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FX network tries a new brand

December 12, 2007|Matea Gold

NEW YORK — FX has come a long way since "TV made fresh daily." That was the tagline the basic cable network used when it launched in 1994, largely as a purveyor of daytime programs. Since then, the network has gone through a few iterations, most recently emerging as an outlet known for dark dramas.

Although FX has aggressively marketed marquee shows such as "The Shield" and "Nip/Tuck," it had done little to publicize its new identity until Tuesday, when the network unveiled a lavish new branding campaign.

The new tagline: "There is no box."

The multimillion-dollar campaign, which officially kicks off during next week's episode of "Nip/Tuck," seeks to encapsulate the "cliche-busting quality" of its series, said John Landgraf, president of FX Networks.

The 25 promotional videos play with the notion that shows like "Rescue Me" and "The Riches" don't follow staid TV formulas.

"We decided what we were going to do was kind of elevate nonconformity to an aspirational experience," he said.

-- Matea Gold

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