Turner is trying to make TV a little better for you.

Its new lifestyle brand, Upwave, aimed at consumers interested in health and wellness, has launched online with a YouTube channel and social media accounts before going live on-air this December.

In December, Upwave will launch as a two-hour programming block on HLN, targeting audiences already interested in better health, a rapidly growing consumer base. The new programming block and online brand plans to use entertainment first to lure in these audiences, featuring health and wellness content that can also lead TV audiences to its online brands.

Its on-air brand will launch with the tagline “Live Life on the Up” and separates its programming into five categories: eat, move, relax, thrive and connect.

So far, Upwave’s online channels and main site features fitness routines, recipes and health-related answers to viewers’ questions (under the header “Why Do Men Have Nipples?”). According to Variety, Turner wanted to launch Upwave first with digital properties in order to attract like-minded consumers and firmly establish the brand before it goes live on-air.

Read more about it at Variety.

Brief Take: Upwave is marketing to the audience base interested in health, wellness and fitness, a quickly growing demographic that holds a lot of power in both consumer and entertainment brands. By launching online, Upwave is able to establish itself before taking its brand to TV.

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