Launch Of Fitness TV Takes The Industry To A Wider Population
The UK's first digital TV channel dedicated to health and fitness launches this summer. Fitness TV, which will be free to air on Sky and simulcast online, will provide a superb platform for the health and fitness sector to reach a national audience, with viewing figures in the region of 600,000 a week anticipated by the end of the first year.
The format of Fitness TV, which is being launched by Media Fitness Ltd, will include an extensive range of daily workouts appealing to a broad range of exercisers from those who currently do nothing through to elite athletes and regular gym goers. The workouts, all designed to be followed at home, will be led by the channel's own team of instructors.
Luan Underwood, Managing Director and Founder of Media Fitness Ltd, explains: "We aim to cater for everyone interested in fitness, with programmes ranging from Bangra inspired dance sessions and pole dancing through to men's resistance training and children's yoga.
"We are positioning the channel as an additional workout option, not as a replacement to gyms, fitness and wellbeing classes. We would like to capture the imagination of the 80% of UK citizens that have never visited a gym and inspire them to do so. We also aim to reach people unable to visit fitness facilities, perhaps because they have young children, or time pressures that make it difficult to get to the gym for a few weeks."
Fitness TV also aims to educate viewers. "We have developed content to inspire and empower our viewers including inspirational documentaries about athletes and members of the public, along with lifestyle content, looking at alternative therapies, holistic treatments and nutrition. It's important that the channel caters for all audiences with an interest in health, fitness and their wellbeing" says Luan.
Available both through digital TV and online, the multi-platform channel offers businesses the chance to reach a highly targeted audience via advertising and sponsorship of relevant programmes. David Osmond, Director at Casall UK, says: "We'd never considered television advertising before, but Fitness TV offers us an incredibly cost effective opportunity to reach a very specific market, so it wasn't a difficult decision to make."
The channel is supported by a website that offers advertisers and sponsors another opportunity to showcase their products and services. Each month health and fitness products will be tried and tested and traffic will be directed to advertisers' websites.
Media Fitness Ltd employs a team of support staff, The Sales Response Team, who are on hand to work with organisations that are new to TV advertising and programme sponsorship. Luan Underwood continues: "We recognise that many companies will be new to broadcast media so we want to make a partnership with Fitness TV as simple as possible. Our team works with organisations to make sure that they receive the right level of marketing support for their sales needs, brands and budget - ultimately the Response team's purpose is to hand hold our advertisers through the whole process to ensure they receive the best return on their marketing investment. We can also help produce low cost, high quality TV adverts if required."
For more information visit: www.fitness.tv
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