In a media landscape saturated with dark dramas and divisive narratives, UPtv and aspireTV -- both part of UP Entertainment -- stand out as champions of positive, authentic storytelling. Executive Vice President of Advertising Sales, Lisa Fischer, recently shared how the company has carved out a distinct space for itself in a highly competitive industry by remaining steadfast in its mission: to uplift viewers with content that inspires and reflects the best of humanity.
“What makes us unique is that we are ‘Always Uplifting’ across all platforms,” Fischer said, explaining that UP Entertainment has created an ecosystem of linear and subscription video-on-demand (SVOD) channels that carry this mantra across brands. “It is a rarity in this crowded and negative video landscape, to have brands with such defined clarity of who we are - Uplifting.” New series coming to UP Entertainment platforms include Blue Skies (working title), about a National Parks Police Detective and her highly trained canine partner, with others to be announced soon.
On UPtv, this curated approach includes fan-favorite series like Heartland, Hudson & Rex, Blue Bloods and Reba, which Fischer said, “They all have stories that celebrate love, laughter and relationships and leave viewers feeling good for time spent watching.”
Trusted by Viewers -- and Advertisers
The power of uplifting content isn’t just a feel-good tagline, it’s backed by data. “Through UP Entertainment’s recent Brand Affinity Study, we continue to see that more and more viewers value UPtv’s brand promise. Our latest study showed UPtv's brand affinity increased 36% and more viewers said UPtv is trustworthy - a 43% increase from prior year,” Fischer explained.
She noted that this aligns with broader market trends. “It’s not just us… recent studies from UPWORTHY state that 76% of people seek feel-good content… 82% share heartwarming content… and 86% purchase from brands that make them feel positive.” Advertisers are taking note, too. “82% of viewers expect brands to advertise in a trusted environment,” she said. “That’s why advertisers come to us… they know they get a brand-safe environment.”
In a digital ecosystem often plagued by fraud and brand safety concerns, UPtv offers a compelling alternative. “With us, you know where you’re running, you know the audience you’re getting… and the affinity they have towards that type of content.”
Authentic Representation with aspireTV
While UPtv leans into universal family-centric values, aspireTV, also under Fischer’s purview, offers a culturally specific celebration of Black excellence. “AspireTV celebrates culture in all its glory. We are an authentic representation of the Black community through uplifting and powerful stories,” Fischer said. With series like City Eats, Downright Delicious with Yo-Yoand Harlem Globetrotters: Secrets of the City, aspireTV ensures its audience sees itself reflected accurately and positively.
This authenticity has resonated with both viewers and advertisers seeking meaningful, culturally relevant engagement. “People buy products that resonate with them,” Fischer noted, pointing out the alignment between aspire’s content and brand values.
Uplifting Beyond the Screen
The commitment to uplifting isn’t limited to their content. It extends to grassroots community efforts and outreach. One flagship initiative is “National Uplift Someone Day,” established in partnership with the National Archives and celebrated annually on October 30.
“We launched Uplift Someone Day last year to live out our mission of inspiring people to feel good and uplift others,” Fischer said. In its first year alone, the initiative reached 77 million people through earned and paid media, encouraging simple acts of kindness. “It’s really the simple things that you can do for people that can have an impact.”
This year, UP Entertainment is inviting advertisers to join the movement. “There’s a halo effect for the advertisers being part of this uplifting day,” she emphasized.
UP Entertainment proudly represents ad sales for arts network Ovation TV. Ovation’s ‘Stand for the Arts’ program has distributed 80 awards totaling $800,000 since 2017 to support local arts communities. “In partnership with Ovation and local affiliates, we’re able to uplift others through music and art,” Fischer said.
A Culture of Service and Authenticity
Internally, UP Entertainment fosters a workplace culture that mirrors its mission. Employees who celebrate a decade with the company are rewarded with a unique service-learning trip opportunity. “After ten years of service, I was fortunate enough to go to the Azores for a week and study whales in the Atlantic,” she shared. “Collaborating with scientists, while being immersed in a culture that I had never experienced before, was the chance of a lifetime. The company embraces servant leadership, and it was a fabulous experience!”
That spirit is embedded in the company’s values: “Be your best. Be uplifting. Be a buffalo,” Fischer said, explaining that, “Buffalo go into the storm, they don’t run from it. That is a great visual for our industry.”
Looking Forward
As streaming accelerates and cable shifts, Fischer said UP Entertainment remains focused and as committed as ever. “We’re constantly exploring what makes sense for us… but we try not to get distracted. The advertising team is exploring DDL, and corporately we are working with SVOD partners like Minno and Gaither TV+ to complement our streaming service UP Faith & Family. We believe staying true to our mission of delivering uplifting content wherever consumers are will lead to growth and success.”
In an industry full of change and challenges, UPtv, aspireTV, and the broader UP Entertainment family are proving that uplifting content, delivered in a trusted environment and supported by authentic community engagement, can still win hearts and minds.
“We uplift, inspire and make someone’s day better by serving them well,” Fischer said. “That’s being uplifting. That’s who we are.”
Click the social buttons to share this story with colleagues and friends.
The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.