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Tackling Athletic Science

Apr 21, 2003  •  Post A Comment

TechTV is adding a new sports-oriented show, Performance, to its Sunday-night lineup.
The cable network has scheduled 13 one-hour episodes of Performance, which was acquired from Pixcom in Montreal and is set to air Sundays at 9 p.m.
Performance, which premieres April 27, goes behind the scenes to explore the science and technology that make athletic achievement possible. Topics will range from sailing to winter equipment to body fuels. TechTV is also debuting a new block of late-night programming next week.
Greg Brannan, executive VP of programming and production for TechTV, said the new series is part of TechTV’s programming strategy to capitalize on its prominent young male demographic. “From our new series to TechTV’s daypart expansion, we are creating programming that speaks to our core viewers: young, upscale and 75 percent male,” Mr. Brannan said. “That audience is interested in sports, whether it’s a track star or a Formula 1 driver, and we will bridge the gap between technology and entertainment to deliver shows that appeal to that.”
Performance joins other recent prime-time additions, including Wired for Sex as part of an attempt to add spice to the channel’s documentary programming.
“What astonished me is that 57 percent of our viewers had been watching the Web site and the channel at the same time, proving that this generation of audiences is one that is different than anything we’ve seen before,” Mr. Brannan said. “We have an advantage of reaching them through emerging media, and our advertisers are responding to this.”
TechTV, which has now broken the 40 million home mark, recently unveiled a new block of late-night programming set to air Monday through Friday from 10 p.m. to 1 a.m, beginning April 28. The block will feature a wide range of “cutting-edge programming,” including The Martin Sargent Show, X-Play, Robot Wars and Anime Unleashed.
“The addition of our late-night block represents what we think is a very natural extension of our programming mix,” Mr. Brannan said. “Our audience views technology as much from an entertainment and recreational perspective as they do a business and efficiency perspective. The new block is a great example of how technology and entertainment can collide on TechTV.”
TechTV is owned by Vulcan Inc.