NME TV series to launch on MTV

LONDON - Alternative music paper NME is to launch a branded TV series as part of a deal signed by publisher IPC and music channel MTV.

The deal helps put IPC's TV strategy back on track following the departure of head of TV development Nick Ryle last year.

It will also help it close the gap on rival Emap, which has launched a raft of digital TV channels such as Kiss TV and Smash Hits TV.

As well as an NME-branded programme strand, Loaded is to sponsor anarchic comedy series 'Jackass'. Other initiatives include the renewal of Uncut's sponsorship of VH1 show 'Behind the Music', while Loaded and MTV Dance will team up to produce the MTV Mediterranean Dance Tour.

A TV masthead series for IPC dance music and DJ mag Muzik could also be in the pipeline.

The deal will allow both youth brands to extend their reach across the 16-24 market through a number of marketing agreements and joint initiatives. It was forged after MTV broadcast the NME awards and a week of programming based around event earlier this year.

IPC Ignite!'s head of marketing Niall McKinney, says: "I have long thought that MTV and IPC Ignite! were talking to the same audience. There is an obvious link between MTV and our music titles, but there are also a host of other opportunities linking MTV's humour and lifestyle programming to the Loaded brand."

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