Pacific Palisades resident Jacob Arback will help launch the ‘Muscle, Ultra Sports & Lifestyle’ Network (MUSL) this summer. As president and CEO, Arback and Executive vice president Tony Cochi will oversee America’s first TV station fully dedicated to the world of the physical culture. Though the official launch will not occur until sometime around July, viewers currently have access to MUSL’s broadband portal. ’MUSL is for all levels of athletes and recreational enthusiasts who aspire to reach their full potential,’ Arback said. ‘We’re there for elite athletes striving for peak performance, weekend warriors learning new techniques to better their game, novices running their first 5K and everyone in between.’ As a fitness entertainment television network, MUSL will feature a wide variety of originally-produced shows and licensed content, combining proven programming formats with training and lifestyle programming. Unlike some of the major sports networks like ESPN and Fox Sports, MUSL will focus on the experience of being an athlete rather than being a fan, with stories of the physical lifestyle and its impact on the athletes that live them. ’What I admire most about MUSL is how the network plans to showcase personalities and storylines across the diverse range of physical culture, sports, training and competitive performance,’ said Jim Lorimer, co-founder of The Arnold Expo and Sports Festival. ‘This is a vast and under-served landscape, and its exploration will involve the widest possible range of athletic and sports expression.’ Arback is also president of Business Middle East and co-founder and vice chairman of The Africa Channel. He previously was a vice president of DirecTV-International. For more information on MUSL, which is headquartered in Los Angeles, visit www.musltv.com.
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