Founded in the teeth of a recession the Active Channel on Sky has proved itself fit against tough economic odds and taken pole position as the UK’s biggest health and fitness broadcaster.
Topping an impressive one million viewers per month after only one year of broadcasting the channel has been embraced by an audience hungry for their fresh, pioneering content.
The Active Channel is the only health & fitness broadcaster in the UK to commission the majority of its output thus ensuring an accessible, dynamic mix of energetic, relevant, informative programmes tailored for the fitness-minded and health conscious audience.
Popular titles have included Dean Ash’s Hard Training, Bourne film self-defence show - Komie Invasion, fitness show - Celebrity Trainer, exclusive coverage of Miss England and Miss World and a number of adrenaline-sports titles including X Adventures and Adrenalize. Celebrities appearing on the channel have already included Kylie, Jason Statham, Arnold Schwarzenegger, Liz Hurley and many others.
“It’s a much bigger and more costly challenge than just buying in your programmes”, says the channel’s director of development, Mark Hiley, former head of Rapido Television. “The overwhelming success of the channel has reflected bigger and bigger programme budgets, which has enabled it to make better and better programmes. Critics are already calling the channel a pioneer of its genre and the programmes are starting to be sold to broadcasters worldwide”.
Vigorous growth is anticipated to continue as audiences experience the great motivation delivered by the channel program content. Growth boosted in the UK naturally by Olympics fever and through building on the channels successful commissioning strategy with the forthcoming introduction of a whole new batch of innovative programmes featuring artists such as Caprice and Aggro Santos. Meanwhile overseas expansion will deliver this winning formula internationally and impact exponentially on audience figures.
Opportunities for programme sponsorship and product placement will be phased in from 1st May 2011, when the channel will open its doors to new advertisers as the exclusive advertising deal with their foundation backer draws to a close.
Early adopters such as FHM, Loaded, Men’s Fitness, Health & Fitness and Muscle & Fitness are amongst those high profile brands already appearing on the channel.
The audience demographics show a slight male bias of 62%, predominantly ABC1 and 18-34 and this could be a reflection on the lifestyle choices of the UK consumer to become healthier, fitter and stronger.
Initially, the channel was backed by sports supplements company, LA Muscle, who acquired Sky channel 281 for the broadcaster, in August 2009. Following a six month trial period, The Active Channel was officially launched on 1st May 2010. The agreement with LA Muscle gave them a one year window in which to maximise the advertising.
“Our investment in the channel has been a big winner for us”, Says LA Muscle founder, Parham Donyai. “It has driven millions of pounds worth of sales which has more than repaid our original investment”.
The Active Channel is a fresh and dynamic presence in the health & fitness market place and is the most natural and powerful medium by which to reach a fitness-minded and health conscious audience.
About The Active Channel
Launched in May 2010 the Channel was initially backed by sports supplements company, LA Muscle who held an exclusive advertising option for the first year.
By spring 2011 audience figures reached over one million making the Active Channel the UKs leading health and fitness broadcaster.
See following link for advertising opportunity information:
Notes to Editors
To arrange interviews with leading Active Channel personnel, for further information and press assets such as scans please contact the press office or see link to press assets pages
t: +44 (0) 845 833 8292
The Active Chanel Sales
t: +44 (0) 20 8965 1515
e: marisa.sitney@ theactivechannel.com
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