Fox Broadcasting Company

The network had its "grand opening" when it expanded its programming into prime time on April 5, 1987, inaugurating its Sunday night lineup with the premieres of the sitcom Married... with Children and the sketch comedy series The Tracey Ullman Show. The premieres of both series were rebroadcast twice following their initial airings (at 7:00 p.m. and 7:30 pm. Eastern/Pacific, respectively) that night, which Jamie Kellner, who served as the network's president and chief operating officer until his resignation in January 1993, stated would allow viewers to "sample FBC programming without missing 60 Minutes, Murder, She Wrote, or the 8 o'clock movies". Fox added one new show per week over the next several weeks, with the drama 21 Jump Street and comedies Mr. President and Duet completing its Sunday schedule. On July 11, 1987, the network rolled out its Saturday night schedule with the premiere of the supernatural drama series Werewolf, which began with a two-hour pilot movie event. Three other series were added to the Saturday lineup over the next three weeks: comedies The New Adventures of Beans Baxter, Karen's Song, and Down and Out in Beverly Hills (the latter being an adaptation of the film of the same name). Both Karen's Song and Down and Out in Beverly Hills were canceled by the start of the 1987–88 television season, the network's first fall launch, and were replaced by the sitcoms Second Chance and Women in Prison, both of which would be cancelled by mid 1988.

In regard to its late night lineup, Fox had already decided to cancel The Late Show, and had a replacement series in development, The Wilton North Report, when the former series began a ratings resurgence under its final guest host, comedian Arsenio Hall. Wilton North lasted just a few weeks, however, and the network was unable to reach a deal with Hall to return as host when it hurriedly revived The Late Show in early 1988. The Late Show went back to featuring guest hosts, eventually selecting Ross Shafer as its permanent host, only for it to be canceled for good by October 1988, while Hall signed a deal with Paramount Television to develop his own syndicated late night talk show, The Arsenio Hall Show. Fox aired the 39th Primetime Emmy Awards and would air the next five editions.

Although the network had modest successes in Married... with Children and The Tracy Ullman Show, several affiliates were disappointed with Fox's largely underperforming programming lineup during the network's first three years; KMSP-TV in Minneapolis and KPTV in Portland, Oregon, both owned at the time by Chris-Craft Television, disaffiliated from Fox in 1988 (with KITN (now WFTC) and KPDX respectively replacing those stations as Fox affiliates), citing that the network's weaker program offerings were hampering viewership of their stronger syndicated slate.

At the start of the 1989–90 television season, Fox added a third night of programming, on Mondays. The season heralded the start of a turnaround for Fox. It saw the debut of a midseason replacement series, The Simpsons, an animated series that originated as a series of shorts on The Tracey Ullman Show. Ranked at a three-way tie for 29th place in the Nielsen ratings, it became a breakout hit and was the first Fox series to break the Top 30. The Simpsons, at 37 years as of 2026, is the longest-running American sitcom, the longest-running American animated program, and the longest-running American scripted primetime television series.

In 1989, Fox also first introduced the documentary series Cops and crime-focused magazine program America's Most Wanted (the latter of which debuted as a half-hour series as part of the network's mainly comedy-based Sunday lineup for its first season, before expanding to an hour and moving to Fridays for the 1990–91 season). These two series, which would become staples on the network for just over two decades, would eventually be paired to form the nucleus of Fox's Saturday night schedule beginning in the 1994–95 season. Meanwhile, Married... with Children, which differentiated itself from other family sitcoms of the period as it centered on a dysfunctional lower-middle-class family, saw viewer interest substantially increase beginning in its third season after Michigan homemaker Terry Rakolta began a boycott to force Fox to cancel the series after objecting to risqué humor and sexual content featured in a 1989 episode. Married...'s newfound success led it to become the network's longest-running live-action sitcom, airing for 11 seasons.

