Fox Soccer Channel’s weekly soccer call-in program Fox Football Fone-In has been canceled according to the Beyond The Pitch podcast.

The show originally began in 2004 as Fox Football Friday, but since then it has changed almost everything including hosts, formats, days of the week, name of the show, sets, co-hosts and more in the hopes of developing a winning formula that would generate decent viewing audience numbers. However despite the addition of Eric Wynalda to the show last summer, who along with Nick Webster hosted arguably some of the best episodes of the show culminating in pre-World Cup appearances in New York CIty inside a pub swelling with soccer fans, the decision has been made that the show will not continue.

Replacing Fox Football Fone-In (FFF) will be a new show with a working title of Talk Live. It’ll be hosted by Kyle Martino, the former Columbus Crew and LA Galaxy midfielder who also made several appearances for the US men’s national team. Martino was most recently one of the commentators for ESPN Radio’s live coverage of the 2010 World Cup tournament.

Webster is a producer at Fox Soccer Channel and a regular columnist at FoxSoccer.com.

As of press time, a spokesperson for Fox Soccer Channel was unavailable for comment.

UPDATE (July 30): Kyle Martino has updated his Twitter account to announce that he’s leaving ESPN and has confirmed that he’s going to be doing the show for Fox Soccer Channel.

Fox Soccer Channel was featured in Adweek last week, the bible for the advertising industry in the United States. The article focused on Bass Ale’s sponsorship of the Super Sunday Plus show featuring Christian Miles, Gary Richards and Keith Costigan.

The main message in the article is how Fox Soccer Channel is producing branded entertainment for sponsors rather than playing the typical 30 second spots. What Fox and Bass Ale have created on Super Sunday Plus is a package that is relevant. Three blokes sitting in a pub chatting about football with Bass Ale’s name splashed around the pub and across the screen. To me, this isn’t too much of an intrusion in my football watching experience.

The article mentions that Fox is in talks with other advertisers regarding similar branded entertainment opportunities. Here’s where I’m concerned. Other than a pub setting, what other branded entertainment opportunities could Fox create that would be a good fit? I really can’t think of any.

I haven’t watched Fox Football Fone-In this season but in previous seasons the co-hosts and set have been kitted out in so many football shirts and associated gear that it looked the show and the hosts were prostituting themselves for the almighty dollar.

The channel risks turning the network into a joke. Let’s hope that they make the right decision by promoting advertisers in an appropriate and sensible manner that keeps the focus on the content of the show and not the brand names that sponsor the show.