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Fox effects a name change for FX net

When Fox decided what to call its venture into the cable business, the weblet reduced its already short name and dubbed the startup f/X. Many media outlets, including Daily Variety, ignored the logo and just called the channel FX. Soon Fox shortened the name even more, to fX. Still, we and others wouldn’t budge.

Now the Fox-owned cablenet is finally seeing the light and making its name all upper-case, beginning April 1.

In discussing the change in case, however, Peter Liguori, senior VP of marketing for Fox/Liberty Networks, declined to credit Daily Variety’s influence for the switch to all-caps for FX, and instead noted that the new look was simply an outgrowth of the network’s new strength as a movie and sports player.

Whatever you say, Peter.

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