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NEW YORK Former ad agency executive Fred Smith is launching a media company called IdeaCast that will target consumers as they work out at their health clubs.
Smith and his backers have spent $15 million securing programming rights from networks including CNN, CNBC and ESPN, and deploying reception equipment in participating venues.
Charter advertisers include Pepsi, which will advertise its Propel sports drink on the health club network. Other marketers signing on include Orbitz, FTD and Molson.
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