1990s: Rise into mainstream success and beginnings of rivalry with the Big Three

Fox survived where DuMont and other attempts to start a fourth network had failed because it programmed just under the number of hours defined by the FCC to legally be considered a network. This allowed Fox to make revenue in ways forbidden to the established networks (for instance, it did not have to adhere to the Financial Interest and Syndication Rules that were in effect at the time), since during its first years it was considered to be merely a large group of stations. By comparison, DuMont had been saddled by numerous regulatory barriers that hampered its potential to grow, most notably a ban on acquiring additional stations, during an era when the FCC had much tighter ownership limits for television stations (limiting broadcasters to a maximum of five stations nationwide) than it did when Fox launched. In addition, Murdoch was more than willing to open his wallet to get and keep programming and talent. DuMont, in contrast, operated on a shoestring budget and was unable to keep the programs and stars it had.

Most of the other startup networks that launched in later years (such as UPN and The WB) followed Fox's model as well. Furthermore, DuMont operated during a time when the FCC did not require television manufacturers to include UHF capability. To see DuMont's UHF stations, most people had to buy an expensive converter. Even then, the signal quality was marginal at best compared to the signals of VHF stations (see also: UHF television broadcasting § UHF vs VHF). By the time Fox launched, cable allowed UHF stations to generally be on an equal footing with VHF stations.

Although Fox was growing rapidly as a network and had established itself as a presence, it was still not considered a major competitor to the established "Big Three" broadcast networks, ABC, CBS, and NBC. From its launch, Fox had the advantage of offering programs intended to appeal toward a younger demographic – adults between 18 and 34 years of age – and that were edgier in content, whereas some programs that were carried by the "Big Three" networks attracted an older-skewing audience. Until the early 1990s, when Fox expanded its programming to additional nights and outside prime time, most Fox stations were still essentially formatted as independent stations – filling their schedules with mainly first-run and acquired programming, and, during prime time, running either syndicated programs or, more commonly, movies on nights when the network did not provide programming. Few Fox stations carried local newscasts during the network's early years, unlike the owned-and-operated stations and affiliates of its established rivals. Those that did were mostly based in larger markets (including some of the network's O&Os) and retained newscasts that had aired for decades. Even then, these news operations were limited to one newscast per day, following the network's prime time lineup.

On September 6, 1990, Fox reached an agreement with TCI (the nation's largest cable company at the time) in which TCI systems in markets that were not served by an over-the-air Fox affiliate at the time would become charter affiliates of a cable-only national feed of the network called Foxnet. The cable-only network launched on June 6, 1991, bringing Fox programming to smaller markets that did not carry a default Fox affiliate at the time; it would manage to reach a total of 1.3 million subscribers by 1992.

As Fox gradually headed towards carrying a full week's worth of programming in prime time through the addition of programming on Thursday and Friday nights at the start of the 1990–91 season, the network's added offerings included the scheduling of The Simpsons opposite veteran NBC sitcom The Cosby Show as part of Fox's initial Thursday night lineup that fall (along with future hit Beverly Hills, 90210, which would become the network's longest-running drama, airing for ten seasons) after only a half-season of success on Sunday nights. The show performed well in its new Thursday slot, spending four seasons there and helping to launch Martin, another Fox comedy that became a hit when it debuted in August 1992. The Simpsons returned to Sunday nights in the fall of 1994, and has remained there ever since.

The sketch comedy series In Living Color, which debuted in April 1990, created many memorable characters and launched the careers of future movie stars Jim Carrey, Jamie Foxx, Damon Wayans, Marlon Wayans, Keenen Ivory Wayans, guest stars Chris Rock and Tim Meadows, and Rosie Perez and Jennifer Lopez, both members of the show's dance troupe, the "Fly Girls". The series also gained international prominence after Fox aired a special live episode in January 1992 as an alternative to the halftime show during Super Bowl XXVI, which was broadcast on CBS, marking the start of Fox's rivalry with the "Big Three" networks while popularizing the counterprogramming strategy against the Super Bowl telecast.

The early and mid-1990s saw the debuts of several soap opera-style prime time dramas aimed at younger audiences that became quick hits, which, in addition to Beverly Hills, 90210, included its adult-focused spin-off Melrose Place (which initially had a mediocre ratings performance, before viewership rose significantly midway through its first season following Heather Locklear's addition to the cast), its own short lived spin-off Models Inc., and family drama Party of Five. The early and mid-1990s also saw the network launch several series aimed at a black audience, which, in addition to Martin, included the sitcom Living Single and police procedural New York Undercover.

