EMAP Buys Into Youth Market

Media group EMAP has announced that it will be buying The Box, the cable TV music channel, for £8.3m.

The Box is an interactive music channel playing videos selected by cable audiences from a specified playlist. It is available to over 90% of the UK’s 1.5 million cable homes where it has a weekly reach of around 20% of its core audience – 15-34 year olds. The channel hopes to be profitable next year on an anticipated turnover of some £2 million.

EMAP says The Box’s audience will be complementary to its current interests in the youth market via its magazines and radio stations and anticipates all three areas benefiting from cross-promotion and the growth in sponsorship and ad revenues.

The move can be seen as part of the refocusing of the EMAP group which began in June with the sale of its regional press business to Johnston Press for £205m *EMAP Sells Titles For £205m. At the time EMAP said it wanted to concentrate more on strengthening core businesses such as consumer magazines and commercial radio. Since then the company has launched Minx, a glossy magazine targeting young women *Minx Set For Launch, and is rumoured to be planning a new title aimed at men.

* MediaTel subscribers only

EMAP: 0171 278 1452