The magazine's rollout could add fuel to a price war in the sector and pit Trinity Mirror chief executive Sly Bailey against her previous employer IPC, where at one point she managed TV listings business IPC tx.
Trinity Mirror has refused to confirm its plans, although it is believed to have briefed its advertising agency, M&C Saatchi, on an imminent launch. The TV listings title is expected to be the first of several consumer magazine launches by Trinity Mirror.
Former News of the World editor Phil Hall, now editorial director for the Mirror Group's national newspaper supplements, is understood to be overseeing the project.
The arrival of another TV listings title will exacerbate a price war that broke out last week when IPC slashed the price of its market-leading What's On TV by 10p to 35p. Rival publisher H Bauer responded by cutting the price of TV Choice by 10p to 30p. The cuts were condemned by BBC Magazines, which publishes Radio Times.
What's On TV sells more than 1.6m copies a week. It is the UK's biggest-selling consumer title.
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