We knew when Fuel TV’s Australian mates started including mixed martial arts in their “action sports” content mix in December of 2008, that it was only a matter of time before the American Fuel TV began rationalizing why it was the perfect fit for their audience. And when Ken Block’s Gymkanna 3, Part 2 became the most watched video on Youtube.com last week (with 6.5 million views), it’s almost a no-brainer if young male eyeballs is all Fuel is after.
That’s why we were not surprised to learn that beginning today (September 20, 2010) Fuel.TV will be adding MMA and rally racing to their growing mix of board and motor sports, according to a CJ Olivares interview on Transworld Business. Olivares explains:
We took all of the six core sports and asked ‘what are the things that they share? Who are the participants? What attracts the aspirants to them?’ And we came up of a list of like 10-12 concepts, if you will, that we believe define the audience. . . Things like freedom and defiance, individuality, independence, courage, confidence, innovation, aggression, exploration, and humor. And one that we really keyed in on was risk. Risk became a really central concept in conjunction with the others, because we started to look at the total landscape of sports that are out there. . . . The two that really jump out immediately are MMA and rally car. . . . There’s an opportunity there for us to look at those two sports—and other things—it’s a constant exploration for us to identify: what are those other things? We’re about this new generation of sports where risk is the only rule.
In other words, the business realities of cable television require Fuel.TV to air shows that people want to watch and as we’ve said repeatedly, the mainstream doesn’t really care about action sports. But two sweaty, muscled, nearly-nude men locked in a cage grunting, punching, and hugging each other into kama sutra like poses or dudes driving ridiculously over-powered small cars recklessly; who doesn’t want to watch that?
[Link: Transworld Business]
Follow the jump for the official press release. . .
FUEL TV: WHERE RISK IS THE ONLY RULE
Network for Young Males Expands Appeal
LOS ANGELES – FUEL TV, FOX Sports Media Group’s dynamic network for young males, today announces a strategic evolution that aims to broaden its appeal and redefine it as a network. The re-definition is captured by the new tag line: “Risk is the only rule.”
Already loaded with shows and events designed to reach the male 12-24 demographic, the network is broadening its programming philosophy to now embrace a male 12-34 audience. The network plans to continue showcasing the most compelling events, people, places and stories from the world of action sports, but now also incorporates a new, wider range of sports and lifestyle programs sure to be appreciated by the broader young adult male audience.
FUEL TV’s fall schedule, its most aggressive series rollout to date, features new seasons of six existing shows, the launch of three new shows, a fresh take on news, and the re-design of its prime time flagship “The Daily Habit.” FUEL TV is set to unleash an unprecedented national marketing campaign, including national television, online and print advertising to support the philosophical evolution, fall premieres and new tagline.
“FUEL TV’s initial objectives focused on building a powerful and authentic network brand around action sports and the associated lifestyle,” says CJ Olivares, FUEL TV GM. “In our eighth year and in more than 30 million homes, we’ve achieved that goal with great awareness among action sports participants and fans. Now, in order to grow FUEL TV with the ultimate aim of becoming a rated network, we are evolving to widen our appeal to include more young men.”
At the core of FUEL TV’s repositioning is the new tag line: “Risk is the only rule.”
“The element of risk clearly sets the sports we cover apart from traditional ball and stick sports,” says Shon Tomlin, the network’s SVP of Programming and Marketing. “The price of failure in our world is injury or worse, so with ‘risk’ as our new lens, and with fresh and retooled programs, you’ll see this play out more than ever before.”
FUEL TV premieres numerous standout programs this fall, and it all kicks off with the return of the popular, fast-paced build-and-ride show “Built To Shred” presented by Skullcandy on September 26 (10:30pm ET/PT). Other returning series premiering before year’s end include new seasons of “The Adventures of Danny & The Dingo” and “The Standard Snowboard Show” on November 16; “Props” on November 20; “Thrillbillies” on December 1, and “Bubba’s World” presented by Geico on December 2. In addition, FUEL TV launches new series “SLAM!” on December 15. The series “Crusty’s Dirt Demons” makes its FUEL TV debut on October 7.
FUEL TV is also transforming its news and daily variety shows. “FUEL TV Download,” the daily network newsbreaks that report and comment on the biggest contests, events, and breaking sponsorship deals, premieres on October 4.
