Lifetime wellness

Sep 30, 2002  •  Post A Comment

WTAE-TV, a Hearst-Argyle-owned ABC affiliate in Pittsburgh, has brought health issues to the forefront with an initiative that uses station resources to advance the issue of taking charge of personal health and wellness.
WTAE, in conjunction with the Allegheny County Health Department and the Allegheny County Medical Society, produces news stories, informational “Fit Bit” vignettes and quarterly prime-time specials with its “Healthy 4 Life” campaign. The campaign includes monthly community outreach wellness events, the largest of which is the annual Healthy 4 Life Expo.
“Now in its third year, the Healthy 4 Life Expo is a diverse event featuring exhibitors in categories ranging from the latest in exercise routines to alternative medicine,” said Director of Marketing Leslie Wojdowski.
Held annually in early September at the Pittsburgh ExpoMart, the expo has a paid attendance of several thousand and features appearances by Richard Simmons, Billy Blanks and Florene Mark, a former CEO of Weight Watchers. Attendees participate in health screenings, sports instruction and exercise programs or try their skill at the climbing wall or partake in a stress-reducing massage.
“The two-day event is a great platform for station advertisers to have face-to-face time with viewers,” said Ms. Wojdowski. “In addition to being the keystone event for the on-air campaign, the Healthy 4 Life Expo generates significant revenue for the station and the station’s Web site, The PittsburghChannel.com. Sponsorship of the annual initiative is limited to a handful of large advertisers, the Expo allows companies of various sizes to join Healthy 4 Life.”
Over at CBS affiliate KDKA-TV and UPN’s WNPA-TV, both part of the Viacom TV Stations group, “Some of our cross-platform efforts among Viacom TV and radio group are bearing some fruit,” said Gary Cozen, VP and general manager of both stations.
One campaign comes from the local restaurant chain Eat ‘n Park, whose slogan is “A place for smiles.” On KDKA-TV and radio news, sports commentators discuss the Pittsburgh Steelers “Play that makes you smile,” sponsored by Eat `n Park, in the fourth quarter of games and the spots run again during KDKA’s news hour the day after the game. It also airs on the radio network.
Pittsburgh TV revenues were about $206.7 million in 2001, according to BIA Financial Network, and are expected to be about $221.1 million in 2002.