The Tickle File is ftm's daily column of media news, complimenting the feature articles on major media issues. Tickle File items point out media happenings, from the oh-so serious to the not-so serious, that should not escape notice...in a shorter, more informal format.

We are able to offer this new service thanks to the great response to our Media Sleuth project in which you, our readers, are contributing media information happening in your countries that have escaped the notice of the international media, or you are providing us information on covered events that others simply didn't know about. We invite more of you to become Media Sleuths. For more information click here.

Week of January 2 2023

Streamers chase more screen time
"feel the burn"

The New Year’s resolution is a reasonably common cultural fixture this time of year. It seems to date from ancient Rome where certain persons would “promise” to do something good or, just as often, stop doing bad stuff. Most New Year’s resolutions fail rather quickly; too painful, not fun. Still, the desire continues, fueled most often by those masters of happiness, the consumer marketing people.

Seizing the concept, for all the obvious reasons, was iconic streaming video service Netflix. It began offering dozens of fitness videos to subscribers at the end of December. “Feel the burn then watch your favorite show,” explained the promotional announcement. Yoga classes are also included. Letting that New Year’s resolution drift away is no longer an option. (See more about streaming media here)

The 46 videos are co-produced by athletic wear marketer Nike under the name Nike Training Club, related to its established mobile app. About 30 hours total in 10 languages will be available in the coming year. It is obviously competition for Peloton and Apple Fitness+.

For Netflix there is the added potential of a significant marketing partnership (Nike) and branching out into offerings other than series and movies (expensive). Netflix recently - and abruptly - dropped the 1899 series as too expensive, holding its annual content spending to US$18 billion, noted Deadline (December 30). Last year it began offering a series of meditation videos as well as game portal Netflix Games.

Previous weeks complete Tickle File