ANAHEIM, California – The creator of Fox Sports Net’s successful ‘Bluetorch’ and ‘Rush Hour’ action sports franchises, CJ Olivares has become the first-ever head of programming and marketing for Fox Cable Networks Group’s new action sports digital television network. The network was announced last week by Tony Vinciquerra, Fox Networks Group President and CEO, during the Broadband Plus Western Show.
Prior to this, Olivares had served as CEO of the Broadband Interactive Group, the production company responsible for ‘Bluetorch’, before recently advising industry leaders Quiksilver Entertainment and Extreme Group Ltd on their own action sports expansion.
Olivares’ unique combination of production and executive experience within top national and international sports networks, his deep association with leading action sports marketers and sponsors, and most importantly, his direct involvement with the talents and personalities who define action sports is what prompted Fox Cable into naming him to this current role as Vice President, Programming and Marketing for the new network.
‘For anyone without broad insight into the action sports world to build an authentic offering would be very difficult. In CJ we find a unique talent that can deliver,’ said Anthony Vinciquerra, president and CEO of Fox Networks Group. ‘The thing that seems to drive action sports is that it’s about the individual, as opposed to the team, and that there’s an inherent demand for the creativity, risk and sheer challenge that comes with being out at the edge. That’s what Fox has always been most about, and with CJ and his resources, we look forward to helping empower this first truly digital television generation.’
Said David Hill, Chairman and CEO of Fox Sports Television Group, ‘The team building this network will be made up of people who actually live this life and who are committed to creating a dynamic service for all who embrace these sports and this lifestyle. For this channel to be successful, it’s got to be an environment in which the audience of action sports participants and enthusiasts invests themselves and helps define, as opposed to the usual Television Establishment trying to wrest the controls for itself.’
Olivares’ most immediate task is to finalize branding of the new network, developing a resonant name, signature logo and on-air treatments, as well as, marketing and production techniques that will help distinguish the new service. He will work closely with other Fox programming and marketing entities to develop significant cross-promotional capabilities, while also doing the same with action sports manufacturers such as Quiksilver, Ocean Pacific, Globe, Activision and others to maximize the new service’s cross-platform brand development and promotional reach. On the programming front, he’ll combine a dedicated group of internal creatives and deep connections in the independent production and creative ranks to translate their personal passions into an energizing and innovative programming environment.
‘This can’t be conventional television. Our audience constantly challenges the establishment, demanding exploration, innovation and irreverence,’ Olivares said. ‘The participants in action sports are drawn to them for the chance to tap into a powerful and compelling experience that impacts every aspect of their lives. If we can afford them an authentic expression of the culture, then that’s a really powerful proposition for everyone involved.’
A graduate of University of California Los Angeles in political science, Olivares became editor of Triathlete Magazine in 1984, while simultaneously photographing sports, fashion and personalities for leading clients including Nike, Oakley, Glamour, Sports Illustrated, Sportswear International and CNN. He became editorial director of Triathlete in 1988 and director of development for Inclyne Sports, a pioneer in packaging and producing sponsor-driven television events including ABC’s Foot Locker Slam Fest and Ride of Your Life Mountain Bike Race. He became director of operations for Fox Sports Net predecessor Prime Sports’ Event Group in 1996, supervising the creation and execution of 75 annual sports events and 150 hours of complementary television programming including the Bud Pro Surf Tour, Miller Lite AVP Volleyball, HPAC Surf Series and Steinlager Championship Rugby.
He first came to Fox as director of program development and acquisition for Fox Sports Net in 1997, where he developed the current action sports franchise ‘Rush Hour’, as well as, the weekend ‘Snow Zone’ programming block. He left Fox in 1999 to create the daily one-hour action sports series ‘Bluetorch’ as Vice President of Television for production company Broadband Interactive Group (BIG). He soon rose to Senior Vice President and ultimately Chief Executive Officer for BIG, utilizing the ‘Bluetorch’ franchise to expand into international syndication, direct to video production, as well as E-commerce and T-commerce brand extensions.
For more details contact:
Kelsey Martinez (Fox) 310.369.3881