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Home » Fitness » Rodale takes YouTube plunge, launches fitness channel

Add one more to the list of consumer publishing brands leveraging YouTubes aggressive video channel push. (Or is it the other way around?)

Earlier this week, service publishing company Rodale parterned with Los Angeles-area production shop BermanBraun to launch a new health- and fitness-oriented YouTube channnel, 3V.

Titled around the desirable attributes of vigor, verve and vitality, 3V is a production collaboration between Emmaus, Pennsylvania-based Rodale, publisher of such print lifestyle brands as Mens Health, Runners World and Prevention, and BermanBraun, the multi-faceted production company founded by Hollywood TV heavyweights Gail Berman and Lloyd Braun.

The first series to be showcased on the channel is Woman v. Workout, a series of reality-lifestyle shorts featuring fitness model Lauren Berlingeri trying out various taxing and exotic exercise regimens.

Other short-form series include Fitness Fail, which will feature comedians delivering Talk Soup-like commentary on the flora and fauna of fitness-themed video dispersed all over the internet. YouCube, meanwhile, will offer Mens Health-esque workout tips that desk jockeys can do in their cubicles.

Spotting each other on production

Rodale and BermanBraun are also at work on a separate healthy-eating-themed channel that will be launched later this year.

YouTube, which is dispersing an initial round of about $100 million in financial support to around 100 channel operators, and currently trying to sell TVs traditional advertiser base on its collective video offering, has characteristically urged both companies not to reveal the monetary details of their arrangement.

In basic terms, however, the agreement is similar to virtually all of YouTubes other premium content deals, with Rodale and BermanBraun splitting a majority share of advertising once YouTube recoups its start-up costs. YouTube, and parent company Google, will handle all the advertising sales. Ground-floor sponsors include cosmetics-maker Rimmel, as well as various packaged-goods companies

With YouTube dividing $100 million about 100 times, production budgets will be typically lean, with Hollywood union acronyms like SAG-AFTRA, WGA, DGA and IATSE nowhere to be found.

The rest is here:
Rodale takes YouTube plunge, launches fitness channel

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Home » Fitness » Rodale takes YouTube plunge, launches fitness channel