What's on TV is currently 35p after IPC cut its price from 45p in January. Bauer responded by cutting rival title TV Choice from 40p to 30p.
What's on TV will change to 40p on May 31, four weeks after the first issue of the handbag-sized TV easy goes on sale on May 3.
Phillipa Brown, IPC TX managing director, said: "TV easy represents real innovation and fantastic value for customers. With TV easy at 35p and What's on TV at 40p, IPC TX has the most compelling offer in the value sector of the TV listings market."
TV easy will be sampled in copies of IPC women's weeklies including Now and Pick Me Up, and will be supported by a TV campaign through Abbott Mead Vickers BBDO and Walker Media.
It will also be the broadcast sponsor of this year's British Soap Awards, to be televised on ITV1 and ITV2 on May 11.
What's on TV's circulation fell 2.9% in the six months to December 2004, while TV Choice was up 2%.
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