IPC tx to launch TV guide on internet

IPC tx, the TV weeklies division, is launching an electronic programme guide and entertainment service, Unmissable TV, on the web from 2 December.

IPC tx, the TV weeklies division, is launching an electronic

programme guide and entertainment service, Unmissable TV, on the web

from 2 December.



Negotiations are taking place with cable TV companies to offer the

service as a TV channel on the cable network and a third platform is

being negotiated with mobile telephone companies. Announcements on both

are expected in the new year



Unmissable TV represents the most significant move yet in IPC’s attempts

to develop a new-media strategy and enhance its image in advance of a

stock market flotation.



Caroline Ward, who was last week appointed as Sly Bailey’s replacement

as managing director of IPC tx, has been managing the project over the

last year in conjunction with tx executive editor Colin Tough and IPC

Electric, the new-media arm.



Revenue will be generated from e-commerce, sponsorship and banner ads.

These will be sold by 24/7 initially but IPC Electric is developing its

own sales team.



Ward wouldn’t reveal the size of the investment but said it was part of

Electric’s pounds 25 million budget.



As well as full TV listings and programme reviews for all channels, the

service offers a dozen TV related information strands on topics such as

sport, soaps, kids, home and celebrities and can be personalised. The

film section provides 500 film reviews and complete UK cinema listings

which can be localised by entering a postcode.



The e-commerce site, Shop, will provide most of the revenue for the

service and will eventually sell everything from books to garden

forks.



The TV offering is expected to deliver further e-commerce benefits and

Ward has set aggressive targets. ’This is a great opportunity for IPC to

develop e-commerce as an important revenue stream,’ she said. ’We could

sell holidays to people who access the TV travel listings.’



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