WESTPORT, CT: CNBC's dLife, believed to be the first news talk show dedicated to a specific disease - in this case, diabetes - is looking for pitches on a range of related lifestyle topics.
Each dLife host and correspondent is an entertainment or sports personality living with the blood sugar disorder. Among the hosts are former Miss America Nicole Johnson Baker and Dr. Bob Arnot, former chief medical correspondent at NBC and current dLife medical adviser.
Topics covered include new treatments, recipes, exercise tips, and even advice for managing the stress that the disease brings to relationships. The show will feature a wide range of celebrities diagnosed with diabetes.
"It's very much a lifestyle issue because [people with diabetes] live with it every day," said Steve Ellwanger, president of the Press Counsel Group, which is handling trade media outreach. "It becomes part of your life."
DLife is intended to appeal to people with both juvenile and adult-onset diabetes, their family members, caretakers, and anyone concerned with prevention - an audience that can reach 70 million, said Melissa Diamond, a partner at Team PR, which is handling consumer outreach.
"This is a way of giving them a sense of community," she said.
The TV show, which premiered last month and runs on Sunday nights, is also supported by a website, radio show, and direct mail.
"It's a breakthrough," said Diamond. "It's a new approach to getting healthcare information out there."
Team PR is also promoting a children's book written by dLife founder and CEO Howard Steinberg, a former marketing executive who has Type I, or childhood-onset, diabetes.
Ellwanger noted that the business press was initially reluctant to pick up the story. But once he started pitching reporters who have diabetes, "it just completely resonated," he said.