• by David Goetzl , September 15, 2008

Retirement Living TV, a network aimed at the 50-plus audience, has promoted Patrick Baldwin to general manager, giving him oversight of all business operations. He had been vice president of strategic development and part of the network since its September 2006 launch.

 

RLTV said Baldwin has helped secure links with the AARP and NBC. He has also negotiated distribution agreements with Verizon for its FiOS service and with some MSOs.

Baldwin reports to CEO Brad Knight.

"In the coming months and years, RLTV will significantly increase the ability of television distributors and advertisers to connect with the 50-plus audience ... I plan to make RLTV a major media player with a true national footprint," Baldwin said.

RLTV bills itself as "the new voice of a generation largely ignored by the television industry." Advertisers have long coveted the 18-to-49 demo, but there is some sign that they are expanding their sweet spot.

Given the weak economy, networks are making moves to attract dollars targeting a 50-plus audience--particularly with the goal of capturing dollars from the pharmaceutical industry, which appears to be less affected by the downturn. TV Land, for example, is launching a run of original programs, hoping to build its audience.

RLTV says the 50-plus audience accounts for 62% of all pharmaceutical purchases. And the network offers a range of other statistics to demonstrate the promise of reaching older adults. For example, the demo spends some $2.3 trillion annually, and 70% use the Internet.

Before RLTV, Baldwin was CEO of consulting firm Flow Technologies and spent time working for American Express in Australia.