Emap launches Kerrang! channel

Emap Performance will continue to lead the way in the publishing group's roll-out of digital TV, when it launches a channel around the veteran rock title Kerrang! in May.

Emap Performance will continue to lead the way in the publishing group's roll-out of digital TV, when it launches a channel around the veteran rock title Kerrang! in May.

The publisher will roll out Kerrang! TV in an interactive format similar to its existing music channels, Kiss TV, The Box and QTV. Each channel enables viewers to choose videos from an extensive, specially selected playlist.

Videos are accompanied by complementary short-form programmes on the bands behind them.

Kerrang! TV will aim to capitalise on what is perceived to be a renewed appetite for hard-edged music among young British listeners. The channel will use Kerrang! magazine's 'life is loud' strapline to unite artists such as Limp Bizkit, Marilyn Manson, Slipknot and Eminem whose stars have risen with the decline in popularity of Britpop bands such as Oasis.

It promises to provide controversial videos that traditional music channels are likely to avoid.

'It's the area of music where we feel there is most action on a grass-roots level,' Emap Performance's chief executive, Tim Schoonmaker, said.

'It reminds me of the dance music scene in 1990 when everyone was going to clandestine raves. If you look at the top ten at the moment, most of the singles are by Kerrang! acts.'

In addition to its sister weekly magazine, the new channel will also use content from Performance's new glossy monthly KingSize, which is due for launch next month. Content will be grouped around programming features such as Live Ticket, which provides information on gigs, Rising, which aims to spotlight new bands, and Raise Your Voice, which invites viewers to air their opinions on the music scene.

Kerrang! posted an impressive 10.4 per cent year-on-year increase to 45,342 in the ABC circulation figures released last June.



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