Red Bull ventures Outside

US lifestyle network Outside Television has entered into a programming partnership with Austrian prodco Red Bull Media House.

Strength In Numbers

The long-term pact means original lifestyle and sports series, films and future productions from the media production arm of the energy drink brand will now air on the outdoor enthusiasts’ channel.

The two partners’ television, print, online, mobile and social media activities will also be aligned as part of the deal.

Outdoor Television will air Red Bull titles such as adventure sports series Pushing Boundaries, a new 30×30′ block of which will begin airing on Outside in mid-July, and Strength In Numbers, a feature-length film that follows extreme mountain bikers.

Meanwhile, Red Bull Media will provide Outside with exclusive content for its morning programme Outside Today and bring featured Red Bull athletes into the studio for interviews.

“This is only the first iteration of what we anticipate becoming a very significant strategic relationship,” said Rob Faris, senior VP of programming for Outside Television.

The news follows a deal closed earlier this year between Outdoor and cable TV provider Comcast that will put Outdoor on every Comcast cable system in the US by the end of 2012.