Popular web destination PopSugar is partnering with Indian conglomerate Zee Entertainment to produce health and fitness content for Zee’s network Z Living, reports Adweek.
PopSugar’s fitness verticals have expanded quickly, growing 36 percent in January, with particular appeal to millennial women. The brand averages 44 million uniques monthly, according to ComScore.
For Z Living, PopSugar will start off producing a TV version of online series Class FitSugar, and will develop a primetime series. All of the shows will be branded “PopSugar on Z Living,” says Adweek.
Part of the partnership will include creating native advertising opportunities for advertisers, PopSugar Studios President David Grant told the magazine.
Z Living has been expanding its content portfolio under new general manager Rafe Oller. In December, the network signed a deal with 3 Ball Entertainment, producer of NBC’s The Biggest Loser and other programs. Under that pact, 3 Ball is producing three series for the channel: The Big Fat Truth, with host JD Roth; Finding Fido, in which dog expert and best-selling author Seth Casteel helps people find their perfect canine companion; and Homegrown Wedding, which features wedding planners helping couples create their dream weddings right in their own backyards.
Z Living is currently available in eight countries. In the U.S., it airs on Verizon Fios, Dish and Cablevision, with pending deals with AT&T and Comcast. Oller expects it to be available in 40 million homes within two months, and 50 million by the end of the year.
Read more: Adweek
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