Fox Kids’ Family Affair

New Fox Family Channel Seeks Creative Shop
LOS ANGELES–Fox Kids Worldwide has begun a search for an agency to develop creative work for its soon-to-be-launched Fox Family Channel.
Los Angeles-based Fox Kids, a 50-50 partnership between News Corp. and Saban Entertainment, invited about eight agencies to pitch, sources said. The shops include the Los Angeles offices of Saatchi & Saatchi, J. Walter Thompson and Foote, Cone & Belding, as well as Fox Sports’ roster shop WongDoody, Santa Monica, Calif. It is uncertain whether New York-based Bozell Worldwide, a roster shop of The Family Channel when it was owned by televangelist Pat Robertson, will participate. Media is handled in-house.
Ad spending is undetermined. The Family Channel billings were more than $12 million last year, according to Competitive Media Reporting. But that figure is expected to grow substantially as Fox Kids relaunches the cable channel with a new identity and programming, sources said.
Each of the contenders is expected to develop speculative creative work and be reimbursed $10,000 for their efforts, according to sources. Fox Family Channel is slated to launch in August, with a planned reach of 74 million viewers.
“This will be the largest launch of a cable network,” said Barry Stagg, senior vice president of corporate communication for Saban.
Stagg confirmed that JWT, a Saban agency, is in the review, but declined to comment on the other contenders.
Creative presentations are set for the week of Feb. 16, sources said. The selected agency will create TV, radio and outdoor ads, they added.
Glen Friedman, a consultant with Los Angeles-based cable consulting firm Ideas & Solutions, is assisting Fox Kids with the review.