The £2.5m spring push includes a five-week radio and press campaign, which features a handful of celebrities. First is Chris Tarrant, the host of the Bafta TV awards.
The event, which is sponsored by Radio Times for the second year running, takes place on April 21 and is screened on ITV1 on April 22.
Marketing director Simon Clarkson says the campaign, created by Miles Calcraft Briginshaw Duffy, aims to "encourage lapsed and occasional Radio Times readers to re-appraise the magazine".
It is backed by direct mail to 100,000 people with vouchers for five free issues. The leaflet has been designed to look like a remote control handset.
The Radio Times has also signed a six-figure deal with Classic FM owner Opus, to sponsor a new feature on the station.
'On the Box' will preview TV shows as part of Monday evening's edition of Classic Newsnight, which attracts more than a million listeners each week. The first show aired on Monday (April 15).
"This support comes at a time when there's so much to say about the magazine,
says Clarkson. "We've strengthened the editorial with the new 'You really should stay in more' and 'Rough cut' sections and now we want people to try reading it again."
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