Wellness-focused Veria Living network is renaming itself Z Living, reflecting its affiliation with India-based media conglomerate Zee Entertainment. The change takes effect on Oct. 2.
"Zee is an incredible global brand we share common heritage with," Veria Living CEO Eric Sherman said. "As Veria continues to grow globally we wanted to capitalize on that heritage.”
The channel has had difficulty breaking onto U.S. cable systems and is currently spending a lot of time campaigning for more of a chance to be distributed on big providers such as Comcast and DirecTV by actively pressing its case in connection with the Comcast-Time Warner Cable and AT&T-DirecTV mergers in Washington, D.C.
Around the world, though, "the Z Living brand is growing exponentially," Sherman said. It's recently launched in Russia by acquiring a local wellness channel, Sherman said, and has plans for linear launches in Eastern Europe, the Middle East and the Caribbean. The channel also owns all of its content and has had success selling programs in other countries, he said.
Veria Living is carried in the U.S. by Dish Network, Cablevision Systems, Verizon FiOS TV, GCI in Alaska, RCN and some smaller independent distributors. It does not disclose subscriber figures.
Veria Living was founded in 2007 by Essel Group chairman Subhash Chandra. Essel's holdings include Zee Entertainment and, in this country, Asia TV USA Ltd., which owns and distributes channels including Zee TV under the Zee brand.
Sherman said marketing plans include TV and print ads and sponsorships with events including the yoga Wanderlust Festival. The channel's web site is being revamped and the channel's $4.99-monthly subscription video-on-demand offering is being renamed Z Living GO.
New programming coming in October includes the new children’s show Yogapalooza. More on the network's programming here.