Channel 4 plans branded lifestyle magazine

Channel 4 is considering the viability of a branded magazine.

The broadcaster is researching a title that would be based not on one of its programmes, but on the general brand values of the channel.

The magazine’s form is not finalised, but industry observers expect a glossy monthly aimed at C4’s core audience of 18 to 34-year-olds.

The magazine’s content has been described by one source as “innovative and stylish, like the channel, but related to the most popular programming”.

C4 believes the magazine will help promote it as an umbrella brand. Other broadcasters, such as the BBC and Scottish TV, have based magazines on individual programmes including Top Gear or Match of the Day, which fit into special interest magazine sectors.

The C4 magazine is thought to be more like a general lifestyle title with an emphasis on programmes.

C4 spokesman Chris Griffin-Beale claims that the channel has had many approaches about producing a magazine but has nothing in research at the moment.

C4 has launched a corporate video concentrating on its minority programming as part of its fight against privatisation.