Bauer to launch Grazia TV

Grazia, the women’s weekly, is launching a branded digital television platform.

The Bauer Media owned brand will create weekly programmes featuring fashion, beauty and entertainment news that builds on the magazine’s “Ten Hot Stories” section.

Grazia is partnering with cosmetic brand Estée Lauder to integrate content for the launch in London Fashion Week and plans to work with other brands in the future.

The 13-week series of five-minute programmes will be edited and written by Grazia’s senior editor Hattie Brett and produced by branded entertainment production company Signal TV.

The branded content will be available via Grazia’s online platform and via YouTube from 17 September.

Jane Bruton, editor-in-chief of Grazia, says: “This is yet another innovation for Grazia. For a long time we have wanted to filter editorial content into moving footage and these weekly webisodes will bring the brand to life on a whole new platform for Grazia fans.”

Read an in-depth analysis of how magazine brands are stretching into new frontiers through brand extensions.

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