VH1 revamps to pull in advertisers and increase audience

MTV is transforming the look of its music channel VH1 UK in order to boost audience figures and attract advertisers.

MTV is transforming the look of its music channel VH1 UK in order

to boost audience figures and attract advertisers.

Over the next month, information strips will be placed at the bottom of

the screen. They will appear directly after the advertising breaks and

intermittently during all VH1 programming.

The on-screen information will include details of existing programming

and new shows, along with viewers’s comments on all types of music.

The UK channel is also putting the strapline ’music first’ underneath

its logo - in the same style as its American sister channel - in order

to strengthen the VH1 brand.

In another development, the documentary show Behind the Music will be

broadcast every night at 10pm. This is the first time programme has been

given an official slot.

’The changes have been designed to draw in audiences around the

schedule, directly after the advertising breaks and throughout the

programmes,’ said Charlotte Jones, head of on-air at MTV.

Jones said she hoped the changes would make VH1 stand out among rival

channels and make it appealing to newcomers to digital TV, who might be

confused by the number of channels on offer.

She explained: ’With large numbers of multi-channel consumers signing

up, we must navigate our audience around our schedules and introduce

them to programmes they didn’t realise existed. As our audience

continues to grow, advertising sales revenue will increase.’


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