Viacom teases 2018 launch of MTV Fit

MTV Fit is set to launch on 1 January

Viacom media network MTV is teasing the launch of a new ‘fitness and wellbeing’ brand platform, dubbed MTV Fit.

The entertainment channel is the latest brand to tap into the global social media-driven trend of eating well and exercising. MTV will also be taking advantage of health and fitness’ prominence in new year resolutions by launching MTV Fit tomorrow – 1 January.

Sources working on the launch indicate the media network aims to create an ‘inclusive and diverse fitness community’, guided by pop culture sensibilities the MTV brand is famed for endorsing.

Viacom International Media Networks has so far launched Facebook and Instagram pages for MTV Fit, unveiling clues as to which talent and what type of content will be featured on the platform.

The Instagram page includes videos starring gym-going Geordie Shore star Vicky Pattison, competitive pole dancer David Skowronek and personal trainer Tyrone Brennand, who is also set to appear in MTV’s new show Ex on the Beach: Body SOS, which launches on 17 January.

MTV Fit’s teaser Instagram additionally includes short-form recipe and HIIT workout videos, indicating an ambition to rival the likes of Buzzfeed’s Tasty platform and Joe Wicks’ brand The Body Coach.

The Drum has approached Viacom for comment.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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