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Lucire expands to cover web video with InTheSeen tie-up


December 14, 2008/11.40

Lucire, New Zealand’s internationally published fashion magazine, has formed an alliance with InTheSeen (, which will provide original online video programming for the title at This means that Lucire will enter 2009 covering print, web, mobile and online video media.
   InTheSeen will provide custom, original programming for Lucire, initially in its New Zealand home market.
   ‘This will bring to the web video market what Lucire has so far done on the web and in print,’ says Lucire publisher Jack Yan. ‘This means original, in-depth and entertaining content in very appealing and visually exciting segments.’
   ‘We’re delighted to establish an alliance with Lucire,’ says InTheSeen presenter–producer Samantha Hannah. ‘It allows us to bring our fashion programming to a wider audience.’
   InTheSeen editor Steve Leon says, ‘InTheSeen will bring strong, original programming to this venture, while Lucire brings a 12-year-old reputation in the fashion media. Each party has a great deal to contribute.
   ‘We envisage pooling our resources not just on content but on advertising and other business opportunities,’ he says.
   Mr Leon had already produced and directed two segments for Lucire TV earlier in 2008 through his Springtv company, which is charged with creating programming for InTheSeen.
   ‘We had always envisaged that the Lucire brand would encompass more media. With our foreign editions, mobile service and online video, we’re looking forward to a grander 2009,’ says Mr Yan.
   Lucire, which began as a dot-com in 1997, has been featuring online video segments for some time at, but had not entered into a formal arrangement with any production company.
   In 2000, Lucire attempted to enter the online video market with Lucire Live, filming at New York Fashion Week that September. The technology, says Mr Yan, had not caught up with Lucire’s demands. Lucire TV was established in 2002 but was again too early, he says.
   Earlier in 2008, Lucire announced a mobile service as well as a print edition in Thailand.

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