One Media IP Group PLC (LON:OMIP), the digital music rights specialist, has said it is to launch a new Men & Motors TV channel, augmenting the YouTube offering.

The channel will be hosted by Shane Lynch, the Boyzone member, and Torie Campbell, best known for fronting “One Second in F1 Racing”, and will open up a new revenue stream for One Media, which acquired the rights to Men & Motors from Granada Television Products and ITV Digital Channels in 2012.

Since then, the channel has been thriving as a YouTube offering and in 2020 the channel clocked up 134mln minutes of viewing, which is equivalent to 2.5mln viewing minutes per week.

The new channel will go live at 7.00pm on February 1, 2021, and will air the best shows from the comprehensive archives in a new on-demand format. It will initially air in the UK, after which it will be rolled out to North American and Australia as an advertising-funded free-to-view, catch-up and on-demand channel.

“Men and Motors was and still is an iconic brand. Like many other niche content broadcasters, the audience loves the content, but the channels have been unable to monetise the content to the level it deserves. Viewers now choose to consume content digitally across multiple devices and Men and Motors is being reincarnated by adopting a hybrid of proven businesses models demonstrated by Amazon, Netflix and Samsung,” said Jamie Branson, the chief executive officer (CEO) of View TV Group, One Media’s partner in the relaunch in a statement.

Michael Infante, the CEO of One Media, said the group is excited to be giving the iconic Men & Motors channel a new lease of life.

“Over time, we hope to broaden our offering and add more third-party content to the channel, broadcasting a host of different automotive programmes,” Infante said.

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