People/Biz

Exclusive: MY Entertainment inks deal with Rodale

New York-based independent production company MY Entertainment is teaming up with global health and wellness content company, Rodale. Under the deal, MY Entertainment will work with Rodale to develop content based ...
May 11, 2017

New York-based independent production company MY Entertainment is teaming up with global health and wellness content company, Rodale.

Under the deal, MY Entertainment will work with Rodale to develop content based on Rodale’s IP and talent relationships. The company owns brands such as Men’s Health, Women’s Health, Runner’s World and Bicycling.

The MY development team will collaborate closely with the editors of Rodale’s brand to identify compelling idea and personalities for new storytelling opportunities.

While the companies would not reveal specific examples at this stage in the deal, the stories in development will be based on real life and the titles in development will be targeted at lifestyle channels.

“Rodale’s portfolio is a treasure trove of factual  and lifestyle entertainment. The range of lifestyle and human-interest stories is not just deep and diverse, but truly inspirational,” said Michael Yudin, CEO of MY Entertainment, in a statement. “This relationship has it all:  a mine of strong IP from loved and trusted brands, and a production company with the knowledge and experience to bring them to TV.”

This deal marks the first time that Rodale has worked with a production company that can deliver traditional TV, OTT and web-based video content. Adam Campbell, chief content officer at Rodale, says television is the natural next step for the company.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

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