9th September
The Baby Channel, the new digital TV channel, will start broadcasting on 10th October.
MediaCom View: The channel is aimed at parents of 0-4 year olds and expectant parents. It will be broadcast between 6am and 8pm and will also be backed up by an additional webcast on babychanneltv.com.
The BBC is planning a major brand evaluation study.
MediaCom View: The study is designed to examine the relevance of the BBC to its viewers in the current day, and encompasses two forms. The marketing tracker will carry out 700 interviews a month to measure the effectiveness of BBC advance trails for programming and promotions, while the brand tracker will measure opinions on the BBC's brand attributes.
ITV launches mobile portal/Channel 4 extends TV drama onto mobiles.
MediaCom View: Two stories, both with the same theme - pushing TV content to mobile phones. What's important about this is that content is king. It creates a pay-per-view model for TV content directly billable via SMS. We have seen, and indeed are trialling, paid-for downloads of advertiser-funded content with 3, but what is also interesting is that both ITV/C4 are talking of bespoke footage, shot solely for the mobile. Whilst it is technically compelling to watch a film trailer on a mobile screen, as a consumer experience it is lacking. Film-making for the mobile screen requires different techniques and camera angles in order to convey content well. It isn't easy on mobile to 'Watch this space', yet.
BBC Magazines will be unveiling new research to prove the worth of kids' titles.
MediaCom View : The BBC have recently commissioned research specialist BMRB to carry out a study into the adult readers of pre-school titles. The research will be presented to media agencies in a bid to prove that pre-school magazines are an effective way of reaching parents with children. With an ever-expanding kids' portfolio including 'Learning is Fun' and 'Teletubbies', the BBC are keen to lay any pre-conceptions to rest. Key findings showed that 4.5 million adults read a BBC pre-school magazine with their children every month, and spend an average of 25 minutes reading them.
The new luxury title, Wonderland, the brain child of BBC2 Dragon's Den, will go on sale on 8th September.
MediaCom View : Targeted at affluent men and women, Wonderland is set to be a luxury fashion and visual culture magazine. As well as fashion, it will feature travel, people, celebrity, parties, art, film and music. Priced at 4.95, the magazine will be available in the UK and selected overseas markets, including Europe, Asia and the US . The initial print run is 140,000 and actual sales are predicted to be between 80,000-100,000.
Cooler Publishing is launching Range, a bi-monthly consumer title aimed at the golf-range user.
MediaCom View : The magazine publishing arm of Cooler Media will be launching a golf title this month in light of the continued growth of the game. The magazine will distribute its 40,000 print run at driving ranges throughout the UK , and be on sale from this September in A5 size, priced at 1.50. Range will offer practical information about golf tuition from the world's greatest golf coaches, along with tips, news, statistics, reviews, reader offers and competitions. Partner at Cooler Publishing Mark Mattocks feels they have managed to publish a magazine that finds the difference between a golf player and a 'ranger'. "Predominantly, range users are affluent young and middle-aged men, and we'll be reflecting this in the magazine content. We believe we've created a refreshing look at their beloved world of golf, and we aim to do it from their perspective as golf range users."
National Geographic is planning to launch a UK kids' magazine.
MediaCom View : National Geographic Kids will be launching a UK edition in 2006, with the first issue expected in September. There are currently 10 local/regional editions worldwide and the National Geographic society believe the title will give a breath of fresh air to the current UK children's market. Its tagline 'dare to explore' emphasises the goal of encouraging children of between 8 and 14 years old to explore their world rather than sit at home playing on a games console or watching television. It is yet to be decided whether National Geographic Society will publish the UK edition themselves or enter into a partnership with a UK-based publisher. As yet there are no circulation guarantees, although the US edition has been a great success, selling 1.27million copies a month. They would also expect to have a large subscriber base using the business model of the NG Kids older brother.
