A new television network is trying to leverage the popularity of festivals while capturing the interest of cord-cutting online video viewers. Uphoric TV, coming to Verizon’s Go90 this fall, calls itself “the world’s first television network dedicated to the global festival circuit.”
The network is effectively a bet on festivals, an increasingly popular way to enjoy not just music but also food, spirits and beer. Twelve percent of U.S. consumers said they discovered music at festivals this year, up from 7 percent in 2014, according to a new Nielsen report.
“It’s never been done before, focusing a TV network on festival culture. We feel like it’s a massive component of pop culture,” says Parag Bhandari, CEO of UG Strategies, the marketing firm that has partnered with Corso Agency to create UphoricTV. UG Strategies has secured broadcast and video rights with both domestic and international festivals. Corso Agency will help provide access to festivals, artist and content production.