San Antonio -- Adding a new twist to the notion of selling
off-network programming, Kaleidoscope Television said last week that it will sell one hour
per day of its health programming to another basic-cable network, Knowledge TV.
The programming should get "a first-of-the-year
kickoff" within Knowledge TV's "Health and Wellness" block, said Stan
Weil, Knowledge TV's New York-based executive vice president of ad sales, in a
telephone interview. The Monday-through-Friday daypart will "more than likely be
daytime," he added.
Weil said he will start pitching prospective advertisers
soon, primarily in the pharmaceutical and health-care categories.
Weil said it is possible that Knowledge TV would consider
making similar programming deals with other cable networks in its other program
categories. "If this template works, we would explore that," he said.
Knowledge TV has about 22 million subscribers, versus
Kaleidoscope's 8 million, so there will be minimal overlap in terms of viewers, Weil
Executives at both networks declined to offer a dollar
estimate for the deal.