As 2001 staggers to a merciful end on December 31, so too will the ill-fated Wellbeing Channel, a joint venture between Granada Media and UK high street pharmacy, health and cosmetics chain Boots. The closure comes nine months after its much heralded launch in March.
The duo blame the adspend slump [the new millennium’s favoured whipping boy for poor business judgement] along with a “slower than expected” rollout of the nation’s broadband infrastructure.
From launch the channel’s average audience failed to exceed 12,000. Cost-hacking since then brought about the demise of live programming in July – little more than three months after its launch.
In a formal announcement the backers said: “The TV channel was heavily dependent on securing a significant advertising / sponsorship revenue stream up to the time at which extensive broadband connectivity opened up other revenue opportunities. That point is still some time off.”
However, Wellbeing.com, the channel’s sibling website, continues to draw breath having achieved 205,000 registered users by September.
News source: Media Week (UK)