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“We have lifestyle segments for home enthusiasts, auto buyers, golfers, Hispanics, but diabetics are at least 30, 40, 50 million people—a huge segment, and there’s no programming dedicated to it,” says Howard Steinberg, president of Source Marketing in Westport, Conn. Those are the stats Steinberg hopes will change with dLife, a 30-minute weekly program created by Source that’s set to air on CNBC starting in January. Steinberg calls it the “first-ever disease-specific, regularly-scheduled television program.”
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