Luring the NFL and affiliation switches

Despite having a few successful shows like the science fiction drama The X-Files, Fox still lacked credibility among viewers. Even those working in television thought of Fox as "the one that has that cartoon show" (The Simpsons). More than 85% of affiliates in 1993 were UHF stations. Fox became a viable competitor to the older networks when it won broadcast television rights to the National Football League (NFL) away from CBS. In December 1993, Fox signed a contract with the NFL to televise games from the National Football Conference (NFC)—which had been airing its games on CBS since 1956—starting with the 1994 season. The initial four-year contract, which Fox bid $1.58 billion to obtain—while CBS offered $295 million per year to retain the rights—also included the exclusive U.S. television rights to Super Bowl XXXI in 1997. The network also lured Pat Summerall, John Madden, Dick Stockton, Matt Millen, James Brown, Terry Bradshaw, and behind-the-scenes production personnel, from CBS Sports to staff its NFL coverage.

Shortly afterward, News Corporation began striking affiliation deals with, and later purchasing, more television station groups. On May 23, 1994, Fox agreed to purchase a 20% stake in New World Communications, a television and film production company controlled by investor Ronald Perelman that had just recently entered into broadcasting through its 1993 purchase of seven stations owned by SCI Television. As a result of Fox acquiring a 20% minority interest in the company, New World signed an agreement to switch the affiliations of twelve stations (eight CBS affiliates, three ABC affiliates [ two of which were subsequently placed in a blind trust and then sold directly to Fox due to conflicts with FCC ownership rules ], and one NBC affiliate) that it had either already owned outright or was in the process of acquiring from Citicasters and Argyle Communications at the time to Fox starting in September 1994 and continuing as existing affiliation contracts with their existing major network partners expired.

Fox is the only broadcast network that currently carries adult animated comedies. This started with The Simpsons in 1989. This is followed up by King of the Hill in 1997 (until 2009, with the last remaining four episodes airing on syndication, but is set to return to Hulu for new episodes in 2025), Family Guy (which was cancelled twice until being picked up by Adult Swim for reruns and was brought back by the network in 2005 thanks to home video sales) and Futurama in 1999 (until 2003 when it was also picked up by Adult Swim only to be purchased by Comedy Central for new episodes between 2008 and 2013 and returned for new episodes on Hulu in 2023), American Dad! in 2005 (until 2014 when TBS picked up the series that lasted until March 2025 with the network initially returning the next year), The Cleveland Show in 2009 (a Family Guy spinoff that lasted until 2013), Bob's Burgers in 2011, The Great North in 2021 (until 2025), Krapopolis in 2023, Grimsburg and Universal Basic Guys in 2024. Although the network has aired other adult animated shows like The Critic, The PJs, Sit Down, Shut Up, Allen Gregory, Napoleon Dynamite, Bordertown, Son of Zorn (the network's only live-action/animated hybrid sitcom) Bless the Harts, Duncanville, and Housebroken, none had success and were short-lived. While other big-name networks–ABC, CBS, and NBC–have tried to copy the success of Fox with adult animated shows, none were successful.

News programming

Within Fox's station body, the quantity of locally produced news programming varies considerably compared to the owned-and-operated and affiliated stations of ABC, NBC, and CBS (which typically carry at least 4½ hours of local newscasts on weekdays and one hour on weekends, which are usually spread across morning, midday, early or late evening timeslots). At minimum, most Fox stations run a late-evening newscast following the network's prime time lineup (at 10:00 p.m. in the Eastern and Pacific, and 9:00 p.m. in the Central and Mountain Time Zones), which typically run 30 minutes to one hour in length; besides the fact that the network's stations have more latitude to air an earlier late-evening newscast since Fox does not program that hour, this stems from the fact that several of its charter stations were already airing prime time newscasts as independent stations prior to the network's launch (such as New York City O&O WNYW, which debuted its 10:00 p.m. newscast in March 1967). Most Fox stations also carry a weekday morning newscast of one to three hours in length at 7:00 am, as a local alternative to the national morning news programs provided by the "Big Three" networks (though mainly in the case of Fox stations that have a news operation and in a few cases, via simulcasts with ABC-, NBC- and CBS-affiliated stations that operate a Fox affiliate, this is often part of a morning news block that runs for four to six hours on average).

