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CBS is moving into the lifestyle channel arena with the launch of DABL, a digital multicast network set to launch in September through its CBS Television Distribution unit.
CBS has acquired a raft of programming from the vaults of Martha Stewart and Emeril Lagasse to help fill out the channel devoted to what it described as “informative, project-based, feel-good content for viewers to indulge their passions for cooking, home renovation, design, DIY, pets and travel.” DABL is set to bow Sept. 9.
DABL - Multicast - Offering - CBS - O
DABL will be advertising-supported and distributed as a digital multicast offering anchored by the CBS O&O group, which covers 38% of U.S. TV households. CBS is pitching the channel to station partners outside of its O&O footprint and has racked up clearances in more than 70% of the U.S. to date.
Steve LoCascio, chief operating officer and CFO of CBS Global Distribution Group, said the lifestyle programming genre was a natural for the company that has a vast archive of daytime talk, court and informational programming on its own.
Playing - Field - Discovery - Cablers - Niches
The lifestyle/how-to playing field is crowded given all of the Discovery cablers aimed at those niches, among other outlets. ABC tried the Live Well channel focusing on health and wellness as a multicast offering through its O&Os and syndication from 2009 until early 2015. But CBS’ study of the market today found plenty of advertising opportunity. And CBS’ first-run distribution arm has the infrastructure to sell and maintain a channel offered in a syndication-like deal to station buyers on a market-by-market basis.
“We have for years been discussing launching a first-run lifestyle type show,” LoCascio told Variety. “It’s a sweet spot for our ad sales team. We realized that...
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