Discovery Networks is getting the Health Network into shape — by reverting back to original name FitTV and signing a deal with Jake Steinfeld, of “Body by Jake.”
Rather than focusing on health, revamped channel will target fitness and exercise, featuring new “Body by Jake” programming along with series and specials on wellness.
Switch will take place Jan. 1. Former Animal Planet exec Carole Tomko has been tapped net’s general manager.
Discovery Communications purchased FitTV in September 2001 from Fox Cable Group, rebranding it as the Health Network.
“FitTV will be a companion network to the Discovery Healthy Channel, with high-energy, visually appealing programming designed for the millions of men and women for whom fitness is a way of life,” said Billy Campbell, prexy of Discovery Networks.
Net will launch with 30 million subscribers and has carriage commitments for 50 million subscribers over the next few years.
More than $81 billion is spent in the U.S. on fitness and weight-loss products each year.