| According to a media report, the cross-media deal
will see a free MTV-branded magazine inside each month's issue of
TV Hits. MTV Hits will also have an editorial page in
Sugar magazine.
Hachette chairman Kevin Hand was quoted in a media report saying,
"There is a clear fit between our magazines' readership and
the MTV audiences, which will provide benefit for readers, viewers
and advertisers alike. The cross-media opportunities for both parties
are unparalleled in the UK and we are excited by the possibilities
opened up by the deal."
Sugar TV programming will include: Sugar Style, about where
to shop and fashion; Sugar Stars, about celebrities and their
lifestyles, which will be largely driven by Sugar interviews; and
Sugar Scoop, a daily gossip programme with music videos.
A Saturday morning show called Sugar Saturday will air from
7 am to 9 am and will including the three Sugar shows and programming
from MTV Hits. A media report said that all the programming
would feature the Sugar branding across titles and bumpers.
MTV Branded Channels head of marketing Virginia Monaghan was quoted
in a media report as saying, "Research we have conducted among
our teen girl viewers show that they want music, celebrities, fashion
and interaction from a TV channel. MTV already provides music and
celebrities, and Sugar TV and the MTV magazine now provides all
of the above, giving our viewers exactly what they want."
In its association with Hachette, MTV is also looking beyond Sugar
magazine. A media report said that the partnership between MTV and
Hachette will be extended further with programming to be developed
between ELLEgirl and MTV Hits, and branded MTV channel
CD cover mounts across the titles will soon be discussed by both
the concerned parties.
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