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Gaiam stretches into mobile TV yoga with Comcast partnership

Gaiam’s TV partnership with Comcast leverages the retailer’s reputation as a well-known provider of yoga and fitness instruction videos to drive subscriptions to the companies’ joint on-demand TV video service.

Gaiam TV Fit & Yoga will provide Xfinity TV customers with subscription-only access to premium yoga and fitness training from famed instructors such as Rodney Yee and Jillian Michaels. The service, which can be accessed through Xfinity TV Go mobile platforms, brings the benefits of both the ancient practice of yoga and more contemporary forms of exercise to consumers seeking greater control over the scheduling of their workout activities.

“Our customers today are more on-the-go than ever, so it’s important to provide them with access to their favorite content on all their mobile devices,” said Andy Hunter, Comcast’s vice president of programming.

On own terms
The partnership aims to capitalize on consumers’ growing interest in obtaining specialized workouts and demand for greater convenience to work out on their own terms, no matter where they are.

Gaiam TV’s collection of programming complements Comcast’s Sports and Fitness On Demand programming, Mr. Hunter was quoted in a press release.

For Gaiam, partnering with Comcast enables the brand to reach millions of people who might be searching for ways to stay fit and healthy in the convenience of their own home.

With more than 100 programs available, Gaiam TV Fit & Yoga features programs on cardiovascular exercise, pilates, yoga, meditation, pre- and postnatal exercise, sculpting and toning, walking, circuit training and dance. It also includes programs tailored for certain health conditions including arthritis and stress-related illnesses.

Xfinity TV Digital customers with Xfinity On Demand can subscribe to Gaiam TV Fit & Yoga for $6.99 per month. A collection of free content also will be available On Demand, allowing customers to sample the programming.

Comcast, Philadelphia, has recognized mobile’s power to engage consumers. In October, the broadcast and cable company unveiled a new mobile application that gave X1 customers the ability to enable cloud technology for TV consumption across any mobile device in their home.

The app’s launch followed an increase in the number of consumers watching TV and video on laptops and mobile devices.

Gaiam also is no stranger to mobile. In September, it was among brands that leveraged its new HighFive tool to make it easier for consumers to use mobile rewards and promotional codes and spurred faster check-out.

Rather than copying and pasting a code, HighFive’s technology carried consumers directly from a product they planned to purchase to a checkout page integrated with the promo code. Users no longer had to take a code from an email blast into a different app, saving time and creating ease for users, making them more likely to make a purchase.

Gaiam TV, launched in 2011, is a streaming video subscription service with more than 5,000 films and documentaries dedicated to yoga, fitness, conscious media, personal growth and spirituality.

Easy does it
Ease and convenience is a priority in the Comcast-Gaiam partnership.

Gaiam TV video on YouTube.

“With Gaiam TV Fit & Yoga and Xfinity TV Go, they can work out with the best fitness trainers from around the world,” Mr. Hunter said. “On their own terms.”

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.