MASTERCLASSING

Vodafone Next for FHM TV

David Murphy

Mens lifestyle magazine FHM's mobile TV channel, FHM TV, will launch on Vodafone in the near future after what EMAP Creative Director for Mobile, Mike Burgess describes as a very successful start on 3,  where it launched three weeks ago, and Orange,  where it made its debut two weeks ago.
FHM TV includes a number of original programming strands, each three to five minutes long, contained within an hour-long loop, which is refreshed weekly. Content includes photo-shoots with FHM cover-stars, the High Street Honeys competition, and the serialisation of the Around The World In 80 Beers series, which follows FHM journalist Chris Bell as he samples local brews across the globe. There is also be a mix of interviews and features in keeping with the FHM mantra of funny, sexy, useful. The content is being created by digital programming company Guerrilla in conjunction with the FHM team.
FHM already has a mobile site, FHM Mobile UK, which generates over 32 million page impressions per month, and also offers FHM on PSP, which has had 300,000 downloads, and FHM Music TV, which has 1.4m viewers per month.
Mobile is a new platform and fresh, bespoke content is essential says Burgess. The media snacking of the mobile audience means that snappy, lively and instantly-entertaining content is the order of the day. Interactivity and user generated content connect the audience and FHM TV in a way that traditional broadcast TV cant. FHM TV will be a unique offering in the market.

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