Dennis Launches Monkey Mobile TV Channel

Dennis Publishing and mobile media company Player X have launched a mobile TV channel for digital only men’s lifestyle magazine, Monkey.

The Monkey mobile TV channel will run in a similar way to the ad-funded digital magazine. The service will be free for the consumer, running as the first off-portal men’s lifestyle mobile TV channel, according to Dennis. The service will offer highlighted content from the digital magazine, such as comedy clips, as well as additional bespoke content created for mobile.

Mobile users would text the keyword MONKEY to 63333 to download the channel that will be available on all UK networks. The service will launch with a tie-up sponsorship deal for Twentieth Century Fox’s latest spoof comedy film Meet The Spartans. The sponsorship activity will include running the film’s trailer within all of the content on the mobile TV channel.

Andrew Nicholls, partnerships and mobile manager at Dennis Publishing said: “The huge popularity of Monkey as a digital magazine has led to the natural progression of the brand onto mobile. This exciting new launch offers Monkey fans access to the content they want at the point of impulse. It also offers forward thinking brands a chance to get involved with yet another pioneering digital product from Dennis Publishing. Monkey TV effectively blurs the line between content and adverting, challenging brands to be more creative.”

At the most recent ABCs, Monkey posted an ABCe figure of almost 272,000, up by more than 29.5% year on year. Monkey is delivered via email, and this figure takes into account each publication opened (see ABC Results Jul-Dec 2007:Shortlist Falls Just Short Of Circulation Target).

Dennis Publishing: 020 7907 6000 www.dennis.co.uk