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The title, which launches on Saturday, is to be edited by Keith Kendrick, former editor of Loaded and Chat, published by IPC Media, Trinity Mirror CEO Sly Bailey's former company.

The launch has been overseen by Phil Hall, former editor of Hello! magazine and News of the World, who was appointed editorial development director for Trinity Mirror's national newspapers in January.

The commercial side of the launch has been handled by new general manager of MGN Ellis Watson, previously of The Sun and News International.

The 56-page colour glossy magazine will feature television news, trivia, listings, puzzles and competitions.

The magazine is being trailed in today's Mirror, with half of the front page dedicated to a picture of 'Pop Idol' judge Simon Cowell holding a copy of the new publication, followed by a full page inside the paper.

Daily Mirror editor Piers Morgan, who has worked closely with the launch team said the new title would help "re-energise" the Saturday edition and was the first of several developments at the paper.

"[We Love Telly] is staffed by a brilliant team of people led by Keith Kendrick, who are passionate about television. That passion radiates through We Love Telly and I have no doubt that this magazine will be a massive hit with Mirror readers. There will further exciting announcements concerning the Mirror's editorial content in the near future," Morgan said.

Joining Kendrick are two other former IPC editors. Peter Genower, a former TV Times editor, joins as publishing consultant and Sue Rylance, a former editor of TV and Satellite Week, joins as listings consultant.

The launch follows Bailey's promise to make better use of the company's resources to help add value to the Daily Mirror, which has been suffering a steady circulation decline.

When it was announced in late July that The Look and M were closing, the company admitted they had been a drain on resources, which could be used more effectively to improve the title in the long term.

The company said at the time it was "committed to providing the best possible value for our readers and advertisers" and that there were "better ways of using the resources currently invested in producing M magazine".

We Love Telly is understood to have been under development since Bailey joined in February, and is the result of extensive research including focus groups with consumers.

Phil Hall said: "We researched the market very hard to find out what readers were looking for, and responded to their views. The focus of We Love Telly is very much on delivering what matters to our readers."

TV listings is said to be an issue of particular interest to Bailey as she was managing director of IPC's listings division TX, before becoming chief executive.

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