MTV tailors channels to UK audience

MTV Europe is preparing a package of channels for the UK market that will result in the demise of the current pan-European MTV programming format.

MTV Europe is preparing a package of channels for the UK market

that will result in the demise of the current pan-European MTV

programming format.



MTV in the UK is expected to launch in mid-summer, replacing the

existing MTV channel received in the UK as part of a service available

across Europe.



It will be joined by M2, a back-to-back video channel that will be

broadcast live into the UK from the US.



M2 will be available with the launch of digital television in the UK,

which is expected this autumn.



The new MTV UK channel will have a music remit dedicated to the UK

audience, with British presenters, more British personalities, new

UK-produced shows and a higher speech content.



In addition to playing UK-orientated music videos, the programme line-up

will include lifestyle features, news and youth entertainment as well as

programming.



The channel will be available on Astra as part of the BSkyB basic

package and it will be broadcast to a potential audience of 5.5 million

homes.



Brent Hansen, the president and chief executive of MTV, said that the

UK-dedicated channel would offer new opportunities for both pan-European

and domestic advertisers.



’Obviously, MTV in the UK will mean a great deal more opportunities for

local advertisers who specifically want a UK audience.



’However, pan-European advertisers will be able to use this new

regionality to exercise greater flexibility in scheduling their

campaigns according to local viewing patterns,’ Hansen said.



’The UK channel won’t feel different in tone from the MTV that is

currently available, it’s just the lack of clarity that we want to focus

on.’



M2, which was launched in the US last summer, will not carry

commercials.



It has a freeform music format described by Hansen as ’like the B-side

of a record’, with videos programmed next to each other according to

similar song titles, shared vocal or music styles and thematic links.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).