FX boss says FX on Hulu will fortify, not dilute, his network's brand

Variety

FX CEO John Landgraf said at the TV press tour that the Hulu deal is a  "transformative opportunity." “My point of view is the FX brand, which has been at the very top of the heap in terms of basic cable… we worked all way to the very top of basic cable and then we hit a ceiling, because basic cable can’t go beyond its own ceiling, by virtue of the fact that even though it’s in 85 million homes, which is a lot – it’s not growing in terms of usage, it’s not growing in terms of expansion,” said Landgraf at the TV press tour. “And so I think the brand hit a ceiling. And I think what FX on Hulu does is allows us to do is aggregate all our strength on linear channels… with a new 30 million-ish homes and growing. I think it’s going to make the FX brand actually more valuable really, because I think it’s going to penetrate more deeply into American culture.”