New MTV Channels Announced

As reported on Newsline yesterday, MTV Networks Europe is set to launch two new music television channels for the UK called MTV in the UK and M2: Music Television.

MTV in the UK will be a dedicated music and youth entertainment channel targeted at 16-34 year olds in the UK and will replace MTV Europe’s existing Northern service. It will feature “well-known” British personalities, new show-formats and a raft of new programmes. It will remain however music-based, featuring lifestyle, news and entertainment programming.

M2: Music Television is a new “freeform” music format which will broadcast live to the UK from the US in American Eastern Standard Time. It was first launched in the US by MTV in August last year. Its playlist is made up of the broadest group of artists and genres of music available, containing more than 100 music videos in its weekly playlist with more “unpredictable and adventurous” videos programmed next to each other according to similar styles and thematic links. It will not carry advertising, with funding coming from subscription revenues.

M2 will launch in the next two months and MTV in the UK is aiming for a summer launch.

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