IPC Media goes mobile to build brand

UK-based publisher IPC Media is moving to strengthen its digital presence by launching a mobile service based on its magazine What's on TV.The magazine has an audited circulation in excess of 1.3 million per issue and also has a website, but the publisher is hoping to further develop the brand and bring in a new income stream via the mobile service.What's on TV mobile will feature free content in the form of the television listings and soap gossip readers would expect to find in the magazine.It will also offer a range of more than 5,000 paid-for downloads, such as games and ringtones, which will be supplied by mobile entertainment developer K2. What's on TV's publishing director Angie O'Farrell predicted that the mobile service would prove to be a useful addition to the brand portfolio. "We have a much-loved and well-established brand and this development further advances What's on TV's presence in the digital space, complementing the successful website," she said.Publishers are increasingly looking at ways to exploit the mobile sector and Newsquest recently launched 148 mobile sites based on its local newspaper portfolio in the UK.

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