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Cumulus & Music Choice Partner on NASH

The two multi-platform companies see country lifestyle synergies

Extending the footprint of its growing “country lifestyle” NASH brand, Cumulus has signed a deal with Music Choice; it says the agreement will make NASH content available to 57 million homes.

The announcement was made by Dave Del Beccaro, president and CEO of Music Choice, and Lew Dickey, CEO of Cumulus.

Music Choice describes itself as a multi-platform video and music network. Many people know it through music channels that show up on cable TV; those are free of audio spots and supported by on-screen advertising. Music Choice also offers original content, on-demand music videos and the Music Choice Play network, which targets millennials.

The NASH brand launched in early 2013; its other platforms include NASH-formatted radio stations, concerts, TV programming, product licensing and a music label/events venture with Big Machine Label Group.

Starting in a couple of weeks, Music First’s video on demand offerings will have a dedicated NASH TV category, featuring content based on radio segments from shows like “America’s Morning Show With Blair Garner” and “NASH Nights Live.” On cable TV, the “Today’s Country” and “Country Hits” channels will feature three-hour NASH programming blocks in the evenings. Online and via mobile apps, the “Today’s Country” video channel on will be co-branded as “Today’s Country: NASH TV” and feature shared programming.

Music Choice also will help promote the first “American Country Countdown Awards,” airing in December. Cumulus will promote Music Choice programming on its stations and is building out a Music Choice section of its NASH campus in Nashville.