Turner Broadcasting to Launch upwave, a New Multi–Platform Health and Wellness Entertainment Brand

May 9, 2013

New Multi–platform Health and Wellness Entertainment Brand Will Deliver Digital and Linear Healthy Living Destination for Consumers and Advertisers

Turner Broadcasting System, Inc. (TBS, Inc.) today announced that it will launch upwave, a multi–platform entertainment brand focused on health and wellness. upwave will integrate digital content and linear cable television with technology including mobile apps, live events and social media to create a robust healthy living destination for consumers and advertisers.

upwave will debut with a digital presence in June 2013, with additional platform expansions throughout the remainder of this year.

"Leveraging Turner's core strengths of entertainment and storytelling, we're launching upwave to deliver consumers a compelling, entertainment vehicle to help them close the gap between healthy intention and action," said Molly Battin, senior vice president and general manager of upwave, in making the announcement.

Uniquely situated at the intersection of entertainment, technology and health and wellness, upwave will emphasize all aspects of healthy living, including fitness, nutrition, stress management, sleep and relationships and will include personalized content to deliver actionable steps to a healthier lifestyle.

"People are increasingly recognizing the importance of adopting healthier lifestyles," Battin noted. "Simultaneously, corporations across all sectors are engaged in healthy living for business growth. upwave provides a distinctive opportunity for Turner to leverage our vast branding and content expertise to create business opportunities with advertisers and consumers in a high–growth, high–impact business segment."

upwave will be advertising–supported, allowing Turner to reach new target categories beyond its traditional general entertainment focus. Due to the high degree of personalization provided by upwave, advertisers will gain a unique opportunity for deep consumer engagement and robust sponsorships.

Visit www.upwave.com for more information and follow upwave on Twitter and Facebook.

Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news; entertainment; animation and young adult; and sports media environments on television and other platforms for consumers around the world. Turner brands and businesses include CNN/U.S., CNN International, CNN.com and HLN; TBS, TNT, truTV and Turner Classic Movies; Cartoon Network, Boomerang and Adult Swim; and Turner Sports.

Contact Info:

Amy Cohn
TBS, Inc.