FHM launches 'FHM TV' channel for mobiles

EMAP has announced the launch of FHM TV for mobile broadcast - another groundbreaking addition to FHM's uniquely successful multi-platform strategy.
FHM TV's content will consist of the very best of FHM. Created by digital programming specialists Guerrilla in conjunction with the FHM team, the hour-long loop will be refreshed weekly and has been developed bespoke for mobile viewing. The loop has been designed to deliver the subscriber with immediate satisfaction at any point.
The brand expansion of FHM, the leading men's lifestyle publication, has, to date, seen the creation of FHM.com (Europe's biggest men's site with 1.8m unique users), FHM on PSP (300,000 downloads), FHM Music TV (1.4m viewers per month) not to mention the unrivalled success of FHM mobile.
Rob Willis, Emap's Head of Mobile, said: "FHM Mobile UK now generates over 32 million page impressions per month and with the increasing demand for mobile video content, the launch of FHM TV for mobile & broadband is the logical next step in our multi platform approach to the male lifestyle sector. We are delighted to be working with Guerrilla on this project."
FHM TV for mobile broadcast will include a number of original programming strands, each three to five minutes long. Content will include the best photo-shoots with FHM cover-stars, the High Street Honeys competition and the serialisation of the hilarious Around The World In 80 Beers which follows FHM journalist Chris Bell as he samples local brews across the globe. There will also be a mix of interviews and features in keeping with the FHM mantra of 'funny, sexy, useful'.
Mike Burgess, Creative Director in EMAP's mobile team, said: "Mobile is a new platform and fresh, bespoke content is essential. The media snacking of the mobile audience means that snappy, lively and instantly entertaining content is the order of the day. Interactivity and user generated content connect the audience and FHM TV in a way that traditional broadcast TV can't. FHM TV will be a unique offering in the market."
Paul Fifield, Managing Director of Guerrilla, said: "The challenge with this project was to combine the skills of running a traditional TV channel (such as editorial integrity, scheduling, branding, marketing and budgets) while appreciating the way consumers will watch the content. We are delighted with the deal at this exciting time where finally digital production and distribution is coming of age."
(GB)