ION Unveils Efforts to Combat Childhood Obesity
Qubo Network Says It Won't Air National Ads Featuring Unhealthy Foods and Beverages
By Linda Moss -- Multichannel News, 8/27/2007 4:27:00 AM
ION Media Networks, through its qubo and ION Life digital networks, is instituting advertising and media initiatives aimed at improving children’s health and reducing childhood obesity, officials said Monday..
Qubo, ION’s multi-platform children’s digital multicast network, made a commitment not to air national advertising that features unhealthy food and beverage choices. Qubo will also work with its advertising and marketing partners to promote the importance of healthy eating and active lifestyles and will actively seek to grow advertising categories that emphasize these topics. In addition, in selected episodes of new original content, qubo will create storylines addressing good eating habits and physical activity.
Qubo will also create over-the-air packaging and a PSA campaign that will emphasize the importance of eating healthy foods and performing physical activities. Moreover, qubo.com will have a special section devoted to healthy lifestyle choices and a parents’ section which will highlight the importance of maintaining healthy, active lifestyles for kids at home and at school.
In addition to qubo’s dedicated 24-hour digital network, ION Media Networks provides three hours a week of qubo programming on ION Television, a network that reaches more than 93 million households nationwide.
The ION Life network, a digital multicast channel also distributed by ION Media Networks, has agreed to provide a dedicated amount of program time focused on the diet, nutrition and fitness needs of children. Examples of this programming will include Kids Healthworks, which provides information on children’s health at each parenting stage; Growing up Hispanic, which will address childhood obesity and Type II diabetes in the U.S. Hispanic population; and general programs promoting exercise, nutrition and active lifestyles for the whole family. In addition to the digital network, ION Life presents a weekly, one-hour branded program on ION Television.
Qubo also broadcasts on NBC Saturday mornings, ION TV network Fridays afternoons and Telemundo weekend mornings.
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