Emap lads' mag FHM readies launch of new music channel

LONDON - After successful TV trials with the FHM High Street Honeys and FHM Poker Million, Emap is launching FHM Music TV, a music TV channel broadcasting between 4pm and 6am.

The channel, available on digital satellite and cable, is the first dedicated FHM TV channel and will feature music videos that will appeal to the FHM readership.

The channel will begin broadcasting on Friday with typical features including: 'School of Rock', featuring the best anthems available for to air-guitar along to; and 'FHM 100 Sexiest: The Singers', which will feature the female singers who made it into this year's 100 Sexiest Women in the World list.

Other programming strands on FHM Music TV will include a twice-daily workout session called 'Pump it Up', featuring the dancers from the Eric Prydz video and 'FHM Themes' showcasing videos linked by the FHM theme of the day, be it robots, monkeys, or swimming pools.

Emap's decision to launch FHM TV follows the success of programming strands such as FHM High Street Honeys and FHM Poker Million.

FHM is the first Emap non-music brand to launch as a TV channel. Debuting this Friday, it will sit alongside other Emap channels such as Kerrang!, Kiss, Magic, The Box and Smash Hits.

Shirley Renwick, managing director of Emap TV, said: "FHM is the world's best-known male brand and we're excited to have FHM in our channel line-up."

Interactivity will be a key element of the channel with viewers able to vote for the next video to be played as well as being able to download selected tracks.

David Pullan, managing director of FHM Worldwide, said: "FHM is the UK's biggest media brand for 16-34 males. Through this collaboration with Emap TV, we will be able to create a unique music TV channel perfect for this vibrant, media-savvy audience, presented with that inimitable FHM style."

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