Turner Starts Health Brand, Upwave, to Feed CNN and Other Networks
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Turner Broadcasting is starting a new effort to create health and wellness content for TV and digital media across its networks under the brand name Upwave.
The initiative will extend across several media platforms, starting with a website in June, a mobile app and then TV in the fourth quarter, according to Molly Battin, senior VP and general manager of Upwave. TV programming will include scripted series, docu-dramas and reality competition shows on CNN and HLN in the fourth quarter, Ms. Battin said.
Upwave content may also live as interstitials on TNT, TBS and Cartoon Network, but its TV presence is perhaps most noteworthy as another avenue for CNN to add more lifestyle content under President Jeff Zucker. Mr. Zucker has been revamping the news network’s lineup to include shows like Anthony Bourdain’s travel series “Parts Unknown,” a planned weekend sports show and, next year, the unscripted docu-drama “Chicagoland.”
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