Emap is launching a dance music television channel, called Kiss
Mix, as part of a wider strategy to expand each of its brands across a
range of media.
The channel, which is an extension of Emap’s Kiss 100 radio station and
its clubbing magazine Mixmag, will be launched next year.
Tim Schoonmaker, chief executive of Emap Performance, said: ’Advertisers
who think Kiss 100 is good for reaching 15- to 24-year-olds will love
Kiss Mix. Kiss is a familiar brand and can live across all media. We
want all of our brands to be able to do the same.’
Emap already has a TV pop music channel - The Box - which runs on NTL,
Telewest and Cable & Wireless cable channels and Sky Digital. It is
linked to the teen music magazine Smash Hits. Kiss Mix will have the
same kind of cross-promotional relationship with Mixmag.
Schoonmaker has yet to find a distributor for Kiss Mix, but he says
Carlton, which already handles The Box, will sell advertising. Longer
term, sales could potentially be bought inhouse, which would fit in with
rumours that Emap On Air plans to launch its own TV sales division
(Media Business, 25 October 1999).