Phil Hall, the editorial director for the Mirror Group's national newspaper supplements and a former editor of the News of the World, is thought to be heading the launch project.
Trinity Mirror's advertising agency, M&C Saatchi, is also understood to have been briefed on the project.
The TV listings market is currently experiencing a major pricing war, with IPC Media's What's on TV and H Bauer's rival title TV Choice both reducing their cover price by 10p last week.
Trinity Mirror declined to comment on the story.
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