Health and wellness channel and content provider Veria Living has formed a global division, to be overseen by Raymond Donahue (pictured), the company’s SVP and head of sales.
Veria Living Worldwide will initiate partnerships with broadcasters and websites globally, and will operate from five regional offices, based in Europe, the Middle East and Asia.
The European office will be based in London and headed by Virad Kaul, while Dubai-based Mukund Cairae will lead the Middle East office, continuing in his role as CEO, Middle East, North Africa & Pakistan regions for Zee Network.
Based in Hong Kong, Tripta Singh will head the Asia-Pacific operations. All three executives will report directly to Donahue.
The global division will take the Veria Living catalog to MIPTV, including 700 new hours. Titles include My Life Guru, starring former supermodel Yogi Cameron, who is now an ayurvedic healer and yoga master; Yoga for Any Body; and Healthy Eats Road Trip.
This move comes on the heels of Veria Living’s recent establishment of a U.S. $250 million fund that is earmarked for content development, production, coproduction and acquisitions.
“The formation of Veria Living Worldwide begins the positioning of the Veria brand as the go-to-source for all things health and wellness on the global media stage,” said Suresh Bala, CEO of Asia TV USA, which oversees operations for Veria Living. “By filling a need in the marketplace across many dayparts, including primetime and by programming our own 24/7 network, we have developed a successful strategy for reaching and engaging a large cross-section of the population and in particular, women 18-35.”
“Recently there has been a noticeable desire globally for healthy lifestyle and wellness programming,” added Donahue. “Our vast catalog and expertise in this genre will help broadcasters achieve success with the rapidly-growing world audience for this type of life-changing content.”