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Keeping Fuel TV's energy level up

FACETIME

The general manager of the small cable channel that targets skateboarders, surfers and snowboarders explains how it has thrived with a limited reach into U.S. households.

July 07, 2010|By Meg James, Los Angeles Times

Look at a lot of the channels here, and they are not all Fox News- or Fox Business-oriented. Fox Broadcasting and the FX channel take creative risks. They are both known for being on the leading edge of prime-time programming. They are not necessarily "politically conservative" channels. When you get into the entertainment and sports channels, they tend to be a little less so. It is a very big, diverse company, and there is opportunity for channels to have their own unique voice.

How have you been able to grow your revenues when the channel is not widely distributed?

The ad sales side has done well. When you look at the last two fiscal years, we fared better than some of the bigger, broader networks, and that has to do with having this highly desirable audience. They may not be buying big-ticket things like cars, but they are still consuming entertainment of all forms, from theatrical movies, DVDs to video games and electronics and snack foods and drinks. We have Scion, the car label, and Geico car insurance. Boys driving cars still need car insurance.

meg.james@latimes.com

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