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Disney Shuts Down Fox Brand and Introduces Star in Redevelopment Underway in Portugal

The Walt Disney Company today announced it will discontinue the Fox brand on its European channels and transition to the Star brand, with a repositioning entirely developed and executed in Portugal in collaboration with local agencies.

Fox will become Star Channel, and all other channels will have a new name and visual identity: Star Life, Star Crime, Star Movies and Star Comedy.

Works produced by Walt Disney Creative Studios in Portugal in collaboration with Portuguese agencies and studios will be exported to the rest of the EMEA region. In Angola and Mozambique, Mundo Fox will become Star Mundo.

“This change reinforces The Walt Disney Company’s commitment to the present and, above all, the future of our linear channels in Portugal, leaders in this segment,” Luis Fernambuco, CEO of Walt Disney Portugal, told Lusa.

“We are also very proud of the work that went into creating this new graphic style, as it was carried out by our team in Portugal in collaboration with Portuguese agencies and will be implemented across all Disney entertainment channels in the EMEA region,” he continued.

The person in charge stated that distribution and market positioning “remain the same, only more vibrant.”

According to the company, the new brand’s visual concept is based on a “glowing shooting star” that will guide audiences through the channels’ programming.

The rebrand was announced during Walt Disney’s annual presentation in Lisbon, where the company announced new seasons of “FBI,” “Fireland” and “9-1-1,” as well as new series including “Elsbeth.” and Skymed.

The channels in the group, which also includes Disney Channel and 24Kitchen, will broadcast about 400 titles in 2024.

Author: Lusa
Source: CM Jornal

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