Additionally, on October 11, FUEL TV premieres “Cubed,” an original sketch comedy series, which debuted on FoxSports.com’s groundbreaking “Lunch with Benefits.” Corporate cube culture meets sports humor in this weekly, featuring sports-crazed coworkers as they creatively weave in pranks, sketches, and ridiculous scenarios that take the form of imagined music videos and mock TV talk shows – all encompassing the world of pro sports and entertainment.
The network’s signature prime time show “The Daily Habit” re-launches on October 18 featuring a dynamic opinion-driven, panel-talk format. Capitalizing on the frenetic pace of pop culture, the revamped show includes a mix of stars from the worlds of sports and entertainment who comment and discuss anything and everything, from the day’s craziest viral video to the latest celebrity train wreck. “The Daily Habit” continues to showcase contemporary musical performances that you can’t find anywhere else on TV.
FUEL TV is supporting these changes with its most aggressive commitment to national advertising ever, driven by targeted advertising buys across cable and satellite, print and online media.
FUEL TV
FUEL TV is the only cable and satellite television network that features the exciting world of adrenaline and thrill-seeking sports and the stories that surround them. This new generation of sports provides a rich landscape of some of the most vibrant and action-packed television entertainment in the world. See why young adrenaline sports fans call FUEL TV the channel they never turn off. FUEL TV, part of FOX Sports Media Group, was launched July 1, 2003 and is seen in more than 30 million U.S. homes. FUEL TV programming is available in more than 50 countries around the world with 24/7 channels operating in Australia and Europe. To subscribe to FUEL TV, call 877-4-FUEL-TV. For program times and other information, visit www.fuel.tv.
FOX Sports Media Group
FOX Sports Media Group (FSMG) is the umbrella entity representing News Corporation’s wide array of multi-platform US-based sports assets under Chairman & CEO David Hill. Built with brands that are capable of reaching more than 100 million viewers in a single weekend, FSMG includes ownership and interests in linear television networks, digital and mobile programming, broadband platforms, multiple web sites, joint-venture businesses and several licensing partnerships. FSMG now includes FOX Sports, the sports television arm of the FOX Broadcasting Company; Fox’s 19 regional sports networks, their affiliated regional web sites and FSN national programming; SPEED and SPEED2; Fox Soccer Channel and Fox Soccer Plus; FUEL TV; and Fox College Sports. In addition, FSMG also includes FOX Sports Interactive Media, which comprises FOXSports.com on MSN, whatifsports.com and scout.com, reaching over 20 million unique visitors monthly. Also included are Fox’s interests in joint-venture businesses FOX Deportes, Big Ten Network and STATS, LLC, as well as licensing agreements that establish the FOX Sports Radio Network, FOX Sports Skybox restaurants and FOX Sports Grills.
so lame
Become a Rated Network. That says it all.
Its gettin lame out there. People who bought General Admission Tickets at the Dew Tour, could not even watch the Skate Park Finals in SLC… was not enough room after the VIP seats were filled. Got hand full of jerky, your haircut, a drink and video game for $15… could not watch Chaz Ortiz though, didn’t pay enough.
Its fading friends… The network is designed to highlight the ones that live it… though the ones that live it, don’t watch it, because they are too busy doin it. 30,000,000 HH’s and a 1 rating esti-average = the people who twisted their ankle skat’n on any given day… How about a Poker Show next… Risk is the only rule!!! FuelTV is all in!
“risk is the only rule?” umm… is wake boarding risky? If you go by “risk is the only rule” then why not include skiing, rollerblading, rock climbing, sky diving, and modified shovel racing? b/c there’s no money in those sports, obviously.
i think it’s time to cancel my subscription. i have to pay an extra 5 bucks a month to receive it here on charter in capitola. it ain’t worth it anymore. it could be a great concept but their shows are unfortunately lame. no more mike v ! lame, so lame.
I absolutely love this channel. I watch Fuel TV live on the ski lift for motivation. I was previously able to stream Havok TV Sports using Comcast’s Android app, but recently became A DISH Network subscriber/employee. I can now stream every episode of The Standard Snowboard Show form my DVR and watch live TV remotely!!
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