Britain's largest newspaper publisher, Trinity Mirror, is pumping its pecs prior to muscling-in on the already overcrowded TV listings magazine market.

TM is uncharacteristically coy about confirming its strategy, although insiders say the company has briefed ad shop M&C Saatchi on an imminent launch.

Loquacious moles also reveal that oversight of the project has been handed to one-time News of the World editor Phil Hall, now editorial director for TM's national newspaper supplements.

TM chief executive Sylvia (Sly) Bailey also has something to bring to this particular party, having in a former incarnation served as publisher of IPC Magazines' TV listings unit IPC tx.

The UK listings sector is as littered as the Mount Everest base camp, with seven combatants slugging it with IPC's market leader What's On TV. Other major warriors include German publisher H Bauer (TV Choice) and BBC Magazines (Radio Times).

Meantime, word from Trinity Mirror's executive washroom is that the listings project is the forerunner of a whole raft of new consumer magazines.

Data sourced from BrandRepublic (UK); additional content by WARC staff