AARP launches original programming

AARP, a membership organization for people more than 50 years of age, has launched a lifestyle and news content television franchise, AARP TV.

The first two programs in the franchise are two weekly half-hour programs: My Generation, a lifestyle magazine series focusing on health, relationships, entertainment and volunteering; and Inside E Street, a public affairs program highlighting legislative issues that impact the demographic.

“We already have a large franchise of media, so it seemed like a natural extension of what we're doing,” said Patricia Lippe Davis, associate publisher marketing, AARP media sales. “This demographic may be reading or viewing other media, but our content is written specifically for and about them.”

The programs will be shown through Retirement Living Television, which reaches more than 29 million household nationwide using Comcast and DirecTV.

According to Davis, this is a great opportunity for direct response advertisers. “These are hugely responsive audiences,” she said. “In today's world, people want to have 360-degree access to information.”

Davis said the programming currently has a full roster of advertisers, all of which also advertise in AARP's print publications. “Our marketing assets are all connected and our media platforms are being cross promoted,” she said.

AARP has previously produced television specials, but this is the first time it is producing original programming and owning the content. The shows will also drive viewers to AARP's Web site, where full episodes and clips of the programs will be available.