Mobile media company Player X and Dennis Publishing have launched Monkey, the free weekly men’s lifestyle digital magazine, onto a mobile platform.
The Monkey mobile TV channel will run in a similar way to the ad-funded digital magazine. The service will be free for the consumer, running as the first off-portal men’s lifestyle Mobile TV channel. The service will offer highlight content from the digital magazine, such as outrageous stunts and comedy clips as well as additional bespoke content created for mobile.
Mobile users need to text the keyword MONKEY to 63333 to download the channel that will be available on all UK networks. The service will launch with a tie-up sponsorship deal for Twentieth Century Fox’s latest spoof comedy film Meet The Spartans. The sponsorship activity will include running the film’s trailer within all of the content on the Mobile TV channel.
Tony Pearce, CEO at Player X said: “We are really pleased to be partnering with Dennis Publishing to extend the Monkey brand. Monkey is a great product and it a great fit for mobile and it is exciting to be involved with a product that is truly innovating mobile TV channel.”
Launched by Dennis Publishing in November 2006, Monkey magazine recently recorded an impressive ABCe figure of 271,667, its third consecutive increase since launch. Monkey has proven to be a successful format for Dennis Publishing and the expansion of the brand highlights its continued commitment to presenting both advertisers and consumers with pioneering and innovative new products.
Andrew Nicholls, Partnerships and Mobile Manager at Dennis Publishing said: “The huge popularity of Monkey as a digital magazine has led to the natural progression of the brand onto mobile. This exciting new launch offers Monkey fans access to the content they want at the point of impulse.”
The sponsorship deal with Twentieth Century Fox was negotiated by Sam Finegan, Account Director for Monkey at Dennis Publishing, Russell Watts at Vizeum and Stefan Adamczyk at Ad Infuse.
For more information please contact Monty Munford at: monty.munford@playerx.com or +44 (0) 7970 673695.
