FHM goes mobile

FHM has become the latest glossy to go mobile, with hour-long content delivered to phones on a weekly basis.

The magazine joins GQ and Glamour in launching downloadable magazine content this year. FHM TV runs on an hour-long loop and is paid for as part of a package with other entertainment channels on the 3, Vodafone and Orange networks.

Several publishers have already launched mobizines, to which readers subscribe to receive weekly updated content from, for example, Time Out, OK! and ITV News.

Mike Burgess, creative director in Emap’s mobile team, said: "Mobile is a new platform and fresh, bespoke content is essential. 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 can’t.

FHM TV will be a unique offering in the market."

Content will include photo-shoots with FHM cover stars, the High Street Honeys competition and the serialisation of Around The World In 80 Beers, which follows FHM journalist Chris Bell as he samples local brews across the globe.

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