NEW YORK (AdAge.com) -- Bob Guccione's Gear magazine and ad agency J. Walter Thompson are teaming up to produce pop culture TV programming.

The first project is a half-hour music series called Conversations, which will be hosted by Gear editor in chief Bob Guccione Jr. Mr. Guccione founded Spin magazine in the '80s and still has many contacts with musicians. There is no word yet on where the show will run

The crossover from magazines to TV and film has become an increasingly popular trend. From CosmoGirl to Outdoor Life, magazines have been lending their names to TV programs to expand revenue streams and to expand brand awareness. Leading men's magazine Maxim recently inked a deal to produce movies.

JWT is part of the WPP Group.