• by Fern Siegel , March 7, 2008

AARP is on the move. In addition to its magazine and lobby efforts, it's launching AARP TV.

Targeting the 50+ audience, its first two syndicated shows - "Inside E Street" and "My Generation"--will debut on March 10 and 11, respectively. Both will be distributed through and air on Retirement Living Television, which reaches more than 29 million households nationwide. The two weekly half-hour shows extend from AARP's lifestyle and news platforms.

"AARP TV is another way to reach and deliver valuable information to boomers and 50+ America," said Kevin Donnellan, chief communications officer, AARP. "There's a proven demand in the market to serve the 50+ demographic, and RLTV was a natural fit for us."

"My Generation" is a lively lifestyle magazine show that will feature experts covering issues ranging from health and money to relationships and volunteering. Hosted by Greg Williams (former sports anchor) and Cynthia Steele Vance ("CBS Morning News"), "My Generation" will air Tuesdays, Wednesdays, and Thursdays at 3 p.m. on RLTV.

"Inside E Street," the channel's new consumer affairs program, is hosted by veteran journalist Sheilah Kast, who has worked for ABC, CNN and NPR. It airs at 3 p.m. Mondays and Fridays. The focus is on hot topics of the day, showcasing a balance of opinion leaders and newsmakers. Key issues before Congress will also be addressed.

"We are pleased that AARP has recognized the value in teaming up with RLTV, a cable network with a mission not only to change the way people watch television, but the way they live their lives," said Brad Knight, president, RLTV.

RLTV launched in September 2006, and is carried on DirecTV and Comcast.