Lifestyle Drive for Atlas

US production house Atlas Media is boosting its lifestyle output by setting up a new dedicated division, on the back of deals with US lifestyle gurus, Jennifer Kofford and Elizabeth Dimeo.

Headed by Maria Lane, Atlas’s executive vice president of programming, the new Lifestyle Unit is a “direct response to our clients’ needs,” according to Atlas president and exec producer Bruce David Klein.

“Viewers and advertisers have an insatiable appetite for lifestyle programming whether it involves food, fitness, home improvement, or other creative projects. With the new unit in operation, we are committed to identifying the hottest niches in that genre.”

First fruits of the unit will be two vehicles for arts and craft maven Kofford, aka ‘The Woman On The Run Who Gets Things Done’, best known for her role as ‘creative ambassador’ to the Making Memories franchise. Kofford is working on shows including on-location reality format Try This At Home and how-to series Make It Magic.

Also in development is a slate of lifestyle series that put the spotlight on nutrition. The first, titled Naked Nutrition, stars nutritionist, chef and fitness guru Dimeo, as she surprises people on the street and in their homes, revealing truths about the food in their lunch bags and pantries.