Turner Starts Health Brand upwave to Create Digital, Mobile and TV Content

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By Jeanine Poggi for AdAge.com
May 09, 2013

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 HLN, Ms. Battin said, and may also live as interstitials on Turner networks such as CNN, TNT, TBS and Cartoon Network.

upwave content will fit into one of five pillars: eat, move, relax, thrive and connect. The website will host a mixture of articles, polls, quizzes and digital series, the first of which, "Life on the upwave," will profile Turner talent and celebrities about how they live their best lives. Its 30-second and 60-second snippets may also air within Turner programming in the form of branded messaging. Other digital shorts may focus on exercise, cooking and challenges encouraging viewers to take actions to live healthier lives.