Shortly before the official launch of FBC on April 5, 1987, under original Fox Entertainment President Garth Ancier, the network underwent a re-branding to the much shorter "Fox". According to an interview Ancier gave at that time, it was ad man Jay Chiat who suggested to network executives that, rather than create a brand from scratch, the network ought to use the "Fox" heritage of the previous 80 years and the "searchlight" iconography to link Fox Broadcasting to 20th Century Fox. Until late in the game during the 1980s, several station groups like Media Central and Pappas Telecasting had avoided Fox when the network launched, but joined the network later on.
Shortly before the official launch of FBC on April 5, 1987, under original Fox Entertainment President Garth Ancier, the network underwent a re-branding to the much shorter "Fox". According to an interview Ancier gave at that time, it was ad man Jay Chiat who suggested to network executives that, rather than create a brand from scratch, the network ought to use the "Fox" heritage of the previous 80 years and the "searchlight" iconography to link Fox Broadcasting to 20th Century Fox. Until late in the game during the 1980s, several station groups like Media Central and Pappas Telecasting had avoided Fox when the network launched, but joined the network later on.