The title, which will debut on 3 May, will be budget-priced, competing with IPC's own What's On TV and H Bauer's TV Choice. The titles have been locked in a price war since January, when IPC reduced What's On TV by 10p to 35p. TV Choice has since been cut to 30p.
IPC predicts that What's On TV 's 500,000 sales lead over TV Choice will be wiped out by 2008 if it continues to sell at a 5p premium. The launch of TV easy allows IPC to sell its two titles jointly to advertisers.
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.
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