A still frame from a promotional video for the Maximum Effort Channel’s “Bedtime Stories with Ryan Reynolds.” (Courtesy image)
Fubo and comedian Ryan Reynolds have given up on the Maximum Effort Channel less than two years after the free, ad-supported streaming television (FAST) network launched, The Desk has learned.
The channel is no longer available on a handful of third party platforms, including Plex, LG Channels, Xumo Play and Amazon’s Freevee, after technology provider Wurl pulled the plug on the network earlier this week. A website that promoted the channel and its availability went offline on Tuesday. On Dish Network’s FAST platform, Sling Freevee, the Maximum Effort Channel continues to be listed, but its programming feed has been replaced with a “technical difficulties” graphic.
Neither Fubo nor Maximum Effort, the Reynolds-backed company that programmed the channel, have released public statements on the closure of the channel. A customer support specialist with Fubo confirmed Maximum Effort Channel is no longer on the platform, even though the company continues to advertise its availability.
Launched in 2023, the Maximum Effort Channel was promoted as Reynolds’ attempt to channel his inner Brandon Tartikoff by programming and distributing a television network of his own — or so he said in a quote that accompanied the pre-launch press release at the time.
“We believe Fubo occupies the perfect sweet spot between streaming and cable, so we’re very grateful for the partnership with Fubo,” Reynolds said. “The Maximum Effort Channel will try to open the Overton window when it comes to both programming and advertising, but do it in the most gentle, entertaining way possible.”
It was certainly a unique venture. In addition to re-runs of shows like “Two Guys and a Girl,” “Absolutely Fabulous” and “Extras,” the channel offered some exclusive imports and original programs, including “Flip A Cöin,” which involved Swedish actor and filmmaker Dolph Lundgren flipping a coin 21 times per episode. Reynolds himself starred in a short web show called “Bedtime Stories with Ryan Reynolds,” during which Reynolds read bedtime stories in a smoothing voice, accompanied by calm animation.
Fittingly, one of the last original programs aired on Maximum Effort Channel was “Discontinued,” a limited-run documentary series that took a deeper dive into products and services that are no longer around or shells of their former existence. Video retail chain Blockbuster, corporate smartphone company BlackBerry and the Furby were among some of the topics covered by the show.
Leading up to its closure, Maximum Effort Channel set aside its sitcom re-runs and original shows and aired a marathon of low-budget holiday films from late November through the beginning of the new year. The channel was expected to exit the holidays by picking up on its distribution of shows like “Extras,” “Kids in the Hall” and “Mad TV,” according to TV listings from Nielsen’s data company Gracenote.
Despite much promotion at the time of its launch, the channel never gained much of an audience, according to a source at Fubo who declined to be identified. Fubo and Reynolds remain on good terms, and are considering ways to work together in the near future, the source said.
A spokesperson for Maximum Effort has not yet returned an email seeking comment. An attorney representing Fubo asked The Desk to stop contacting the streamer’s main spokesperson with inquiries in January 2023, despite Fubo’s prior complaint that The Desk had not solicited comment for certain stories prior to publication.
