Emap prepares spring launch for Magic TV

By CLAIRE BEALE, campaignlive.co.uk, Friday, 21 November 1997 12:00AM

The media giant, Emap, is expanding its fledgling interests in TV with a new cable and satellite music channel, Magic, to launch next spring.

The media giant, Emap, is expanding its fledgling interests in TV

with a new cable and satellite music channel, Magic, to launch next

spring.



The channel will take the brand values of the Magic AM radio stations,

which Emap operates around the country, on to TV in a format similar to

Emap’s existing TV channel, the Box.



Magic will use the same interactive digital technology as the Box to

enable viewers to control the pop videos they want to see on screen. It

will target an older audience than the Box’s 12- to 35-year-old market,

with a mix of new and established album artists chosen to appeal to

25- to 44-year-old viewers.



The addition of Magic to the Emap broadcasting portfolio marks a bid to

expand its command of the music market - which it serves through a

number of magazines, such as Smash Hits, as well as its radio and TV

interests - on to a broader platform, drawing in consumers at the older

end of the spectrum.



Magic TV is a further example of Emap’s drive to extend its brands into

other media, exploiting existing consumer relationships from one medium

to the next and drawing in new fans who will follow the brand across

media.



Emap’s radio sales house, Emap On Air, will handle the sponsorship,

promotions and airtime sales for Magic TV. Tom Toumazis, the managing

director of Emap On Air, was unavailable to comment but is expected to

work with Magic radio’s existing advertisers to sell cross-media radio

and TV opportunities for the first time in the UK.



Ad sales for the Box are handled by Carlton Cable & Satellite, but it is

unclear whether this arrangement will continue in the long term.



This article was first published on campaignlive.co.uk

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