Ralph TV by ninemsn
PBL Media today confirmed the launch of RALPH TV, a cross-media initiative involving ACP Magazines, the Nine Network Australia and ninemsn.
The initiative reflects a new multi-platform brand strategy for RALPH that also includes a simultaneous revamp of RALPH magazine and a major site redesign on its ninemsn site, ralph.com.au.
RALPH TV, a television entertainment program based on ACP Magazines flagship men’s title, will debut on 7 June, 2007.
The weekly program will consist of 13 half-hour episodes broadcast every Thursday from 11pm following Nine’s The Footy Show.
Toyota Hilux has been confirmed as the launch partner for RALPH TV, which is being produced by Endemol Southern Star, the producers of Big Brother and Nine’s premier game show, 1vs100.
The new show will be hosted by former radio personality Lowie and will contain unique mix of content.
The program will link to ralph.com.au, Australia’s favourite men’s magazine site. The new-look Ralph site will feature video segments from the show, exclusive content as well as whole host of exciting new features.
ACP Magazines Group Publisher, Men’s & Specialist Titles, Phil Scott said RALPH TV was a clear example of PBL Media’s commitment to providing advertisers with integrated advertising solutions, while making content and entertainment accessible to audiences over a variety of media touch points.
“There is nothing like RALPH TV in Australia at the moment. Television is an important medium for our readers and advertisers so we’re very excited about working with Nine, Endemol and ninemsn to extend RALPH’s unique blend of fun, humour and irreverence to the TV screen and online,” Scott said.
“RALPH TV is a natural evolution of the RALPH brand. The magazine launched in August 1997, but the show won’t simply appeal to existing RALPH readers. It will attract a new audience and also drive them to the magazine and website. We expect the TV show, magazine and website to work together in pushing sales and eyeballs across the various RALPH-branded platforms,” Scott added.
RALPH TV will launch alongside a new-look RALPH magazine, which has been revamped with a reworked masthead, cleaner design, and new sections. Editor of RALPH magazine, Michael Pickering, said the publication’
Louise Barrett, ACP Magazine Sales Director – Men’s & Specialist Titles said RALPH TV and the brand revamp provides further opportunities for advertisers to reach the core RALPH reader.
“Feedback from the industry has been very positive and securing Toyota Hilux as major sponsors for RALPH TV is an early indication of how advertisers are viewing this new initiative and its cross-media opportunities,”
Nine Network, Director of Programming, Michael Healy commented: “We’re confident the show will attract current readers of the magazine as well as a new audience that appreciates fun, humour and sport. RALPH TV will also benefit from a loyal and similar audience that tunes into The Footy Show every Thursday night.”
ninemsn Director of Network Content and Services, Jane O’Connell said: “We’re really excited to be able to present a premium brand such as RALPH to our online audience. The new features and design of the RALPH site will give our audience the unique opportunity to interact with the magazine and TV content.”
Endemol Southern Star, Managing Director, Kris Noble, added: “We’re thrilled to be working with ACP Magazines and the Nine Network to bring RALPH and its attributes to life. RALPH TV is an attractive concept for audiences and advertisers with an appealing mix of content.”
RALPH TV will debut on the Nine Network on Thursday June 7 at 11pm after The Footy Show. The new-look RALPH magazine will launch with the June issue on sale from 7 May 2007.
For more information, please contact: Amanda Millar, Corporate Communications Manager, ninemsn: (02) 9383 6114/0407454229
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