WME/IMG has made it known that it is launching a fashion network exclusively on the AppleTV. The deal is a first-of-its-kind for Apple and will see the company behind New York Fashion Week provide exclusive content to Apple’s over-the-top (OTT) box. According to the New York Times, the network will be entitled Made 2 Measure and will feature on-demand classic fashion films and documentaries, an original documentary series on designers, industry issues and trends, and an inside perspective of new looks from shows that took place at WME/IMG venues. The launch of M2M is an interesting move by WME/IMG. We have discussed that NYFW has been facing an identify crisis, needing to choose between courting the trade and the mass populace. Launching an on-demand network seems to signify that WME/IMG is going to continue to chase the general consumer.
The all-fashion channel is expected to premiere in October, likely coinciding with the launch of the all new AppleTV. It has been widely discussed that Apple is planning to use the new device to launch a television service. After discussions with networks stalled earlier this year, the company is looking for alternative, exclusive content to build an audience; it was previously rumored that Apple had bid on a new show featuring the stars from Top Gear. The company likely wants a large active user base to increase their negotiating power with television networks.
