Fox Kids takes out the ‘Rock’ with mid-season launch

At Fox Kids Network, the only constant is change....
February 1, 1998

At Fox Kids Network, the only constant is change.

‘We’ve added six new series and revamped the entire lineup, including on-air promos, in what amounts to a whole new season,’ says Maureen Smith, senior vice president of planning, scheduling and affiliate marketing for Fox Kids Worldwide. As part of the overhaul, which officially goes into place February 6, the old slogan, ‘Fox Kids Rocks Kids’-which was thought to be too ‘in your face’ for some kids-will be replaced with the new slogan ‘Take The Ride.’ Included in the launch will be the network debut of the new live-action Power Rangers in Space series.

Fox Kids’ retooled look will center around a new ‘living, breathing’ 3-D logo, says Smith. ‘In between shows, we incorporate the 3-D tunnel effect logo-for the kids, it’s like being on a ride.’ She adds that when watching the effect, kids in test groups actually leaned to the left and then to the right. ‘It’s about as interactive as we can get.’

In conjunction with the mid-season launch, an aggressive multi-media and in-school advertising campaign will reinforce the ‘Take the Ride’ theme. Fox Kids Countdown radio program, the Fox Kids Club magazine and the Fox Kids Web site will also adapt the theme.

Other new series attendant to the mid-season launch include Steven Spielberg Presents Toonsylvania, Silver Surfer, Ned’s Newt and Mowgli: The New Adventures of the Jungle Book. The next installment of Eerie, Indiana-Eerie, Indiana: The Other Dimension-will also debut.

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