Foxtel overhauls entertainment and lifestyle offering to be ‘unapologetically and unmistakably Foxtel’

Subscription TV provider Foxtel has overhauled its entertainment and lifestyle offering in a bid to reposition itself in the market, launching four new and exclusive Fox-branded channels and a refreshed Lifestyle franchise.

From November 7 Foxtel subscribers will have access to Fox One, Fox Funny, Fox Hits and Fox Crime in addition to the existing Fox Showcase, Fox 8, Fox Classics and Fox sports channels.

Foxtel CEO Patrick Delany said the new channels take advantage of the ‘global entertainment brand’ that is Fox.

Delany welcomed subscribers to the ‘new Foxtel experience’ a few months ago when the business announced integration with Netflix

“Fox is a breakthrough global entertainment brand known for surprising and shaking things up. These new Fox-branded TV channels allow us to take control of our entertainment programming based on bold channel personalities that keep things fresh and aligned to what our customers want from us. They will also deliver great outcomes for our advertisers,” said Delany.

The channels will be exclusive to Foxtel subscribers and will provide a new way for them to access the platform’s range of drama, crime and comedy, he said.

“The channels are unapologetically and unmistakably Foxtel,” said Delany, adding that there isn’t anything like them available anywhere else in Australia.

The new Fox channels won’t be the only change coming to Foxtel, with the Foxtel Lifestyle Group undergoing a “brand revision and revitalisation”. The group, which falls under the remit of former Pacific Magazines homes and food GM, Wendy Moore, will also include Arena and is very important to the business and its female audience according to Delany.

“Our female audiences are incredibly important and this wholesale revision and revitalisation of the Lifestyle Group doubles-down on delivering more value through relevant and contemporary programming for Australian women and their families,” he said.

Delany went on to say that the Lifestyle suite has built a “strong emotional connection with women” through its inspiring on-trend content. That content will go hand-in-hand on Foxtel with women’s other favourite programming – “salacious gossip and drama”.

Women love gossip and drama: Foxtel  

“We know that seeing your own lives and dreams beam directly to your home is a powerful motivator. Our Lifestyle channels have built a strong emotional connection with women by inspiring them with what’s on-trend and what’s possible.

“We know however that life is about the perfect mixture of sugar and spice. Part of viewer enjoyment and well-being involves indulging their guilty pleasures.

“This is where the repositioning and refresh of the Arena channel fits in as the home of risqué reality, glamour and salacious gossip and drama. This will see the channel air a fresh, new series of Australia’s Real Housewives of Melbourne in 2020.”

Earlier this year, Foxtel promised it would “revolutionise” TV with Netflix integration, increased on-demand offering and a simplified interface which would begin rolling out across iQ3 and iQ4 set-top boxes. New and existing customers (who re-sign a new contract) would get sport and drama on a 12-month contract, including six months of free Netflix, for $58 per month under the new model.

Foxtel’s last big repositioning happened in 2017, with the company launching its streaming platform Foxtel Now and overhauling its “aggressive, arrogant and elitist” logo for a less masculine version. It then changed its branding again in 2018, choosing DDB Sydney to do the work. 

Foxtel’s 2017 branding 

A new Foxtel Original series, Find Me a Beach House, starring Deborah Hutton, had also been commissioned and the channels will also see the return of Lifestyle favourites Love It or List It Australia and The Great Australian Bake Off.

Fox One will be a new flagship channel and home to premium US network and cable programming, including Ballers, Chicago Fire and Mayans M.C., as well as new seasons Prodigal Son, All Rise and War of the Worlds.

Fox Funny will cover the latest in comedy including The Big Bang Theory, Modern Family, The Office, 30 Rock and How I Met Your Mother. It will be paired with Fox Hits which covers classic comedy favourites from the 80s and 90s such as Friends, Will and Grace, Frasier and Malcolm in the Middle. Fox Funny and Fox Hits will replace 111 Funny.

Fox Crime will feature crime series including NCIS, Criminal Minds, CSI and Bones. Fox Crime will replace TV Hits and Binge will also be removed.

Foxtel also announced the launch of a new BBC channel earlier this week. BBC Earth will premier on October 10 and feature four of Sir David Attenborough’s biggest titles – Blue Planet II, Planet Earth II, Frozen Planet and The Hunt. BBC Earth will replace the existing channel BBC Knowledge.

This week has also seen Foxtel’s sales arm, Multi Channel Network (MCN) rebrand as Foxtel Media in order to further integrate with the business.

Foxtel Media: The new MCN

Foxtel has been struggling with its image lately as several marketers have left the company, seemingly around the same time, leading some to presume an exodus of the business. The company was also the focus of negative headlines earlier in the year when parent company News Corp’s fiscal year results showed its profits dropped 19% in FY18/19.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.