Fox upfront embraces the startup mentality

In its first upfront presentation since selling off its studio assets and basic-cable networks to the Walt Disney Co., Fox on Monday pitched itself to advertisers as a scrappy underdog that also happens to deliver some of the largest audiences on television. And while the attempt to spin the Murdoch family’s network as some sort of artisanal broadcast property sometimes seemed to fly a bit shy of the mark—it’s hard to sell a dark-horse narrative when you’re airing the nex