What’s Aerosmith frontman Steven Tyler’s manager doing running a little-known cable channel dedicated to healthy living? Eric Sherman appreciates how incongruous this sounds. “Chasing a rock star all over the planet doesn’t necessarily lead to opportunities to lead a healthy life,” he tells me. But the subject’s personally important to him — and he couldn’t resist the opportunity to try to build a multimedia brand the way he did as President of Fuse TV, and GM of MTV Networks’ VH1 Classic, VH1 Soul, VH1 County, MTV Espanol, and Palladia. Privately held Veria Living was created by Subhash Chandra, chairman of Zee Group — India’s second largest media company — to promote Eastern wellness practices. But cable and satellite companies have little interest in picking up new channels, especially independent ones. Veria Living doesn’t disclose its total household distribution and only runs on a few systems including Cablevision, Dish Network, and Verizon FiOS. Sherman says “distribution’s obviously a priority.” Current advertisers include Skechers, GEICO, Perdue, Clorox, Petco, Empire Flooring, and Weight Watchers. Sherman says that advertisers are “anxious to build their brands into our content.” Prior to this gig, he was EVP Business Development for Simon Fuller’s XIX Entertainment.
Subscribe to Deadline Breaking News Alerts and keep your inbox happy.