New Balance is moving ahead of the curve and shifting its advertising buy to better address consumer demand and the evolving technology landscape. New Balance has invested in the latest on-demand fitness TV program, exercisetv, recently launched by Comcast and Jake Steinfeld, of Body by Jake. The program is dedicated to sports instruction and motivational programming.
Exercisetv offers consumers access to the world's leading fitness video/DVD producers 24 hours a day, seven days a week on video on demand. Developed by Comcast and founded by Jake Steinfeld, with Time Warner Cable as an additional equity partners, exercisetv now is available to Comcast and Time Warner customers with video on demand.
During a pre-launch trial period with Comcast, exercisetv video on demand
(VOD) reached more than two million views per month and 20 million workouts
viewed over the course of the trial.
Exercisetv is a network developed exclusively for VOD and emerging media
formats, such as wireless and online video, which represents a significant
shift from the traditional television programming and advertising model.
Rather than 30-60 second ads, sponsor-branded messages are completely
integrated into the content of the network and include: product placement,
branded graphic overlays and educational video segments developed in
conjunction with sponsors. New Balance is the first brand to sign a
multi-million dollar deal with exercisetv and is the exclusive athletic
footwear and apparel sponsor of the network.
“Exercisetv represents the next generation of television networks we are
developing that are created for time-shifted, on-demand viewing,” said
Steve Burke, President of Comcast Cable and COO of Comcast Corporation.
“Fitness content is ideally suited for video on demand, and the
multi-billion dollar home exercise market offers a great business
opportunity for additional exercisetv sponsors. This partnership also is a
major step in the evolution of advertising through new and innovative
formats.”
“Being able to partner on this breakthrough in the home fitness experience
with Comcast, New Balance and Time Warner is awesome,” said exercisetv
Founder Jake Steinfeld. “We're offering the single biggest collection of
motivational, sports and fitness programming in the universe. We'll give
viewers the best variety, 24×7 access to the world's top trainers and
continually refreshed workouts that keep them motivated to stay fit.”
An exercisetv Advisory Board of fitness and nutritional experts also will
work closely with Comcast and Jake to develop new original programming that
will debut on exercisetv later this year. In addition, exercisetv programs
will feature original content developed in conjunction with New Balance,
including fitness tips and segments.
“New Balance recognizes the importance of athletic activity as part of a
healthy, balanced lifestyle. Exercisetv on demand offers consumers an easy
way to fit exercise into their own lifestyle, and is an innovative and
integrated marketing medium where we can showcase all of our brand's unique
strengths,” said Jim Davis, Chairman and CEO of New Balance.
This content is now available on Comcast and Time Warner Cable systems
nationwide, marking the first widespread distribution of a network
developed exclusively for VOD by Comcast.
“As consumers continue to experience and understand the power of video on
demand, they are coming to expect even more convenience and more control
from this cable-only service,” said Fred Dressler, Time Warner Cable
Executive Vice President for Programming. “Exercisetv is a perfect
application for VOD as it provides customers with the usefulness of
working-out on their own schedule and the ability to self-tailor an
individualized training regimen.”
Exercisetv's programming is available for no additional charge to Comcast
and Time Warner Cable digital cable customers with VOD service, and
includes about 90 different programs that would each typically cost about
$14.99 each on DVD, representing a significant value for consumers. Viewers
have access to the world's best personal trainers 24 hours a day, and can
use the service's DVD-like functionality to work out at their own pace.
The network's companion website www.exercisetv.tv will become an online
destination for additional fitness resources, including tips for planning
workout schedules and program samples. In the coming months, viewers will
be able to visit the website to purchase items that they see on exercisetv,
including fitness apparel, equipment and extended versions of their
favorite workouts on DVD.
