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Kids net launches global icon-based promo blitz

NEW YORK — In a multimillion-dollar marketing initiative, Fox Kids will launch a unified brand identity for its 50 Fox Kids Networks around the globe.

Gotham-based Lee Hunt Associates devised the branding campaign, which will launch in the U.S. in early September and in Latin America in October. Fox Kids European channels will then implement the campaign on a market-by-market basis.

Maureen Smith, general manager for Fox Kids Networks, said that the new branding effort will be integral to Fox Kids’ global success in the highly competitive kidvid arena.

“Distribution, programming and branding are the three keys to success,” said Smith, who is based in Los Angeles. “We’ve been wanting to do a global branding effort for years. This is finally the big time.”

Because each of the Fox Kids Networks broadcasts in the local language of its marketplace, Lee Hunt Associates and Fox Kids execs developed a branding campaign centered around a series of icons rather than words.

Icons include symbols for premieres, sports, miniseries, days of the week and specific programming dayparts.

The same icon-based campaign will be used around the world for on-air promos, as onscreen bugs during shows, in print ads and on Fox Kids Web sites.

Fox Kids centered its branding initiative around an iconic language because the company’s research indicated that such symbols are already popular with kids through videogames and Web sites, Smith said.

Fox Kids execs also want to make sure their channels remain competitive with videogames and Web sites, which are increasingly stealing kids’ attention from television.

“When kids are surfing the channels, it’s very important to have kids realize within a millionth of a second they’ve landed on Fox Kids,” Smith said.

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