Thursday, May 31, 2012

Outside Television to Launch June 2012

In the upcoming weeks, Comcast will launch Outside Television, a cable network born of the 35-year-old Outside Magazine. The network will provide content focusing on skiing, running, hiking, surfing and other outdoor activities to a group of approximately 140 million outdoor enthusiasts across the United States.

The network will be available as part of a package of specialty sports and lifestyle channels on Comcast's Xfinity TV in key markets near coastlines, mountains, and the Great Lakes, where outdoor activities dominate the local lifestyle. The birth of the new channel reflects the continuous increase in spending time outside as more Americans aspire towards healthier lifestyles.    

Some of the channel's content will be supported by a brand or sponsor, such as the North Face Expeditions program and Warren Miller Entertainment. Outside TV will also work collaboratively with Outside Magazine to provide integrated opportunities for advertisers across television, print, online, mobile, and social media channels. 

Outside Magazine's video content has until recently lived on YouTube, so the new TV network serves as a significant step for mass distribution. Dennis Gillespie, senior VP of Distribution for Outside Television, hopes the new network will encourage an influx of converts to the outdoorsy way of life.

Outside Magazine already acts as a Bible for those who are passionate the active outdoor lifestyle. I think extending their reach with a TV network has the potential to be hugely successful in speaking to a larger audience, and thus allow brands to gain greater awareness and customer loyalty.

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