The last time he addressed the Television Critics Association, John Landgraf kicked things off by noting how "The Shield" was a game-changer for basic-cable programming and how FX, by launching it, not only pushed itself to the forefront of basic-cable channels doing original scripted programming, but seriously challenged HBO in the process. Landgraf, president and general manager of FX and one of the brightest executives in the business, was right on all counts. "The Shield" went on to close out a wonderful run with a brilliant last season - then got virtually snubbed at the Emmys, partly because of typical Emmy voter blundering but also because of increased competition from other basic cable channels who followed FX's lead.

"We know how HBO feels now," Landgraf said, to laughter.

The rise of powerhouse basic-cable competitors like AMC, TNT, USA and Syfy can't be underestimated. And if there's any lingering doubt, witness how the premiere pay channels like HBO and Showtime rose to the fight.

With a seminal series like "The Shield" off the air and the popular drama "Nip/Tuck" leaving after 19 more episodes, FX has some flux going on. But it also appears to have weathered the transition better than others with the continued creative strength of "Rescue Me" (despite the Emmy dis this year), "It's Always Sunny in Philadelphia," the Emmy-nominated "Damages" and the breakout of its freshman series "Sons Of Anarchy," which will start Season 2 on Sept. 8. On Friday, Landgraf told critics that FX had developed six pilots - the most it had ever done - as proof that it intends to stay viable in the race for viewers.

Two series already picked up are the wonderfully funny and perverse new animated comedy, "Archer," which could premiere before the end of 2009, and "Lawman," starring Timothy Olyphant and executive produced by Graham Yost, the respected writer and producer of far-flung projects like "Boomtown," "Band of Brothers," "From the Earth to the Moon" and the upcoming HBO miniseries "The Pacific." "Lawman" will air in 2010. Landgraf said there's a good chance the four pilots that weren't picked up may get the green light - not only because he likes the quality, but because it's clear the chase is on from competitors.

"I think it's flattering in a way ... that every basic-cable network that's striving for top status has chased after the strategy that was really pioneered at FX, but there's no question it makes it more challenging. I think where we will continue to try to differentiate ourselves is we will continue to take big risks. We'll continue to make shows that are as original as we can possibly devise or buy, and we'll continue to make shows for adults and specifically for adults as opposed to for families. I think there's absolutely a place in television for safer programming or programming that people can watch with the whole family. I'm glad that programming exists. I have a family. But I think there's also a place for programming for adults, and HBO and Showtime, I think, cover that well within the premium cable space; I think there's a place for that in basic cable, and I think FX is going to continue to be that place."

That comment, more than anything, tells the story both of FX's success and its mission. The channel has never developed a series that didn't get a TV-MA rating (for mature) and prefers to air its programming in the 10 p.m. hour. "I'd love to have a big-hit show at 9, but FX has a particular characteristic to its programming," Landgraf said. "It's a little ribald and, you know, salty, and sometimes a little sexy or violent. We've pushed around the margins of that with 'Damages' and 'The Riches' and stuff like that, but I think we also kind of know who we are, and we are going to stick to our knitting."

And even if you know you're going to get the geared-to-adults violence, language and sex in FX programming, the channel has been less successful trying to cultivate an audience with comedies. Now that "It's Always Sunny in Philadelphia" is a hit, FX is gearing up for more comedy, having a better grasp of how it wants that humor to reflect the brand and an improved notion of what will work, since its last effort, "Testees," was canceled. "Archer," created by Adam Reed ("Frisky Dingo," "Sealab 2021" on Adult Swim) is getting major buzz (voice talent includes Aisha Tyler, Chris Parnell, Judy Greer and Jessica Walter). And FX seems pleased by the two other sitcoms it developed, including one with Louis C.K. "We are trying to locate the Venn diagram sort of where smart and funny intersect," Landgraf said. "Where scathingly satirical or really bitingly smart and really edgy and bitingly funny intersect. The thing about 'Testees' is I think it was just a little too juvenile at the end of the day."

To read more about the Television Critics Association meeting in Los Angeles, go to Tim Goodman's blog, the Bastard Machine, at sfgate.com.

E-mail Tim Goodman at tgoodman@sfchronicle.com. You can read his TV blog, the Bastard Machine, at www.thebastardmachine.com.

This article appeared on page E - 1 of the San Francisco Chronicle