The five minute weekly 'webisodes', a media first, will feature a round up of the latest fashion, beauty, news and entertainment inspired by the 'Ten Hot Stories ' section of the magazine, updated and adapted to showcase Grazia content on a TV platform.
Grazia TV was conceived by Bauer Media's Creative Director of TV Julian Linley and the series will be edited and written by Grazia's Senior Editor Hattie Brett, in conjunction with Signal TV, a production company specialising in branded entertainment. It will be available on graziadaily.co.uk, YouTube and other syndication channels every Friday from 17 Sept 2010.
The 13-week series kicks off during London Fashion Week in September in partnership with Estee Lauder Companies using integrated brand content. Grazia's Associate Media Director Lisa Tookey brokered the deal with M2M’s Tanwa Edu.
Jane Bruton, Editor-In-Chief of Grazia, said: "This is yet another innovation for Grazia. For a long time we have wanted to filter editorial content into moving footage and these weekly webisodes will bring the brand to life on a whole new platform for Grazia fans."
Paul Keenan, Chief Executive of Bauer Media, added: "Grazia is a potent brand and combines well with Estee Lauder to provide this new and interesting entertainment experience - a quick fix of Grazia that will find a new audience in the UK and across the World, whilst deepening the addiction of our existing readers and fans. It's good for fashion followers, for Grazia and for Estee Lauder and I can see this form of partnership extending quickly to other brands and markets we serve."
