Nuts To Launch Digital TV Channel

Nuts, the men’s magazine published by IPC, is to launch a TV station on Freeview later in the year.

Turner Broadcasting System (TBS) and IPC Media will launch NutsTV in a four-hour block from 9pm to 1am later this year on Freeview, with more platforms to launch at a later stage.

The channel’s programming will be live, five nights a week, with hosted highlights for the remaining two.

The new channel will also be accessible via the Nuts website, which IPC says already attracts more than 600,000 unique users every month.

The broadband component will offer users catch-up TV, unseen footage and opportunities for audience participation.

NutsTV will be produced by digital media company etv. Advertising sales for the TV block will be handled by Turner Broadcasting System.

Magazine advertising sales will continue to be managed by IPC Ignite, the division of IPC responsible for publishing Nuts alongside Loaded, NME and Uncut.

Dee Forbes, SVP & GM TBS UK commented: “Turner Broadcasting System is delighted to lead the market and launch this new and unique multi-platform offering to such an important demographic.

“We’re excited to be involved in such a pioneering project. Original, live television will appeal perfectly to 16-34 year old men and adding a channel like NutsTV to the TBS portfolio of channels means that we have a desirable offering for viewers and advertisers alike.”

Eric Fuller, MD of IPC Ignite, added: “Nuts is the most characterful, dynamic and talked-about men’s weekly and we are perfectly positioned to add television to our print, online and mobile reach. Multi-platform growth is at the heart of our brand strategy and TBS is the ideal partner to take us into the world of digital TV.”

TBS has already hired Joe Talbot as director of programming for NutsTV along with Damon Letzer who has joined TMI (Turner Media Innovations) as commercial director to work on the new channel. They are working with TBS’s Dee Forbes and Simon Cox to build the channel ready for launch later this year.

The Nuts announcement follows the news that a team of magazine industry heavyweights is gearing up to launch a new free competitor into the men’s weekly market (see FEATURE: Start-Up Stirs Up Men’s Weekly Sector).

Former Nuts editor Phil Hilton has been lined up to edit the new title, which will be aimed at 18 to 35-year-old ABC1 men.

IPC Media: 0870 4445000 www.ipcmedia.com