FHM To Tempt Readers With Music TV Extension
Emap’s FHM has announced the launch of FHM Music TV, giving the flagship men’s magazine a dedicated TV brand extension for the first time.
The new initiative follows on from the success of other stand alone FHM programming such as FHM High Street Honeys and FHM Poker Million (see FHM Secures Poker Deal Worth Over £1 Million).
FHM Music TV will be the first non-music Emap brand to be launched as a television channel, sitting alongside other Emap music TV channels, Kerrang!, Kiss, Magic, The Box, The Hits and Q.
FHM Music TV will broadcast from 4pm to 6am, showing the best music videos in a way that “only FHM can,” with “the sexist singers, bikini-packed videos, urban and cult classics.”
Commenting on the new venture, Shirley Renwick, managing director of Emap TV said: “FHM is the world’s best known male brand and we’re excited to have FHM in our channel line up. Our channels have the highest 16-34 profile in the UK and FHM fits snugly into our portfolio with its strong brand, vibrant glossy imaging and closeness to its core audience.”
She continued: “FHM branded programming on Emap music channels have been hugely successful with viewers. The decision to push FHM into a music channel just makes sense. The audience feedback on our FHM branded shows has been tremendous: they want more FHM, so that’s what we’re giving them.”
Interactivity will be a key element to the channel, with viewers able to vote for the next video to be played, as well as being able to download selected tracks. Typical features on the channel will include School of Rock and FHM 100 Sexist: The Singers.
Other programming strands will include a twice daily workout session called Pump it Up, featuring the dancers from the raunchy Eric Prydz video, and FHM Themes, showcasing videos linked by the FHM theme of the day.
David Pullan, managing director of FHM Worldwide added: “FHM is the UK’s biggest media brand for 16-34 males. Through this collaboration with Emap TV, we will be able to create a unique music TV channel perfect for this vibrant, media-savvy audience, presented with that inimitable FHM style.”
FHM Music TV will be available on Sky, Ntl and Telewest everyday from this Friday.
Emap is a pioneer of stretching brands across different platforms, with magazines, TV channels, radio stations, events, branded CDs, online activities and mobile interactive all forming part of its portfolio. The wide ranging brands enable easy cross-media promotion, such as the recent campaign to launch the movie release of XXX2: The Next Level (see Emap Extends Cross Media Promotion With XXX).
Emap has signed a number of high profile cross-media deals in recent months, including Kiss’ largest to date to promote R’n’B superstar Nelly’s UK tour (see Kiss Signed For Cross Media Nelly Promotion). The promotion ran across Kiss’s analogue and digital radio platforms, through digital TV feeds, and via online platforms.
Emap: 01733 568 900 www.emap.co.uk