7 Agencies In Running For Fit TV

Fit TV, which launched a national agency search last month, has selected six shops in Los Angeles and one in New York to compete for its estimated $10 million account.
The California shops are J. Walter Thompson, Los Angeles; Wiley & Associates, Westlake Village; House Design & Film, Beverly Hills; Kovel Kresser & Partners, Venice; and WongDoody and PPandG, both Santa Monica, a client representative said last week. Korey Kay & Partners, New York, is also pitching.
The first round of creative presentations began last week, and the Los Angeles-based cable network said it may require a second round.
Agencies offered taglines, gave full speculative creative presentations and proposed a six-month media plan beginning with the channel’s January relaunch.
Previous ads were mainly created in-house. Fit TV has spent around $5 million annually in the past, but sources said as much as $10 million could be spent on the relaunch. When the search began, president Pyper Davis said “a very big promotional push over the next five months” was planned.
Fit TV plans to reposition itself as a 24-hour network with lifestyle and fitness programs targeting women.