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.’
