NEW YORK IdeaCast, an out-of-home digital media company, has signed a content deal with E! Entertainment Television, which will contribute content to IdeaCast's Health Club TV network across 1,000 health clubs nationwide.
As part of the agreement, E! will provide celebrity and entertainment content including programs such as E! News, The Soup, Keeping Up With the Kardashians, True Hollywood Story, countdown specials and red carpet events.
E! joins other IdeaCast content providers including CNN, ESPN, CNBC and MSNBC. For E!, the content deal extends the E! brand outside the home. For IdeaCast, the addition of E! is aimed at drawing more advertisers targeting women to IdeaCast's network.
"Fifty-one percent of health club members are women, and E! Entertainment Television is exactly what they have told us they want to watch while working out," said Jason Brown, president of sales and marketing for IdeaCast.
Founded in 2006, IdeaCast is one of several out-of-home video networks that are catching on with advertisers who see out of home video as a way to DVR-proof messages.
"IdeaCast TV offers a unique DVR-proof solution in an environment that allows viewing of advertising with few distractions," said Kris Magel, executive vp of national broadcast for Initiative. "This Captive TV category is definitely a strategic complement to the traditional TV options available today. The combination of E! and IdeaCast's Captive TV platform creates an opportunity to connect our clients with an audience that is focused and in a positive state of mind."