Opry Entertaiment Group is getting back into the television business, partnering with Gray Television in a 50/50 joint venture to launch and distribute a channel dedicated to the Country lifestyle.
The new channel is set to launch in early 2020. Digital media executive Drew Reinferberger will serve as GM.
In a press release launching the venture, Opry Entertaimen says the companies “plan to transform the current landscape of Country music media offerings aimed at the genre’s rapidly growing audience by providing a dedicated home for artist-driven Country lifestyle programming. The new channel will deliver a premium entertainment service featuring content that highlights Country music artists and the passions, hobbies and love of music they share with their fans.”
The new service will be based in Nashville and will utilize marketing and promotional resources from both companies’ existing networks of media assets. Opry Entertaimen is a division of Ryman Hospitality Partners, which also owns the Grand Ole Opry and Nashville radio station WSM-A, among other brands.
In addition to the linear multicast channel launching in early 2020, the companies expect to launch a companion, premium OTT service in mid-2020.