FX Head John Landgraf Explains How Hulu Has Helped the Brand

Get prepared for a FX to get aggressive. During the Television Critics Association’s 2021 summer season tour, FX head John Landgraf introduced that the model might be launching 30 reveals throughout its channels and types FX, FXX, and FX on Hulu. This transfer, Landgraf revealed, has been made to place FX for the future.

Thirty reveals could not seem to be many for different networks or streamers, but it surely’s a ton for FX. For years the community has prided itself on giving specialised consideration to its reveals, creators, stars, and advertising and marketing campaigns. This customized consideration has seen returns. Though FX has far fewer reveals than streamers like Netflix and HBO, its slim but particular slate sometimes hits far above its weight class in the case of awards competitions or phrase of mouth recognition. Look no additional than the important success of American Crime Story and Atlanta or the business success of Dave and The New York Times Presents: Framing Britney Spears. Ramping up its focus to 30 reveals was a really particular alternative on the community’s behalf.

“I think that scripted programming consumption is rising very rapidly on streaming platforms, and conversely it seems to be declining on linear channels,” Landgraf stated.  “That’s why it was really, vitally important for FX to really play a major part in a component of the ecosystem that’s growing. As you’ve seen Hulu is a really, really vibrant platform, and it’s growing very, very fast.”

In March of 2020 FX launched FX on Hulu. The community vertical provides unique reveals which might be solely out there on Hulu in addition to a streaming residence for FX originals the day after new episodes premiere on FX. “As far as I’m concerned that positions us towards the future,” Landgraf defined.

The community head was additionally frank about the challenges of making tv on this crowded panorama, not to mention the problem of launching a number of new reveals. “This is where I think the bar of quality and originality is so intensely high. You don’t do this, none of us does this for a living without being accustomed to working in an intensely competitive environment. I have never experienced a level of competition or an environment that’s as crowded as the one we’ve been in television for the last several years,” Landgraf stated. “I guess I would say [this] is a vertical stack where the material is often produced by FX Productions or 20th Television or ABC Studios — not always, but almost always usually. We sort of have control of the process quantitatively overall from end to end.”

FX on Hulu has additionally given the model entry to a barely distinction viewers than its linear channels. “There’s a slightly different audience between those two distribution platforms. Typically, Hulu is meaningfully younger. Its audience is meaningfully younger. I guess on average it’s maybe 15, 16, 17 years younger. I think the characteristic of who might sample or see the show can be slightly different depending on it,” Landgraf stated.

At its core, FX’s partnership with Hulu is a formidable experiment from a community that revels in the experimental. Few networks have really tried to create alongside streaming providers, as a substitute of merely handing over their libraries to streamers or competing with them. It additionally appears to be of venture that’s paying off.

“If you go back to the shows that we’ve launched since March of 2019, we actually had one of the most successful batting averages across that span that we’ve ever experienced in the 19 years of FX, or the 17 years I’ve been at the channels,” Landgraf revealed. “So it’s hard. I can tell you the organization is really stretched because of the kind of bespoken, personalized relationships we pay to the talent of each individual show. But that’s the challenge here. The challenge here is how successfully could we scale that process? And how much could we contribute to Hulu and Disney without lowering our batting average or sort of diminishing the success or quality of our shows?”

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.