Loaded claims successful TV launch with weekly reach ahead of Fox News

Lads’ mag Loaded is claiming to have found a new lease of life on TV after posting viewing figures which place it ahead of more established UK satellite names like Fox News and Wedding TV.

Loaded launched on Sky channel 200 at the end of November and according to Barb figures it released today, the channel had a weekly reach of 148,000.

LTV broadcasts between 9pm and 5am and features programmes including a sitcom called Sexxx set in a Soho sex shop, chat show Looser Women Live and LTV News, a round-up of offbeat stories from around the world.

Loaded magazine was bought by former lawyer and adult film producer Paul Baxendale-Walker in April this year.

Loaded last posted an ABC sales figure in 2010 of 50,000, compared with sales of more than 350,000 a month in 2000 and before.

LTV and Loaded magazine chief executive Paul Chaplin said: "Time to get the champagne out. We deliberately went with a low key launch. No big advertising campaign. No talking before doing.

"We wanted the Channel to spread by word of mouth. With ordinary viewers spreading the message that here's something different, and uniquely entertaining, to watch.

"The figures say that's working. The really good news is that, in terms of the quality of our programme output, the best is yet to come. Meanwhile the advertisers are flocking to our TV transmission masts."

According to Barb figures for the last week of April released by Loaded’s publishers, LTV’s 148,000 weekly reach figures compares with 140,000 for Fox News in the UK, 213,000 for Sky Box Office movies and 124,000 for Wedding TV.

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