With FX is planning to double its programming output in 2022 with a target of 30 shows, 25 scripted and five unscripted. Recently, Disney announced it would be evolving FX into a global brand, across Hulu, and the FX and FXX linear channels in the U.S, Star+ in Latin America, and Disney+ in all other territories. However, over the past couple of months, Disney has been pulling back promotion of the Star branding, leading to speculation that audiences were getting confused with what the brand was and that it was also potentially a paid add-on to Disney+. This turned Star into a generic umbrella brand, which just was a hotchpotch of brands, but for the introduction of mature content on Disney+ internationally. Then in February, in many countries around the world, Disney+ added Star, a new general entertainment brand incorporating content from Disney’s studios, including 20th Century Studios, Searchlight Pictures, FX, ABC, Onyx, ESPN and also licensed content. When Disney+ launched, it did so with five main core hubs, Disney, National Geographic, Marvel, Star Wars, and Pixar, containing content from those brands.
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