Fox has fewer stations that have an independent news operation than those of ABC, NBC and CBS; as of October 2015, 70 of Fox's 236 stations (including all 18 owned-and-operated stations) maintain in-house news departments (compared to roughly 5⁄8–7⁄8 of the stations of each of the three other major broadcast networks, whose newscasts are either produced in-house or in conjunction with another station). KVVU (channel 5) in Las Vegas has the highest weekly total of news programming hours among Fox's stations, at 78½ hours.

Most Fox stations that run a news operation use a newscast-intensive scheduling format that is very similar to an ABC-, NBC-, or CBS-affiliated station which in many cases, may incorporate midday or early-evening newscasts, the latter of which is often extended by a half-hour to compete with the national evening newscasts provided by the "Big Three" networks; some Fox stations except for those owned by Fox Television Stations and those formerly owned by Tribune Broadcasting air their early-evening newscasts only on Monday through Friday nights, due to frequent sports event overruns into that daypart on weekends. The first Fox station to adopt such a scheduling format was WSVN in Miami; upon affiliating with the network in January 1989, WSVN retained its existing morning, midday and early evening newscasts, while moving its late newscast from 11:00 p.m. to 10:00 p.m. and expanding it to one hour (the station later relaunched an 11:00 p.m. newscast in 1995), and expanding its weekday morning newscast by two hours. This type of format was later adopted by the former major network stations that switched to Fox between 1994 and 1996, especially those affected by New World and Burnham Broadcasting affiliation deals. Many Fox stations with upstart news departments often do not run a full slate of newscasts initially, usually carrying only a prime time newscast at first, before gradually adding other newscasts over time.

In many small to mid-sized markets (largely those ranked outside the 50 largest Nielsen-designated television markets), production of the local Fox affiliate's newscasts is outsourced to an NBC, ABC, or CBS station – either due to insufficient funds or studio space for a news department or in most cases, as a byproduct of the station being operated through a legal duopoly or a management agreement with a major network affiliate (such as with Cunningham Broadcasting-owned WEMT (channel 39) in Greeneville, Tennessee, which has its newscasts produced by NBC affiliate WCYB-TV (channel 5) through a local marketing agreement with Sinclair Broadcast Group). Fox affiliates that outsource their news production to a major-network affiliate often carry a lesser amount of news programming than is possible with an affiliate with a standalone news department due to the contracting station's preference to avoid having the Fox station's newscasts compete against their own in common timeslots (differing from outsourcing agreements between two same-market ABC, CBS, or NBC affiliates in certain areas, in which both stations may simulcast newscasts in the same timeslots). The lone exceptions to this rule currently are El Paso, Texas affiliate KFOX-TV (channel 14) and WXIN, which respectively began producing newscasts for their CBS-affiliated duopoly partners using resources from their existing news departments in September 2014 (when new sister stations KFOX and KDBC-TV (channel 4) consolidated their operations into a single facility) and January 2015 (when WXIN sister WTTV (channel 4) affiliated with CBS), with the Fox stations maintaining the same amount of news programming that they did beforehand. Another exception is KNPN-LD (channel 26) in St. Joseph, Missouri, which has been the smallest Fox affiliate by market size with an in-house news operation since the station's July 2012 sign-on; News-Press & Gazette Company expanded production of KNPN's newscasts to its sister flagship stations, KNPG-LD (channel 21) and KCJO-LD (channel 30), when they respectively joined NBC and CBS in November 2016 and June 2017, though the former also maintained roughly the same amount of news programming before the conversions (KNPN airs morning, midday and early evening newscasts on weekdays and a nightly late evening newscast; all three stations simulcast the first 90 minutes of the morning newscast, while the remainder of KNPN's newscasts air in separate time slots from those seen on KNPG and KCJO).

