"The broadcaster ITV has agreed to invest up to 3m into the health and fitness app The Body Coach, created by Joe Wicks, who shot to fame by getting the nation exercising from the living room during the pandemic. It is the latest deal made through the group's media for equity investment fund ITV AdVentures Invest. As part of the agreement, The Body Coach will advertise on ITV's channels and its video platform ITVX."
"Wicks said: I never imagined when I started my bootcamps in the park over 12 years ago that The Body Coach would grow into a brand reaching millions of people. He added the partnership with ITV would allow him to bring a positive, supportive message about health and wellbeing into millions of homes at a time when people need it most."
"The announcement comes at a challenging time for ITV and other public service broadcasters, weeks after US media company Comcast, which already owns Sky, began talks to buy ITV's broadcasting business. Comcast bought Rupert Murdoch's Sky for 30bn in 2018 and also owns assets including Universal Studios. The talks have raised concerns about the future of news provision in the UK,"
ITV has agreed to invest up to 3m into The Body Coach app and will provide advertising across ITV channels and ITVX. The app, launched in late 2020 by Joe Wicks after his pandemic-era daily workouts, offers personalised workout plans, healthy recipes, and access to an online group for motivation. The Body Coach TV commercial will launch on 1 January during a show fronted by Joe Wicks on ITV1 and ITVX. The investment follows talks with Comcast over a potential ITV takeover and comes amid industry shifts toward streaming and global digital platforms.
Read at www.theguardian.com
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