The human rights charity is understood to have issued an RFP to a number of consumer and charity PR specialists with the aim of getting PR support on board for the planned May launch.
The new venture, dubbed Amnesty TV, is thought to be a bi-weekly magazine show featuring news, human rights issues and entertainment.
The successful agency will run a PR and social media campaign, using creative PR, stunts and celebrity endorsement to boost viewers.
A source with knowledge of the process said Amnesty was looking for the TV venture 'and the PR campaign around it' to raise awareness of key issues for the charity.
The show is likely to be run online via a dedicated YouTube channel and possibly as downloadable content on iTunes, and available on the website of a national UK newspaper.
Amnesty International has 2.2 million members, supporters and subscribers in more than 150 countries.