Teen magazine Sugar is to be turned into a regular TV show for MTV.
The spin-off follows a six month deal between Sugar publisher Hachette Filipacchi UK and MTV Networks UK & Ireland.
Sugar TV will begin on MTV Hits on 5 July, hosted by MTV presenter Emma Griffiths. It will feature a mix of celebrity gossip in the style of Sugar in the fast-paced format of MTV Hits.
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Sugar will introduce a special editorial page into the magazine dedicated to MTV Hits, featuring a summary of Sugar TV from the previous month.
The tie-up will also be promoted in the July issue of sister title TV Hits! which will drop its cd:uk section in favour of a new 16-page MTV magazine, designed in a smaller format to increase its prominence.
The magazine will be produced by staff at Hachette and feature new as well as existing TV shows on the network.
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Kevin Hand, chairman of Hachette (UK), described the deal as “groundbreaking”.
He said there was a clear fit between the magazines’ readership and MTV audiences and added that the cross media opportunities for both parties were “unparalleled in the UK”.
The Sugar TV series will feature daily gossip in a format entitled “Sugar Scoop” and “Sugar Style” which will include the latest trends and tips on celebrity style.
By Ruth Addicott
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