WPGH-TV (channel 53) in Pittsburgh is the largest Fox station by Nielsen market ranking (at #23) that outsources its news programming; NBC affiliate WPXI (channel 11; owned by Cox Media Group) has produced the station's 10:00 p.m. newscast since 2006, when WPGH shut down its news department following the closure of owner Sinclair Broadcast Group's News Central division. A few Fox affiliates only air syndicated programming in time periods where newscasts would air on other major network stations. The largest Fox station by market size that does not carry news programming is WSYT (channel 68) in Syracuse, New York (which discontinued a 10:00 p.m. newscast produced by CBS affiliate WTVH (channel 5) in 2006). In Dayton, Ohio, Sinclair Broadcast Group took the unusual step in August 2015 of adopting Fox 45 News as its universal brand for its news operation in that market, making it appear as if the news department was operated by WRGT-TV, even though it actually belongs to WRGT's virtual duopoly partner, ABC affiliate WKEF, which Sinclair owns outright (newscasts on WKEF would be branded as "Fox 45 News on ABC22"); Sinclair used WRGT over WKEF due to the latter's perennial "also-ran" reputation in the market in regard to their newscast ratings. WRGT and WKEF have since switched to a new branding model in the summer of 2019 involving a 24/7 web news service called "Dayton 24/7 Now", and in 2021, WRGT's Fox affiliation moved to WKEF's second subchannel (along with a number of other Sinclair or related companies in several other markets), as Sinclair consolidated its network affiliations onto one station in a market to address regulatory concerns.

Related services

Video-on-demand services

Fox maintains several video on demand venues for viewers to watch the network's programming, including a traditional VOD service called Fox on Demand, which is carried on most traditional cable, satellite, streaming, and telecom providers. Fox also streams most of its programming on the streaming video service Hulu, along with traditional streaming via the network's Full Episode portal on Fox.com. The network's mobile and digital media player app was branded as "Fox Now", and featured access to a live stream of the network's primetime and sports programming (though not local and syndicated programming for affiliates not owned by the network), along with full-time live streams of their owned cable networks with TV Everywhere authentication through authorized television providers.

The most recent episodes of the network's shows are usually made available on the Fox on Demand television service the day after their original broadcast. In addition, fast forwarding capabilities are disabled while viewing content (a commonality for video-on-demand television services provided by the American broadcast networks) and the program's original advertisements that aired during the initial broadcast are included for a week after becoming available on the service, before being replaced by direct response advertising thereafter. Due to restrictions put in place by the network in January 2012 to encourage live or same-week DVR viewing via traditional and cable on demand methods, Hulu and Fox.com both impose an eight-day delay for most viewers to access the most recent episode of any Fox program, restricting day-after-air streaming of its shows on both services to subscribers of certain pay television providers (such as Dish Network and Verizon FiOS) using an ISP account through agreements made with Fox, along with Hulu's free service with advertisements on Yahoo! Stream; however, Hulu offers newer episodes of Fox programs the day after their original broadcast to paid subscribers requiring only a user-determined login.

In March 2020, Fox began to stream the full schedule of all of their owned Fox Television Stations through Fox Now. The following month, Fox acquired the ad-supported streaming service Tubi. The service primarily offers content and channels licensed from third-party studios, but later began to add episodes of Fox Entertainment original series (such as The Masked Singer) a week after their television premiere.

Fox discontinued the Fox Now app in July 2023; streaming of the network's programming would continue on other apps instead, such as Hulu, Fox Local, or Tubi. Fox would effectively relaunch Fox Now as Fox One two years later.

Fox HD

Fox began broadcasting its programming in 720p high definition on September 12, 2004, with that day's slate of NFC football games during week one of the 2004 NFL season. Until March 14, 2016, the network did not display an on-screen logo graphic on the bottom-right corner of the screen, outside a ten-second sweep of a "Fox HD" promotional logo (which until the end of 2010, also featured a sponsor tag for DirecTV); instead a trigger in Fox's program delivery system at each station displayed the logo bug of an owned-and-operated or affiliate station in the right-hand corner of the 16:9 screen frame, which disappeared during commercial breaks (the station logo bug would still be triggered even if Fox programming was pre-empted locally due to breaking news, severe weather coverage or special programming, though some stations, such as WGGB-DT2 in Springfield, Massachusetts, did not display a logo or substitute only the "FOX" logo alone). However, network or affiliate bugs are not displayed during Fox Sports programming. During some high-profile or live programs such as American Idol and So You Think You Can Dance, however, Fox forwent the affiliate's logo and displayed its network logo instead, mainly for promotional consideration due to fair use of clips from each series by other media outlets (such as news programs, talk shows, and review and satirical programs that rely on clip content); until 2014, the bug was placed in the 4:3 safe area. The Sunday political talk program Fox News Sunday displayed the "Fox HD" logo at all times for both that reason and because of many stations airing the program on tape delay later in the morning. Beginning on March 14, 2016, the standard Fox logo with hashtag is now used on all programming, with the station bug flashed for a few moments at the start of a program or coming out of commercial, as is traditionally done with ABC, CBS and NBC stations. In addition, the Fox HD bug was discontinued; although it was still used on Fox News Sunday until around late 2019-early 2020.

