MY Entertainment Inks Deal with Men’s Health Publisher Rodale

New York-based independent production company MY Entertainment is teaming up with global health and wellness content company, Rodale.

Under the deal, MY Entertainment will work with Rodale to develop content based on Rodale’s IP and talent relationships. The company owns brands such as Men’s Health, Women’s Health, Runner’s World and Bicycling.

The MY development team will collaborate closely with the editors of Rodale’s brand to identify compelling ideas and personalities for new storytelling opportunities.

While the companies would not reveal specific examples at this stage in the deal, the stories in development will be based on real life and the titles in development will be targeted at lifestyle channels.

“Rodale’s portfolio is a treasure trove of factual and lifestyle entertainment. The range of lifestyle and human-interest stories is not just deep and diverse, but truly inspirational,” said Michael Yudin, CEO of MY Entertainment, in a statement. “This relationship has it all: a mine of strong IP from loved and trusted brands, and a production company with the knowledge and experience to bring them to TV.”

This deal marks the first time that Rodale has worked with a production company that can deliver traditional TV, OTT and web-based video content. Adam Campbell, chief content officer at Rodale, says television is the natural next step for the company.