ELLE TV: Lagardère Active is to launch Elle Girl on Sept. 15. France’s largest magazine publisher, whose flagship titles include Elle and its international editions and Paris Match, will make its new TV channel targeting women between ages 18 and 49 available on cable television channel Canalsat. “The editorial project is inspired by the values from the magazine,” explained Caroline Cochaux, managing director of France and international for Lagardère Active TV, noting that Elle Girl emanates from the television segment, and not from the magazine. “It’s not a camera put inside Elle’s newsroom,” she said.
A program named “Follow Me” is directly inspired by a section of Elle France “A day with.” The first episode will feature model Cindy Bruna. Another program called “Paris Fashion Week Inside,” to kick off on Sept. 27, will be a daily recap of the Paris runway, with sound bites of Elle France fashion editors, designers and celebrities. There’s also “Catwalks, a decade of fashion in Paris,” hosted by Malian-French singer and model Inna Modja, retracing 10 years of shows of a designer or a house, starting with Chanel, Jean Paul Gaultier and Julien Fournié.
The new channel is also to air “Project Runway,” “The Ellen DeGeneres Show” and “The Royals.” Cochaux declined to comment on the budget devoted to the project.
Meanwhile, Lagardère Active’s TV channel targeting young girls, June TV, stopped airing as of Wednesday. Camille Bignon of June TV was appointed head of programs at Elle Girl.
The launch of Elle Girl is part of Lagardère Active’s strategy to focus on its audiovisual activities. It comes after the firm divested 10 print publications in 2014 and made acquisitions in the TV production sector. As reported, Lagardère magazine revenues in France fell 6.8 percent on a like-for-like basis in the first half of 2016. The company said this was due to a sharp contraction in the print advertising market, which retreated 10.4 percent in the first half, despite “circulation proving resilient,” falling 2.1 percent.
An ad campaign accompanying the launch of Elle Girl is slated to break in newspapers and magazines starting mid-September and be plastered around Paris.