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New distrib takes lifestyle to the world

Paris-based lifestyle prodco TV Only recently launched its lifestyle distribution company, Only Lifestyle, and has already sold 1,500 hours at MIPCOM. Clémence Porret, head manager of distribution, takes us through the expanding appeal of the lifestyle genre and the reason for launching the niche distribution house.
December 14, 2009

Paris-based lifestyle prodco TV Only just recently launched its lifestyle distribution company, Only Lifestyle, and has already sold 1,500 hours at MIPCOM. Clémence Porret, head manager of distribution, says the company’s 900+ hour catalog includes formats, documentaries, game shows and shorts, with a goal to appeal to children, teenagers, young adults, affluent viewers and housewives under 50. Titles include A Week-End Away, Design Touch, Green Touch, Gourmet and more, mostly available in both English and French.

How did Only Lifestyle come about?
Only Lifestyle is the result of a three-year ongoing process of work abroad for the TV Only production company. The growth of our catalog and the specificity of our products led us into launching the Only Lifestyle label in September 2009.

What are you seeing as the current trends in lifestyle programming?
The breakthrough trends right now are ‘how to’ or DIY (in French, bricolage), ‘green’ and coaching (house, garden, kitchen, fashion coaching).

Why open a lifestyle-only distribution business?
There are thematic channels in each territory now and these channels need to be supplied for. Thanks to our specificity, we are easily identified. This year, for the first time, we had an Only Lifestyle stand [at MIP]. The interest and the high level of activity on the stand proved us right: this new position on the market is totally relevant.

What countries are most interested in lifestyle programming?
As Only Lifestyle used to distribute French productions, the European channels have been first to react. Our catalog, which was basically produced for French broadcasting, has been adapted for international viewers. Our worldwide productions and non-hosted program helped Only Lifestyle meet [the needs of] its Asian, Latin American and Middle-Eastern audiences.

What are the key programs in your catalog?
Our key brand is Interieurs, made up of 160 episodes of 40 minutes each. Only Lifestyle [also] has Greenest Stories, a documentary series dealing with ecological lifestyle, broadcast on France 5.

What types of programs are you looking to acquire to add to your catalog?
We only sell high-quality customized lifestyle programs. Our pictures are available in all formats [SD, HD] and a library of footage allows the channels to broadcast the show they need. We are looking for programs dealing with interior design, green lifestyle, gastronomy and fashion.

About The Author
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.

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