NBC Joins with Pinterest to Promote THE BIGGEST LOSER
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In a first-of-its-kind broadcast entertainment partnership, NBC and Shine America will team with Pinterest -- the online tool millions use to find inspiration for their lives-- to jointly promote The Biggest Loser (Mondays, 8-10 p.m. ET) with fitness and food ideas and tips seen during broadcast.
Through the partnership, NBC will create instructional content based on each week's episode specifically for the Pinterest platform so that fans can more easily incorporate what they've seen on the show into their own lives and turn motivation into reality. The integration begins today (Monday, February 18) and will continue until the series' season finale on March 18.
The announcement was made today by NBC, Shine America and Pinterest.
Beginning with tonight's broadcast of "The Biggest Loser," when contestants either try a new exercise or see a healthy recipe or explore a healthy lifestyle tip, pop-up text will appear on screen directing viewers to "The Biggest Loser" Pinterest page at pinterest.com/nbcbiggestloser. There they will find detailed "how-to" images from experts such as "The Biggest Loser" trainer Dolvett Quince and Chef Devin Alexander. Fans can re-pin the content to their own Pinterest boards or save it and share it with others.
Each episode will feature one show-inspired exercise, recipe, or lifestyle tip and every post will consist of a series of easy-to-follow photos with text directions.
"We are thrilled to be the first entertainment company to execute a partnership of this kind with Pinterest. Pinterest is one of the top sources of engagement for our content and the utility it offers its users is perfect for this kind of initiative," said Robert Hayes, Executive Vice President, NBC Entertainment Digital. "'The Biggest Loser" and Pinterest are an ideal pairing since our respective communities value inspiration, motivation and self-empowerment."
"As 'The Biggest Loser' continues to break barriers in its 14th season, we are proud to be the first official entertainment partner with Pinterest and NBC in this way," said Vivi Zigler, President of Shine 360° and Digital. "Being at the forefront of all things health, wellness and lifestyle Pinterest was a natural fit with 'The Biggest Loser' to provide fans with take-away content and a powerful user experience."
"Connecting NBC's engaging programming directly to content on Pinterest that people can save, share and, ultimately, use in their lives creates a uniquely valuable experience for viewers," said Barry Schnitt, Head of Communications at Pinterest. "People watch 'The Biggest Loser' to get inspired and that's the same reason they come to Pinterest, making the show a perfect place for us to start."
"The Biggest Loser" is bigger and bolder as it returned last month with a powerful new mission -- to tackle the nation's childhood obesity epidemic head on. For the first time ever in the show's history, kids (ages 13-16) are participating along with 15 adult contestants. New mother Jillian Michaels is also back, ready to whip contestants into shape with her tough-as-nails, no-nonsense approach, alongside returning trainers and top fitness experts Bob Harper and Dolvett Quince. The show is hosted by Alison Sweeney.
"The Biggest Loser" is a production of Shine America, 25/7 Productions and 3 Ball Productions. Ben Silverman, Dave Broome, Todd Lubin, Lisa Hennessy, Eden Gaha, Paul Franklin, JD Roth and Todd A. Nelson are the executive producers.
About Shine America
Shine America is a world leader in producing and distributing compelling scripted and unscripted television and digital content and through its global Shine 360° division, building brands through the leveraging of its intellectual property and creating integrated marketing opportunities for advertisers. Shine America is known for popular and award-winning original series including "The Biggest Loser," "Tabatha Takes Over" and "The Face"; adaptations of Shine Group formats "MasterChef," "Minute to Win It," "One Born Every Minute" and "Parental Control"; long-running scripted hits "The Office," "Ugly Betty" and "The Tudors"; and over 20 ground-breaking original online series on MSN, Yahoo!, YouTube premium channels and other platforms, many of these produced in partnership with global brands such as Walmart, Toyota, Kraft Foods, Subway and Microsoft. Through Shine Group's distribution arm, Shine International, Shine America distributes its extensive library of programming and formats to more than 150 countries. Visit www.shineamerica.com for further information.
About NBC Entertainment
NBC Entertainment develops and schedules programming for the network's primetime, late-night, and daytime schedules. NBC's quality programs and balanced lineup have earned the network critical acclaim, numerous awards, and ratings success. NBC has earned more Emmy Awards than any network in television history. NBC's roster of popular scripted series includes the Emmy Award-winning comedies "The Office" and "30 Rock," as well as the critically acclaimed "Parks and Recreation" and "Community," and new popular comedies "The New Normal," "Go On" and "Guys With Kids." NBC's drama slate is highlighted by the buzz-worthy new series "Revolution" and "Chicago Fire," veteran award-winning shows "Law & Order: Special Victims Unit" and "Parenthood," and the acclaimed recent additions "Smash" and "Grimm." Unscripted series for NBC include the vocal competition hit "The Voice" as well as "The Biggest Loser," "The Celebrity Apprentice" and the perennial #1 most-watched summer series, "America's Got Talent."
In late-night, NBC regularly delivers #1 broadcast results with "The Tonight Show with Jay Leno," "Late Night with Jimmy Fallon," "Last Call with Carson Daly" and "Saturday Night Live." NBC Daytime's "Days of our Lives" consistently ranks among daytime's top programs in the valuable women 18-34 category. The five-time, Emmy Award-winning NBC.com streams full episodes and provides original content for NBC entertainment shows online and through apps for mobile and tablet devices. NBC recently launched NBC Kids, a new Saturday morning programming block designed specifically to address the developmental needs of preschool-aged children. Programmed by the kids' experts at Sprout, the nation's first 24-hour preschool television channel, this new three-hour block will feature educational series that promote active, healthy lifestyles for younger children.