MTV Europe is preparing a package of channels for the UK market
that will result in the demise of the current pan-European MTV
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
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
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
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
M2, which was launched in the US last summer, will not carry
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.