FOX, SABAN, TO HIGHLIGHT ONE 'BRAND': SINGLE PROGRAM TO BE SHOWCASED ON QUARTERLY BASIS BY TWO ALLIES.

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Fox Kids Network and Saban Entertainment this week will unveil a marketing initiative designed to turn a branding spotlight on one program per quarter.

The effort represents a change in the way Fox promotes its kids fare. It also is an example of the kind of synergy Fox and Saban said they hoped to achieve when they announced an intention to merge last fall to form Fox Kids Worldwide.

Starting in January, Fox and Saban will leverage all their marketing resources against one property for each quarter beginning with "BeetleBorgs Metallix," the second iteration of the popular "BeetleBorgs" franchise. The second quarter will be devoted to "Life With Louie," followed by "Home to Rent" and "Power Rangers in Space."

The initiative will be announced at this week's Licensing Show in New York.

Fox will devote all the marketing tools at its disposal to the highlighted property, including the Fox Kids Club; Totally Fox Kids Magazine, a quarterly sent to 4 million kids; "Fox Kids Countdown," a syndicated weekly radio show with an estimated audience of 2.9 million; and the Fox Kids Cyberstation (www.

foxkids.com).

ONE ONGOING BRAND CONCEPT

All the promotions will center on an ongoing brand concept, not yet developed.

"It could look something like `Fox Kids Big Blast is BeetleBorgs,' or Power Rangers, whatever the property," said Elie Dekel, exec VP-marketing and advertising at Saban. "This way, we can focus our messages even more."

The plan also includes public service announcements, interstitial programming and local-affiliate promotions. Saban is coordinating promotion activity among retailers and licensees linked to each property.

In addition, a home video product is in the works for each property. Soundtrack albums and music videos are also planned for some.

OUTSIDE PROPERTIES MAY BE USED

The first four properties in the effort are either produced or marketed by Saban. But properties produced and marketed outside of Fox and Saban will be considered for future promotional windows.

"We're looking for properties that drive the network. If it has great ratings potential, there's no reason for us not to include it in the initiative," said Susan Frank, exec VP-marketing and promotion, Fox Kids Network.

Contributing: Chuck Ross.

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