×

Publisher of Men’s Health, Prevention Signs with UTA to Develop Programming

UTA has signed Rodale Inc., publisher of lifestyle magazines including Prevention and Men’s Health, to help the company develop scripted and unscripted programming opportunities across all media platforms.

The deal, announced Tuesday by Rodale president Scott Schulman, marks the first time the publisher has had representation from a Hollywood agency. Rodale’s portfolio also includes Women’s Health and Rodale’s Organic Life.

“For more than 70 years, Rodale has been creating the most engaging and inspiring content on all aspects of a healthy lifestyle — in food, fitness, relationships, adventure, recreation and other areas,” said Schulman. “Teaming up with UTA is a natural next step as we extend our great brands and stories into television programming that entertains, motivates and improves the lives of audiences.”

He told Variety that, while Rodale has a strong digital component on its brands’ websites now and that he would be open to film opportunities, the big focus is on television.

“We’ve had amazing stories of personal transformation in our brands that would really lend themselves to motion pictures and television programming,” Schulman said. “We’ve had a number of discussions over the years and recently have been exploring things like nonscripted programming for cable networks … the healthy lifestyle space is the most exciting thing going on in the consumer market now.”

Rodale is following other major publishers in looking to Hollywood for a new source of profits from content licensing. The Atlantic magazine signed a similar deal with WME in 2013. ICM has represented the New York Times since 2011. Last year, Conde Nast Entertainment signed a first-look deal with for scripted series with 20th Century Fox TV.

“We are thrilled to be working with Rodale Inc. to connect their exceptional content and trusted brands to consumers in new and innovative ways,” said UTA partner Nancy Gates.

More TV

  • Red Arrow Studios Boss James Baker

    Red Arrow Studios Boss James Baker Says Flexibility, Not Size, Is Key

    The goalposts have shifted for international production and distribution groups, says James Baker, president of Red Arrow Studios. “The old notion that size is everything is changing,” Baker, a former exec at Sky and Al Gore’s Current TV, tells Variety. “It’s now much more how flexible can you be to respond to a change in [...]

  • Borussia Dortmund head coach Lucien Favre,

    International TV Newswire: Streaming Sports, Gen Z on Power, Dutch Detectives & More

    In this week’s International TV Newswire, catch up on Amazon’s soccer push, Gen Z’s thoughts on power structures, DAZN’s newest acquisitions in Europe, a rebooted detective drama in Amsterdam, A+E Networks executive shake-up in Asia and a new international animation alliance between Mondo TV Group and German upstart Toon2Tango. Amazon Picks up Another Soccer Docu-Series: [...]

  • Pinewood Studios James Bond

    Netflix's Shepperton Studios Deal Is Stretching the U.K.'s Production Limits

    Netflix’s huge new hub at Shepperton Studios outside London is a further fillip for Britain’s booming production sector. Amid jitters over Brexit and its effects on the economy, the streaming giant’s commitment is a vote of confidence in the U.K. entertainment industry and a continuing source of local jobs. But the decision by Netflix to [...]

  • BBC ITV BritBox Streaming

    BritBox to Roll Out in the U.K. in Fourth Quarter

    British broadcasters the BBC and ITV have formally agreed to launch their joint streaming service, BritBox, in the U.K. in the fourth quarter of 2019. It will be priced at £5.99 per month, making it the same price as the cheapest Netflix subscription in the U.K. ITV will control BritBox, holding a 90% stake. The [...]

  • Kamala Harris

    Joe Biden and Kamala Harris Face Rematch in Next Democratic Debate

    Former Vice President Joe Biden and Senator Kamala Harris will have the opportunity to square off again in the second debate among Democratic hopefuls vying for their party’s nomination in the 2020 presidential election CNN, which will broadcast the next round of debates on July 30 and 31, televised a draw Thursday night that decided [...]

  • Jon Wax

    Jon Wax Joins Amazon Studios as Head of Genre Programming

    YouTube’s head of scripted programming Jon Wax is joining Amazon Studios as its head of genre programming, Variety has learned. Wax will take up the position recently vacated by Sharon Tal Yguado. He had joined YouTube in August 2017, heading up drama, unscripted and current programming for YouTube’s premium channel. Prior to that, he had [...]

More From Our Brands

Access exclusive content