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Schoonmaker: challenging MTV |
MTV has launched another new channel on the SkyDigital platform. MTV Dance expands MTV Networks International's offering to seven music channels in the UK across a variety of digital platforms. MTV Dance joins MTV, MTV2, MTV Extra, MTV Base, VH1 and VH1 Classic as the latest addition to its UK offering. It will feature club-based programming from popular dance acts such as Fatboy Slim and Basement Jaxx. The decision to launch the channel was taken after research commissioned by MTV showed that 47% of 16 to 34-year-olds cited dance as their favourite type of music and the success of a recently launched dance strand on MTV Extra.
The channel will be home to the weekly MTV Dancefloor Chart.
Meanwhile, MTV Networks is also set to rebrand MTV Extra as MTV Hits, with a more populist play list centred around current chart hits.
Michiel Bakker, managing director of MTV Networks UK & Ireland, said: "The launch of MTV Dance is a prime example of how tuned in MTV is with what its audience wants."
MTV is facing increased competition from Emap Performance TV in the UK, which recently announced plans to launch Smash Hits TV and Magic TV to complement Q TV, The Box and Kiss TV. Emap Performance chief executive Tim Schoonmaker has vowed to capture 50% of all music video channel viewers by the end of the year.
Separately, MTVUK has announced that it is to launch its second interactive show following the success of Videoclash. Daily Chart Live will be compiled from web andSMSvotes, with viewers able to vote up until the end of the hour-long show.
The infrastructure for the programme was developed by interactive specialists PoulterNet.
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