On some Fox programs, a hashtag rests above the affiliate's logo (for example, #newgirl or #bones) to provide viewers reference to the network's official Twitter search tag to find or start discussions during the program being broadcast. In April 2012, additional tags relating to plot points in a given episode (for instance, the #saturdaynightGLEEver tag for an April 2012 episode of Glee of that same title) began to also be promoted in this space to both add additional trending topics and spread out more conversations on Twitter. In cases where the Fox bug appears instead of the station's logo bug, the Twitter hashtag is directly above the Fox logo in the safe area. Fox's coverage of the World Series started broadcasting in HD with Game 1 of the 2002 World Series.

During the transitional period from analog to digital television, Fox was the only commercial television network in the United States to air programs in widescreen that were not available in HD (which were identified as being presented in "Fox High Resolution Widescreen" from 2001 to 2006). Prior to the launch of its HD feed, some sitcoms and drama series were presented in widescreen standard-definition, with reality, talk and game shows (American Idol being the first major exception, as it began to be presented in high definition in 2008) later being presented only in widescreen enhanced definition. The children's sports program This Week in Baseball began airing in widescreen in 2009, while Fox News Sunday converted to HD when Fox News Channel began operating from its new high-definition facilities in November 2008 (prior to Fox News Channel's conversion to a unified widescreen presentation on both its high-definition and standard-definition feeds in September 2010, it was the final Fox News program to structure its graphics and camera positions for the 4:3 safe area). MADtv was produced to air only in 4:3 until September 2008, likely due to a combination of stations tape-delaying the program and therefore being unable to offer it via the live network feed in 16:9, and the show's producers not making the switch to the format. The final Fox show to convert to HD was Family Guy beginning with its September 26, 2010, episode; all programming provided by Fox is now broadcast in widescreen and in high definition as of 2013, and in Dolby Digital 5.1 surround sound.

Fox is unique among American broadcasters as it distributes its HD feed over satellite to the network's affiliates as an MPEG transport stream intended to be delivered bit-for-bit for broadcast transmission. During network programming hours, local commercials are inserted over the feed using a transport stream splicer. Affiliates of most other networks decode compressed satellite network video feeds and then re-encode them for final over-the-air transmission.

After Fox began broadcasting its sports programming with graphics optimized for 16:9 displays rather than the 4:3 safe area in late July 2010, the network asked cable and satellite providers to comply and use the No. 10 Active Format Description flag it now disseminates over Fox programming, which displays content natively broadcast in 16:9 in a letterboxed format suitable for 4:3 television screens to allow any optimized graphical elements to be displayed in full. Subsequently, a number of Fox O&Os and affiliates also began disseminating the AFD No. 10 flag over local news and syndicated programs that the stations broadcast in HD, and have incorporated graphical elements seen during local programs and on-air promos (as well as logo bugs) optimized for the letter boxed presentation.

Branding

Station standardization

During the early 1990s, Fox began having its stations use a branding structure using a combination of the "Fox" name and the station's channel number, often followed by the licensed call letters (for instance, WNYW in New York City, WTTG in Washington, D.C. and WAGA-TV in Atlanta, Georgia, are all branded as "Fox 5"). By the mid-to-late 1990s, stations minimized their call letters to be just barely readable while still in compliance with FCC identification requirements. This marked the start of the trend for other networks to apply such naming schemes.

