At a press event today, newly promoted FX Networks CEO John Landgraf and presidents Nick Grad, Eric Schrier and Chuck Saftler discussed the company’s expansion with the upcoming launch of FXX and revamp of FXM. There will be no hard rules on what program goes where. The distinction will primarily be made by demographic — with flagship FX catering to adults 18-49, FXX targeting adults 18-34 and FXM going for adults 25-54. There will be some overlap, but it will be limited largely to acquired theatrical movies and some off-network series.

Despite the logos for FXX and FXM appearing as only slight variations of the FX moniker, the three networks will have distinct personalities. For instance, the younger-skewing FXX will have a DIY feel, with “the entire on-air look structured around… the fact that that generation is a generation that has been photographing and video taping itself,” Landgraf said.

Saftler provided more details about FX Networks’ new on-demand app FXNOW. It will launch in November or December on a variety of platforms, including xBox, IOS, Android, and will offer episodes of the FX Networks’ original series the day after they air as well as a library of 40-60 movies, mostly recent blockbusters that have just premiered on the three networks. Virtually all programming on FXNOW will be authenticated, Saftler said.

Asked about 10-90 comedy Anger Management‘s sliding ratings, Landgraf admitted the network would’ve wanted them to be better. The network brass are hopeful that the recent exposure on sibling Fox would bring a boost, but they’re also betting on a creative retooling that was recently done during a month-long hiatus. However, despite lower ratings and an option in the agreement with Lionsgate/Debmar-Mercury, FX has no plans to downgrade Anger Management to a less prominent time slot.