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With the beginnings of a solid distribution system in place and a number of satisfied advertisers on board, Fox’s 7-year-old action-sports network, Fuel TV, is revving up its image this fall with a new tagline and a programming slate designed to broaden its audience.
Flying under the new banner “Risk Is the Only Rule,” Fuel aims to underscore the element of danger that sets it apart from its competition. Sports featured on the network—skateboarding, snowboarding, surfing, free- style motocross––all carry an element of risk that doesn’t factor into the equation with more mainstream pursuits.
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