Broadway Across America and Lifetime morning show “The Balancing Act” have teamed for a series of six TV segments that will highlight Broadway titles that are currently on the road or will imminently launch touring productions.
The initiative, called “Broadway Balances America,” will showcase “Dirty Dancing” (pictured, above), “Motown,” “Newsies,” “Annie” and “Pippin” in backstage spots that will air as part of “Balancing Act,” the six-year-old Lifetime series targeted to the channel’s 24-54 year old female demo and covering topics including family, career, health and wellness.
Whereas Broadway, the epicenter of the theater industry, more often dominates what little media coverage that theater can attract, the “Broadway Balances America” programming provides an unusual national showcase for the touring industry, in which Broadway Across America is a major player.
The “Balancing Act” showcase promotes the featured musicals to a viewership that shares a hefty overlap with Broadway’s prime ticketbuying demographic of older-skewing females. The daily 7 a.m. series isn’t measured by Nielson, but Dr. Thomas C. Deters, the president and CEO of “Balancing Act” production company O2 Media, said the show delivers more than 750,000 viewers each week (based on Rentrak figures). Seventy-five percent of those viewers are women.
“Our audience is always looking for things to do with their family, and this fits right in with that aspect,” said Deters.
For Broadway Across America, the series will help reach audiences nationwide — particularly single-ticket buyers for the upcoming touring season — in a crowded media market. “It’s branded content, and it helps cut through and reach audiences we might not normally reach,” said Lauren Reid, CEO of Broadway Across America’s theater division.
Segments in “Broadway Balances America” will focus on everything from the audition process for “Annie” to “Balancing Act” host Olga Villaverde’s rehearsal with the star of “Dirty Dancing” (pictured, below). Education initiative Broadway Classroom also earns a spot in “Broadway Balances America.”
The six segments recently completely shooting. Both Deters and Reid said they hoped it would lead to a regular showcase for touring shows on the series.
“Broadway Balances America” airs its first segment during the Aug. 12 episode of “The Balancing Act,” with subsequent installments of the series airing periodically through November.