Baxendale-Walker plans to merge the Loaded business into Blue Media Group, his existing media and porn business. He will also launch a mainstream TV channel likely to include content such as comedy programmes, as well as a channel with more adult content.
It is not known how much the deal is worth.
The title was sold after its owner Vitality Publishing called in administrators after stacking up £1m of debt with creditors, less than two years after buying the magazine from IPC Media.
Loaded’s circulation has dwindled since its peak in the 90s and fell 30% year-on-year to just under 35,000 at the end of 2011, according to its ABC audit.
Nuts, the lads’ mag still owned by IPC Media, launched a TV channel in 2007 but it was taken off air after two years.