Hachette Launches Sugar-Branded Programmes On MTV
Hachette Filipacchi has secured a cross-media deal that will see it cash in on the success of its market leading teen glossy Sugar with the launch of a series of branded television programmes on MTV Hits.
The agreement, which begins later this week, will see MTV Hits broadcast a series of specially created Sugar TV shows designed to reflect the celebrity, gossip and style content of the long-running magazine.
Popular MTV presenter Emma Grifiths will front the Sugar-branded programming strand, which will include Sugar Stars, Sugar Scoop and Sugar Saturday. Each show is intended to fuse the magazine’s content with the fast-paced MTV Hits format.
The cross-media deal will also see the MTV portfolio of channels promoted heavily in a series of editorial and advertising initiatives across Hachette’s teen titles, which include the Sugar, tvhits! and ELLEgirl magazines.
Sugar will publish a specially-created MTV Hits editorial page and tvhits! will replace its cd:uk section with a 16-page MTV magazine. The magazine will be produced by Hachette and will include programme news, interviews and behind the scenes gossip.
Commenting on the deal, Kevin Hand, chairman of Hachette Filipacchi UK, said: “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.”
James Scroggs, director of marketing, MTV Networks UK, added: “Extending our existing relationship with Hachette and achieving an MTV presence across their teen titles, and vice versa, strengthens our connections with a notoriously difficult market. Not only does it increase the editorial and advertising prospects between us, but helps incorporate the MTV brand into the publishing arena.”
The latest ABC results for the six months to December 2003 show that Sugar saw its circulation decline by 9.2% year on year to 291,794. However, the title is still the clear market leader, selling over 50,000 more copies than its closest rival, Bliss (see ABC Jul-Dec 2003: Sneak Continues To Rise In Teen Sector).
Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk
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