• Broadcasting & Cable, Thursday, April 20, 2006 11:09 AM

Motor Trend magazine, Primedia's popular entry in the car-enthusiast category, is seeing its brand move to a new platform. Not the Internet, where it already has a presence, but to secondary digital channels, which are beginning to carry more diverse programming (such as NBC's “Weather Plus”). Primedia has signed a deal with Multicast Networks Group, a content and distribution company, that would put Motor Trend TV on the air sometime next year.  The programming would be free to network and station owners that pick up the shows. Broadcasting & Cable reports that "Primedia and MNG plan to offer advertisers the opportunity to buy cross-platform packages with Motor Trend’s magazine, Web site and new TV programming.  On Motor Trend TV, advertisers will have the ability to sponsor shows and air longer-form spots." Says MNG COO Jon Findley, "At a time when advertisers are looking for solutions, we clearly want to go beyond the 30-second spots."

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