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Fitness Goes On-Demand

18 Jan, 2006 By: Jessica Wolf

The fitness DVD market has some healthy competition for the home workout consumer.

Comcast, Time Warner, shoe manufacturer New Balance and Jake Steinfeld, creator of the “Body by Jake” workouts, teamed up to present the new video-on-demand network ExerciseTV.

The channel is available at no additional charge to Comcast and Time Warner digital cable customers. More than 90 workout programs are available at any given time including cardio, Pilates and yoga, as well as health and nutrition tips and advice.

Viewers can interact with the service just like they do with popular workout DVDs, choosing and organizing the workouts they want into personalized segments.

"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.

New Balance has signed on as the exclusive athletic footwear and apparel sponsor of the network.

The service will incorporate sponsor-branded messages into the content of the network and use product placement, branded graphics and educational video segments created with sponsors.

An ExerciseTV advisory board of fitness and nutritional experts will work closely with Comcast and Steinfeld to develop new original programming that will debut on the network later this year. ExerciseTV programs also will feature original content developed in conjunction with New Balance, including fitness tips and segments.

During a limited trial launch with Comcast, ExerciseTV VOD content reached more than two million views per month. Viewers used 20 million workouts over the course of the trial.

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