NutsTV, which is believed to be a first for a men's lifestyle magazine, will launch later this year, backed up with interactive offerings and a website. It will be available on the next available entertainment channel on Freeview.
Eric Fuller, managing director of IPC Ignite, said the idea came from conversations between IPC and Turner, which are both owned by Time Warner.
"We have always felt that the way forward for Nuts is to provide a multi-platform offering - that has been our long-term growth strategy," he added.
"We don't see the development of NutsTV as a necessary thing we have to do to compensate for a weakness somewhere else - this is a proactive development from a position of strength."
IPC expects Nuts to expand its market share in the forthcoming ABCs and to increase its lead over Emap's rival title, Zoo.
NutsTV will offer four hours of live studio programming five days a week with hosted highlights on the remaining two.
Like the magazine, the programming will cover girls, sport, entertainment, gadgets, cars and news, though its content will be different to that of the magazine.
Its pace and immediacy will be reminiscent of the internet in order to appeal to its key demographic.
NutsTV will be produced by digital media company etv. Advertising sales for the TV block will be handled by Turner Broadcasting System.
IPC Media will continue to handle advertising sales for the magazine, working closely with the TV team to develop cross-platform opportunities.
Turner has hired Joe Talbot as director of programming for NutsTV along with Damon Letzer, who has joined Turner Media International as commercial director.
IPC has no immediate plans to launch other brands on television, but Fuller said it could be considered in the future.
The men's market is set to get even more crowded with the forthcoming launch of a free title, as revealed in Media Week (17 July, page 3).
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