Hachette extends 'Sugar' brand to television in MTV deal

MUMBAI: Hachette Filipacchi UK, Britain's magazine publishing house which has magazine titles like: Elle, Elle Decoration, ElleGirl, Red, B, Sugar, tvhits!, Inside Soap and All About Soap, is capitalising on the popularity of market-leading teen glossy Sugar with the launch of branded television programmes along with MTV.

Sugar TV, which is set to launch in UK on 5 July, will be broadcast on MTV Hits. The shows will be presented by MTV's Emma Griffiths and will combine content from Sugar magazine.



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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