CBS Corp. has started its on-air promo launch of its new digital TV network Dabl -- a lifestyle network that will initially have library product from Martha Stewart and Emeril Lagasse.
The new Dabl “lifestyle” network (pronounced 'dabble') -- which has a platform on the digital spectrum of TV stations -- has seen some promo exposure over the last week on CBS and CW stations, according to iSpot.tv.
CBS announced the new network in June.
In one short 10-second spot, a voiceover asks: “How do you dabble?” This was presented over still photos of Martha Stewart, home improvement host Bob Vila, Emeril Lagasse, and dog behaviorist Cesar Millan.
CBS says the network will offer “feel-good content” on cooking, home renovation and design, DIY, pets, travel and talk programming. Initial programming includes “The Martha Stewart Show,” “The Essence of Emeril,” and “Martha Stewart Living.”
Dabl has 80% clearance of U.S. TV households, including of the top 25 markets.
TV station carriage includes CBS Television Stations as well as the Sinclair Broadcast Group, Tribune Media, Graham Media Group, Meredith Corp, Quincy Media, News-Press & Gazette, Capitol Broadcasting, Bahakel Communications and Univision Communications.
By some estimates, there are about 150 of of these U.S. digital broadcast networks, with channels derived from local TV station digital subchannels.
Some of the largest -- those covering more than 80% of U.S. TV homes -- include Weigel Broadcasting's MeTV; Tribune Media's Antenna TV; Katz Network's (a unit of E.W.Scripps) Grit, Escape, Laff, Bounce TV; NBCUniversal's Cozi TV; Tribune/MGM's This TV; Justice Network; and Sinclair/MGM's Comet.