• Mediaweek, Thursday, April 30, 2009 10 AM

Talk about shelf life. A magazine spawned a book, and now the book is spawning a TV show. Publisher Rodale and independent TV studio Reveille have teamed up to produce a reality TV program based on "Eat This, Not That!" the bestselling book inspired by Rodale's Men's Health magazine.

Hoping to copy the success of "Biggest Loser," the show would expand on the 2008 book, a consumer guide to making healthy food choices. The project is currently being shopped around to various networks.

Rodale and Reveille have partnered for six seasons on "Biggest Loser" on NBC, which features integrations with Rodale's Prevention magazine editor Liz Vaccariello. Dave Zinczenko, editor of Men's Health and co-author of "ETNT," would serve as executive producer of the new show, along with Mark Koops, managing director at Reveille.

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