Time Warner Cable launched ad-supported healthy lifestyle VOD channel

Michelle Clancy ©RapidTVNews | 01-05-2012

Time Warner Cable has launched an ad-supported VOD channel, Health on Demand, providing 24-hour access to healthy lifestyle content and the ability to give marketers access to a geographically targeted, engaged, health-conscious audience.
Advertisers can promote their content with two TWC partners, the magazine Cooking Light and Gaiam TV. The latter is a streaming video subscription service that includes exclusive yoga, Pilates and fitness classes like Cardio Weight Loss, Pilates Energy, Daily Yoga and Buff Moms. Its segments also will feature videos on stress reduction.
Cooking Light segments will feature recipe makeovers and tips for making healthful food choices. Cooking Light videos available at the launch include shows on healthy salads and kids' snacks, Get Your Fiber, Cast-Iron Burgers and a key lime pie segment.
Local health care providers will also be able to feature patient education videos on the new channel.
"We're always looking to provide our customers with the opportunity to explore and find new offerings from local advertisers while enabling advertisers to reach their key audiences," said Joan Hogan Gillman, president of Time Warner Cable Media. "Health on Demand will create a robust destination for anyone seeking tips and recipes for a healthy lifestyle while allowing advertisers to engage with self-selected heath content seekers and maintaining 100% share of voice with a responsive television audience."
Health and lifestyle advertisers can use long-form content to engage viewers, with the ability to target their message in the category in which it will resonate most -- Cooking Light, Get Fit or My Local Health. Time Warner Cable Media will provide detailed metrics and insights to track viewership and engagement for each campaign, and overall marketing support will focus on raising year round consumer awareness with customised, multi-platform campaigns.
Additionally, advertisers will be able to leverage Enhanced iTV where available, as well as TWC online and broadcast campaigns.
The debut of Health on Demand follows the successful re-launch of previously existing ad supported Video on Demand channels, including Travel on Demand and Find It on Demand, which saw a 285% and a 75% increase in monthly viewership, respectively, on TWC.