No advertising for this channel at all. If you Google it you only get hits from forums There is nothing even on the FW website.
I'm sure he has a plan up his sleeve, he knows his job and how to promote and will probably employ someone in the field to take care of it. make no mistake he's doing this for a reason else he wouldn't bother, sky must have something negative to boxing install i.e lower budget for cards and less lucrative tv contracts.
I wonder how much the channel costs him. He has nothing to lose showing fights for 2 hours a day. Hell, throw an ultra biased FW boxing show on it. There should be countdowns and training footage for every show he has.