Fox consolidates its 4m UK account into Walker Media

Tuesday, 23 September 2008

Fox International Channels, News Corporation's global pay-TV arm, has consolidated its 4m UK media account into Walker Media, following a shoot-out against MediaCom and Zed.

Previously, Fox used a mixture of media agencies in the UK. Walker Media handled media for FX, the pay-TV channel launched in the UK in 2004.

Meanwhile, MediaCom handled media for Fox's other main UK business, National Geographic Channel.

Fox used both MediaCom and Walker Media for media strategy related to its numerous online properties.

The decision to review its account, which began in July, came as Fox expands its UK business beyond FX and National Geographic Channel. The company acquired the digital TV channel Real Estate TV in January and is now also showing blocks of content from its Fuel TV channel during FX airtime.

In addition, over the past 18 months, Fox has launched a high-definition version of National Geographic Channel, plus natural history spin-off, Nat Geo Wild.

Cecilia Parker, director of communications at Fox International Channels, said: "We have a growing business in the UK, so it made sense to pool everything into one media agency.

"We want to push the channels' TV ratings hard. And there will be some big Nat Geo shows coming in the next few months, plus, we want to increase our online business."