The branding scheme has varied in some markets, with some Fox stations using a city or regional name within the branding instead of the channel number (for example, Chicago owned-and-operated station WFLD branded as "Fox Chicago" from 1997 to 2012 and Philadelphia O&O WTXF-TV branded as "Fox Philadelphia" from 1995 to 2003); a few of the network's stations also minimized use of the "Fox" name, opting to use their call letters or a more generic branding (WSVN in Miami, which has branded as "WSVN 7" for general use and "(Channel) 7 News" for its newscasts since it joined the network in January 1989; KHON-TV (channel 2) in Honolulu, which changed its general branding from "Fox 2" to "KHON 2" in 2003; WDRB in Louisville, Kentucky, which dropped its "Fox 41" brand in favor of branding by its call letters in September 2011; and KVRR (channel 15) in Fargo, North Dakota, which dropped the generic "Fox" branding it used in part due to its network of repeater stations throughout eastern North Dakota in favor of branding by its calls in May 2015). Similarly, most of the stations that switched to Fox as a result of its 1994 affiliation deal with New World Communications retained their Big Three-era branding for general or news purposes (with a few exceptions such as WJW in Cleveland, which dropped its CBS-era "TV8" and "Newscenter 8" brands in 1995, in favor of "Fox is ei8ht" as a general brand and ei8ht is News as the title for its newscasts; likewise that same year, KDFW in Dallas/Fort Worth re-branded itself as "Fox 4 Texas" after its newscast name of "News 4 Texas" before shortening its ID to simply "Fox 4" in 1996 and changing its newscast name to "Fox 4 News", both in use since then), before conforming to Fox's station branding conventions when Fox Television Stations acquired New World in 1997.

A particularly unique situation was with KTVU (channel 2) in Oakland-San Francisco, which as a Fox affiliate under longtime owner Cox Media Group, retained its perennial "Channel 2" brand (with limited references as "Fox Channel 2" by the early 1990s). In 1996, the station rebranded as "KTVU Fox 2" for general purposes (adding the Fox logo on the underside of the top line of its heritage "Circle Laser 2" logo as well), while retaining "(KTVU) Channel 2 News" as the branding for its newscasts. Fox Television Stations (which traded WFXT in Boston and WHBQ-TV (channel 13) in Memphis station to Cox in 2014, in exchange for KTVU and sister station KICU-TV) instituted the "KTVU Fox 2" branding full-time in February 2015, retaining the "Circle Laser 2" both within the group's standardized "boxkite" logo and in an alternate version (which would become the primary logo through its de-emphasis of the O&O standardization later that year) placed next to a prominent Fox wordmark. Another situation also includes another Fox station KCPQ in Seattle, Washington, which as a Fox affiliate under Tribune Media and Nexstar Media Group, also retained the "Q13 Fox" name as well as the "Q13 News" name for its newscast until KCPQ dropped the Q13 moniker and rebranded itself to "Fox 13" in September 2021, conforming with the branding of other Fox O&O stations after its acquisition by Fox.

Starting in 2006, more standardization of the O&Os began to take place both on-air and online. All of the network's O&Os began adopting an on-air look more closely aligned with the Fox News Channel, which included a standardized red, white, and blue boxkite-style logo augmented by red pillars (which rotated on air, particularly in the logo bugs seen during newscasts). After News Corporation's acquisition of the social networking site Myspace (which it sold in June 2011 to a consortium that included singer Justin Timberlake among its backers), some Fox O&Os launched websites with identical layouts and similar URL domains under the "MyFox" scheme (such as MyFoxDC.com for WTTG). On-air usage of the FNC-inspired logos was reduced in August 2012 (when a new standardized graphics package was implemented, with wordmark bugs being used during newscasts and other programming), while several of the O&Os ceased using the "MyFox" domains in 2015; the use of the Fox News Channel boxkite logos in all elements, along with explicit connections with the latter, was drastically reduced since the July 2016 resignation of Roger Ailes from Fox for a more traditional and simpler 'call-channel number' horizontal wordmark style which is more flexible with both traditional television and smaller mobile screens. In 2017, Fox's local newscast music composer, Stephen Arnold Music, released a new news music package, "Beyond", that uses none of the Fox News Channel sonic elements associated with the previous Fox O&O music package, and it has rolled out across all Fox O&O local news operations.

