RLTV: TV for Boomers
RLTV (Redefine Life Television), a new cable channel in the US, targets the country’s fastest-growing and wealthiest demographic: the over-50s – offering a sizeable new demographic for advertisers.
The network offers public affairs and entertainment programming for baby-boomers featuring older TV presenters, such as former morning news hosts Joan Lunden, 61, and Deborah Norville, 53. RLTV currently has a reach of 15 million homes across the US, aiming to double this by the end of 2012.
With global consumer intelligence service Nielsen indicating that people watch more TV as they age, networks have begun to embrace older characters on screen. Examples include NBC’s Harry’s Law, starring 63-year-old Kathy Bates, and HBO’s Luck featuring Dustin Hoffman, 74.