New York-based prodco MY Entertainment has struck a deal with the magazine publisher behind Men’s Health and Runner’s World to develop lifestyle content for television around the brands.
Michael Yudin’s prodco has teamed up with Rodale, which publishes 100 brands across 67 countries, to work on content based on Rodale’s IP and talent relationships.
Developers at MY Entertainment will collaborate with editors at Rodale’s magazines to identify ideas and personalities that would make storytelling opportunities for lifestyle series.
It is the first time Rodale has engaged with a prodco that can deliver television, OTT and/or web-based video content.
Adam Campbell, chief content officer at Rodale, said: “As a global health and wellness content company, we need to be everywhere our customers are – and TV is a natural next step.
“This partnership will enable us to extend our brands with compelling stories that inform, entertain and provide value to both our existing consumers and new audiences around the world.”
MY Entertainment CEO Yudin said: “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.”