As of 2017, Fox O&Os with a sister MyNetworkTV station in that market have also begun to play down that network, with many MyNetworkTV O&Os now taking on the branding of "Fox (channel number) Plus/Xtra/More", etc., suggesting them as an extension of their higher-profile sister Fox station. Several of these stations now also carry extended newscasts or rebroadcasts of earlier newscasts from their sister stations during primetime, pushing MyNetworkTV's schedule to a late-night offering.

Logos

When Fox launched on October 9, 1986, as Fox Broadcasting Company, it used a logo with three squares containing the network's initials (FBC) in Friz Quadrata font, similar to the BBC's current logo from 1997–present in the UK, while using colors similar to ITV's old logo from 1998-2006. Below it was a rectangle with the network's full name in the same font. This logo was used during the network's first six months in existence and was primarily featured as a network identification slide at the beginning of The Late Show with Joan Rivers. On April 5, 1987, when the network inaugurated its prime time programming, a more familiar logo based on 20th Century Fox's signature logo design was introduced, featuring just the capitalized "FOX" name alongside the familiar trademark searchlights and double-pane platform (Fox's owned-and-operated stations used a variant for station identifications from 1987 to 1989, which incorporated both an "O" and searchlight in negative space, the latter of which intersected the "X" and panes within the otherwise translucent yellow/gold logo; until as late as the mid-1990s, some Fox affiliates that did not license the regulation network logo, or which used CGI to output their station logos with local production houses which tried to emulate the parent network's logo as close as possible, used those that imitated the 20th Century Fox-inspired design in their station logos).

In September 1993, the familiar logo was given a more "hip" makeover, with the "FOX" wordmark overhauled into its current proprietary logotype and the angle changed, removing the tilting (the 1987 logo remained in use during the 1993–94 season in print advertisements featured in TV Guide and other television listings magazines). Starting with the introduction of this logo, the network began displaying an on-screen bug within its programs on the lower right-hand corner of the screen (initially for one minute at the start of each program segment or act, eventually being displayed throughout the program outside commercial breaks, before reverting to the former display format regularly upon the 2009 digital transition). The "O" character also underwent a makeover, acquiring its trademark pillar-like bowl, which has since become a major focal point for the logo and Fox advertising in lieu of the searchlight motif. The "O" is alternately used as a zero character in the station logo of several Fox affiliates which have a tens channel location, including Phoenix's channel 10, KSAZ-TV, and Sacramento affiliate KTXL-TV, channel 40.

Another revised logo was introduced for the 1995–96 television season, removing the searchlights, but retaining the two lower panes and adding a third pane atop the logotype. A variant of the original 1993 design was implemented in 1996, excluding the panes underneath the network name, but restoring the searchlights placed behind the "F" and "X" in the Fox wordmark.

The current version of the logo was introduced in 1999, removing the searchlights completely and switching the logo exclusively to a wordmark design. Despite this, the searchlight theme remained an integral part of 21st Century Fox's branding efforts; they are still incorporated into Fox News Channel's logo, and the universal station logo introduced in 2006 by Fox's owned-and-operated stations – which were retained by the seven former O&Os that Fox Television Stations sold in 2008 to Local TV and had spread to several Fox stations owned by Tribune Broadcasting (including those it acquired through the company's 2013 merger with Local TV; the logo introduced by the O&Os was modified for Tribune's Fox affiliates in 2012 to feature only one searchlight as part of the company's graphical standardizations for those stations) and certain other Fox affiliates not owned or operated by either company. The 1996–99 searchlight logo is still used within the logos of a small number of Fox affiliates; the searchlights continued to be featured in the logo of sister channel FX until a rebranding effort in 2008. The screen bug may have been used from 1999 to 2014; when the network upgraded to high-definition, the watermark placement remained at the 480i format. Until March 14, 2016, they did not display the on-screen bug, just the hashtag missing the Fox bug, used on some affiliates.

For the 2019–20 season, Fox implemented branding elements by Trollbäck + Company with the logo mark slightly thickened, along with animations of the mark with its shapes incorporated into advertising and on-air branding elements (including an animation of the abstract shapes morphing into the main Fox logo).