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Cos. Launch All-Exercise Cable Network

Posted on: Wednesday, 18 January 2006, 18:00 CST

By DEBORAH YAO

PHILADELPHIA - Comcast Corp. and partner Time Warner Cable on Wednesday launched an all-exercise, on-demand cable network that will use product placements, branded graphics and sponsored segments rather than traditional commercials.

The network, ExerciseTV, will feature more than 90 exercise programs ranging from pilates and Tai Chi to dancing and cardio workouts. The programs will be available only to Comcast and Time Warner customers with digital set-top boxes. The shows are available for no extra charge to customers with video-on-demand services.

Cable companies have been beefing up their video-on-demand offerings, which let viewers access stored programs at any time, to try to gain a competitive edge over satellite TV providers.

Philadelphia-based Comcast and Time Warner Cable, a unit of Time Warner Inc. in New York, also partnered with exercise guru Jake Steinfeld, chairman of Body by Jake Global, and Boston-based New Balance Athletic Shoe Inc. for the network.

New Balance, which has signed a multimillion-dollar deal with ExerciseTV, is the network's exclusive athletic footwear and apparel sponsor.

At a conference last week, Comcast CEO Brian Roberts reiterated that Comcast will be developing its own content rather than make another play for an expensive acquisition like Disney.

Shares of Comcast rose 9 cents to close at $28.19 Wednesday on the Nasdaq Stock Market, while shares of Time Warner fell 4 cents to close at $17.33 on the New York Stock Exchange.

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On the Net:

http://www.exercisetv.tv

http://www.comcast.com

http://www.timewarnercable.com/

http://www.newbalance.com/

Source: Associated Press/AP Online

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