Pan-Arab TV channel Fox Series has re-branded as Fox and shifted its focus to become an Arabic general entertainment channel targeting women.
The re-branded free-to-air station, which along with Fox Movies airs across the Middle East thanks to a partnership between Fox International Channels and Rotana Media Services, will go live tomorrow, with all of its content now available in both Arabic and English.
Rohit D’Silva, general manager at Fox International Channels Middle East, said: “Fox Series was dedicated to bringing the best quality home entertainment to the region. Fox is taking this philosophy one step further and creating a channel for women with great formats, shows and new seasons of programming.”
As part of the shift, Fox will be airing shows such as Glee, Masterchef Australia and Lie to Me. An advertising campaign created by Leo Burnett Dubai is supporting the re-brand.
Pierre Al Daher, president, broadcasting, Rotana Group, added: “Fox is the next step in the brand’s evolution, offering improved value proposition to advertisers that is more comprehensive, with novel genres of programming and exciting new series that cater especially to women.”
Why lipstick? Why it has to be SO stereo typical? Why this one million times over used boring idea which is trying to say: I’M FOR WOMEN!!!? Next ad will be a high heel shoe, nail polish, beauty salon? It seems no fresh ideas can be developed anymore. Leo Burnett used to be one of the leading ones…