Turner plans "digital first" strategy for new health brand

08/26/2013 | Variety

Turner Broadcasting is taking a "digital first" approach with its Upwave health and wellness brand, by first releasing content via a website, social media properties and a YouTube channel. In December, a two-hour Upwave block will begin airing on HLN. "Leading with digital is the right place to start, to establish a brand and create a voice and group of expert talent to educate and bring consumers in," said Molly Battin, general manager of Upwave.

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