CBS has entered the lifestyle programming sector with Dabl, a multi-platform network that will use the CBS station portfolio as the foundation of its linear launch on September 9.
The ad-supported network is cleared in 70% of the country, including all of the top 10 U.S. markets and 23 of the top 25.
Dabl (pronounced as “Dabble”) will feature what CBS calls “informative, project-based, feel-good content” across categories such as cooking, home renovation, design, do-it-yourself jobs, pets and travel. The network’s initial lineup will feature programming from Martha Stewart, Emeril Lagasse and other well-known lifestyle experts.
The new network joins several other recent ad-supported streaming network debuts at CBS, including ET Live and CBS Sports HQ. Dabl arrives during a boom time for multicast networks, outlets built on excess broadcast spectrum such as Cozi, Bounce and Antenna, which have put up sizable ratings with low operational costs and library-based programming. Dabl is one of the first multicast networks, or “diginets,” in the lifestyle category dominated in the traditional pay-TV arena by Discovery networks such as HGTV and Food Network.
“The strength of our distribution and ad sales teams, combined with our O&O station group and the depth of our library, provides us with a lot of opportunities to mine in the digital landscape,” Steve LoCascio, Chief Operating and Financial Officer of CBS Global Distribution Group, said in a press release. “We chose Dabl as our first foray into the space because we see a huge upside in the marketplace for lifestyle programming. We are excited to partner with our CBS stations group to bring this advertiser-friendly network with some of the most beloved personalities in the genre to life.”
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Stewart called the venture “a fresh TV platform on which to share our extensive library. We think everyone will benefit and learn from these beautiful shows. It’s a good thing.”
Lagasse said, “I’m excited to be a part of CBS’s new lifestyle network DABL. Folks are always asking for where they can watch my shows… now there is a place… DABL! See you in the Fall.”
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