Fit TV Seeks Shop For Relaunch

Cable network Fit TV is planning a wide-open agency search ahead of its relaunch in 1999.
Executives at the Los Angeles-based network said they plan to contact shops nationwide about the estimated $5 million account.
“We want to find the right kind of agency,” said the network’s new president, Pyper Davis. “We plan to launch a very big promotional push over the next five months.”
Fox/Liberty Networks, which bought a 90 percent stake in Fit TV last year, plans to relaunch the network on Jan. 1 as a 24-hour cable network targeted to women. Founder and chief executive Jake Steinfeld will remain a consultant. The network currently reaches about 10 million homes.
The network is leaning toward hiring a West Coast shop but is open to talking to others across the country, said director of marketing Beth Shuler, who will oversee the agency search. “We want to start with a clean slate,” she said. “Maybe an agency will come up with some untraditional ideas [on how to position the network].”
Fit TV will meet with at least six agencies about the account, which will include creative and possibly some media buying duties. With the relaunch only a few months away, the company wants to pick a shop and roll out a campaign as soon as possible, said Shuler.
As part of its new image, Fit TV wants to be viewed as a network that delivers lifestyle as well as fitness programming, said Davis. The network currently handles most of its ad duties in-house.