Fuse Rebrands FAST Channel to Shades of Black

Fuse Media has rebranded its Fuse Beat free, ad-supported television (FAST) channel as Shades of Black as it continues to offer content targeting African-American viewers.

The service, which initially launched in 2021 and offers more than 500 hours of premium movies, series and documentaries, has posted strong audience numbers in August with more than 100 million minutes watched across all domestic platforms, according to Fuse.

Shades of Black is one of several Fuse FAST Channels that have recently combined to strike distribution deals with Freevee, Roku, Vizio, Xumo and Pluto TV, according to the company.

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“The rebrand to Shades of Black aligns the channel more closely with its brand mission, which is to celebrate the multifaceted Black experience and impact on our culture,” Fuse Media chairman and CEO Miguel Roggero said in a statement. “In little more than a year since its launch, the channel has connected strongly with audiences, growing each month to its highest viewership yet this past August. We are thrilled with the viewer response to the channel and its uplifting content, both at home and abroad.” ■

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.