Bauer to launch Grazia TV
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Grazia, the women’s weekly, is launching a branded digital television platform.
The Bauer Media owned brand will create weekly programmes featuring fashion, beauty and entertainment news that builds on the magazine’s “Ten Hot Stories” section.
Grazia is partnering with cosmetic brand Estée Lauder to integrate content for the launch in London Fashion Week and plans to work with other brands in the future.
The 13-week series of five-minute programmes will be edited and written by Grazia’s senior editor Hattie Brett and produced by branded entertainment production company Signal TV.
The branded content will be available via Grazia’s online platform Graziadaily.co.uk and via YouTube from 17 September.
Jane Bruton, editor-in-chief of Grazia, says: “This is yet another innovation for Grazia. For a long time we have wanted to filter editorial content into moving footage and these weekly webisodes will bring the brand to life on a whole new platform for Grazia fans.”
Read an in-depth analysis of how magazine brands are stretching into new frontiers through brand extensions.
YouGov Insight:
Online TV
· 30% of UK adults say that they regularly watch TV online.
· Half of those aged 16-24 watch TV online.
· This figure increases to 81% when only students are taken into account.
· A greater proportion of students watch online TV than traditional TV (81% versus 78%).
· Students watch 78 mins of traditional TV per day, but online TV is catching up at 62 mins per day.
Click here for more information on this YouGov market report
