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.’