Axe Cop FOX Animation Domination Still - H 2013
FOXFox is shifting its focus for upstart Animation Domination High-Def. A spinoff of sorts from its Sunday cartoon block, the ADHD studio launched in early 2012 before a slate of shorts debuted on a late-night Saturday block in September. That lineup will wrap on June 28, with the network turning its attention to younger-skewing venues.
Two ADHD series, the first half-hours from the studio, are being picked up for a primetime launch in June 2015. A Fox rep tells The Hollywood Reporter that these projects will likely air on Sundays. In the interim, other ADHD series will continue to air on Hulu as the network explores more tier one digital platforms.
“We’re making some tweaks to our schedule, but we’re really exited to embrace the next phase,” Fox senior vp multiplatform programming Kiliaen Van Rensselaer tells THR. “Some of this stuff is being waved up to the major leagues.”
A network rep tells THR that the end of ADHD’s one-hour block in late-night, first reported by Broadcasting & Cable, will not affect the studio’s operations, which includes a 100-plus staff led by executive producers Nick Weidenfeld and Hend Baghdady.
The decision ultimately came down to the lack of younger viewers tuning into affiliates at 11 p.m. on Saturdays. The average age in the hour, 47, was well outside the targeted 18-34 that Fox has had in mind for ADHD programming. Late-running college football games were also considered. “When we looked at it, we were reaching the wrong audience,” adds Van Rensselaer.
Expanding digital efforts have already seen success on multiple platforms. Short Sympathy for Slender Man Song logged north of 2 million views in a few months on YouTube and has been nominated for a Webby.
ADHD, which has lured the voice talent of Nick Offerman, Megan Mullally, Vincent Kartheiser and Mandy Moore, will continue to air on Saturdays through the end of June.
