ITV launches consumer mag as part of ‘More Than TV’ strategy

UK commercial broadcaster ITV has launched a new consumer magazine as part of its ‘more than TV’ strategy, which CEO Carolyn McCall set out in 2018 to develop stronger relationships with consumers.

The ITV Magazine is available to purchase for £1 in Waitrose & Partners stores across the UK and myWaitrose members can pick up the magazine for free.

ITV’s publication will preview the best of 2019 with exclusive interviews with its biggest stars, including Sheridan Smith, star of new drama Cleaning Up, and Katherine Kelly, who stars in psychological thriller Cheat.

The magazine also features behind the scenes features on The Voice, ITV’s Racing and Six Nations coverage, plus the drama Endeavour as well as an interview with Victoria writer Daisy Goodwin and ITV International Affairs editor, Rageh Omaar’s column.

Also included are travel, fitness and lifestyle features linked to ITV’s programming.

ITV’s ‘more than TV’ strategy will see the UK broadcaster make its direct-to-consumer business a “key focus”, according to McCall who laid out the company’s plans in July 2018. It has also created a dedicated team to produce event ideas and is looking to develop new content and experiences around gaming, pay-per-view and merchandising.

The magazine was created by John Brown Media, ITV Marketing and Publicity teams and Waitrose & Partners.

Paul Ridsdale, ITV director of viewer marketing, said: “We’re constantly looking at new ways to reach viewers and the launch of The ITV Magazine enables us to engage with both existing and future viewers and give them a taste of what ITV has to offer in the new year. The magazine shows how our programming and cultural influence extends way beyond TV and into people’s lives.”