WILLING TO TAKE RISKS – THE FX STORY
Nicole Clemens, Senior Development at FX, brought a bit of Hollywood to the THINK conference and how the FX networks disrupts business as usual. FX (then-stylized in print as “fX”) was launched in the United States on June 1, 1994. Broadcasting from a large “apartment” in Manhattan‘s Flatiron District, fX was one of the first forays into large-scale interactive television. The channel centered around original programming, broadcast live every day from the “fX Apartment”, and rebroadcasts of TV shows from the 1960s, 1970s, and 1980s. fX was relaunched as “FX: Fox Gone Cable” in early 1997, targeting men aged 18 to 49. The channel became known for original drama series and NASCAR programming. Today, FX is in 90+ million households and seen as an innovator in the television industry. Why? Because they are willing to take risks. While lots of networks boast that they give control to creatives, FX does it — with strings attached. FX takes huge risks when it comes to creative execution but combines with low risks when it comes to profitability and budget allocation. FX’s mantra: Go big or go home.