‘Tis the season for rebranding.
Just four months after sister cable network Star Movies underwent a major facelift that saw it transformed into Fox Movies, Star World has followed suit and is now known to cable and satellite subscribers as Fox life.
The new look, unveiled early this month, is not only a mere name change as it also comes with new logo, tagline (“Turn On”) and an overall new identity, according to Jude Turcuato, Fox Networks Group Asia general manager for the Philippines.
“As a sub-brand of our bigger Fox entertainment brand, Fox life will deliver audiences a slate of watch-together content that includes an eclectic mix of U.S. dramas and comedies including ‘Empire,’ ‘New Girl’ and ‘Grey’s Anatomy,’ locally produced series such as ‘Asia’s Next Top Model,’ and ‘Bolt of Talent’ as well as U.S. awards shows such as ‘The Emmy Awards’ and many other popular favorites like ‘MasterChef US’,” Turcuato noted.
“We are operating in a very competitive market and it is important that our channel along with every part of our entertainment output evolves and innovates to keep pace with our audience. The change to Fox Life bolsters the FNGA portfolio and matures the brand, allowing for future growth in the rapidly changing media landscape,” added Fox Networks Group Asia Vice President for Entertainment Channels, Content and Communication Dean Dezius, in justifying the rebrand.
Earlier this year, Star Movies officially changed to Fox Movies and showed 52 blockbuster movie titles for 52 nights from June 10 to July 31, including recently shown movies like “Moana,” “Doctor Strange” and “Independence Day: Resurgence.”
Lucien Harrington, SVP of Marketing & Communications for FOX Networks Group in Asia pointed out that Fox Movies is “the number one Hollywood movie channel in a number of Asian markets, including, Singapore, Malaysia and Hong Kong.”
“[F]or more than three years, we’ve had the unique distinction of airing seven of the top 10 U.S. box office movies. Fox Movies is not only the home to Star Wars and Marvel, but also the only place where TV viewers will find first-run films from 20th Century FOX, Disney and MGM,” Harrington added.
Just like in Fox Movies, Fox life will also deliver what Dezia describes as “more incredibly strong content coming through over the next year”
“The new brand will promote our desired state of high quality entertainment across various genres across the region,” the network executive concluded.
In the Philippines, both Fox Movies and Fox life can be seen in Mega Manila through Sky Cable, CignalTV, and Cable Link as well as in more than 300 pay TV operators nationwide.