What a great and unique experience to design an entire television network from scratch… that is essentially what our team was challenged with in December, once elements made the decision to launch our “elements living television” network in mid-2009.
So, how do you go about creating a TV network? First, it begins with developing a concept. In our case, we are intent on creating an entertainment experience within our health clubs… a reflection and an extension of the “living” elements brand. The idea for the network began several years ago, after several of our staffers were speaking about how boring the music was in their (non-elements!) gyms. Of course, as our brand continues to grow worldwide, we are always looking for ways to better communicate with members and prospects, and to deliver the message of wellness. Although it seemed like a daunting prospect, a network delivered via web, would allow us to create a uniquely branded experience for each and every elements member, worldwide. After doing research into the feasibility, we quickly realized that we could find major national brands such as Nike and Estee Lauder to underwrite many of the ongoing production costs (keeping the content and music fresh was a major initial concern, making it cost effective for our franchisees was the other). After many months of explorative work, a production partner was selected, and the foundation for the soon-to-be launched “elements living tv” was laid.
The network, debuting this spring, will include well selected music videos, clips and segments from our Fitness Advisory Board, healthy lifestyle tips, and motivational messages – The multi-channel network is slated to include music videos (on seven uniquely created playlist stations. Creating the music selections turned out to be a full time project onto itself… how do you properly represent the musical tastes of an diverse audience of women nationwide? The solution was to hire a music engineer as well as develop a system allowing local elements clubs to customize the music according to the time of day, day of week, and the preference of members… allowing a fully customizable platform within the network! Look for a special sneak peek of the music station coming very soon….
Tags: broadcast netwrok, elements for women, elements living, elements living television, fitness music, health club music, music engineer
