Sky Prepares To Launch New Digital Music Channels
BSkyB is preparing to launch three new digital music channels into the increasingly crowded marketplace.
The new channels, Flaunt, The Amp and Scuzz, follow new launches from Emap (see Emap Extends New Music Channel) and the increasing prevalence of specialised digital music channels such as Classic FM TV (see Classic FM Launches Round The Clock Music Channel).
According to Sky, as well as having their own dedicated website and individual enhanced TV applications, the new channels will provide extensive platforms for interactive advertising.
Lester Mordue, head of music television at Sky, commented: “Sky is entering the music category with the same passion it has for sport and other entertainment. Our channels will be highly interactive with a unique mix of music, lifestyle and entertainment that reflects their audience.”
The new music channels are intended to cater for highly specialised musical tastes: Flaunt will feature mainstream chart music, fashion and gossip aimed at girls aged between 13 and 16. Scuzz aims to become “the natural viewing home for disruptive rock fans” and will target a core audience of 15 to 19 year old males. Amp will be aimed primarily at slightly older men and will feature mainstream acts such as the White Stripes and Oasis.
The influx of new music channels has not toppled the strength of the MTV music brand, which has met the launch of more specialised channels with the creation its own targeted channels such as MTV Base.
Compared to mainstream terrestrial channels such as ITV1, music channels command a relatively tiny share of viewing. However, they remain an attractive growth area because of their ability to offer advertisers a highly targeted an often youthful audience.
Marketers have been quick to translate changing musical trends into lucrative marketing and advertising opportunities. Research from the Webb partnership attributed the success of singer Avril Lavange to the emergence of new “Sk8ters” teen sub-brand (see Marketers To Target New Teen Sub-Brands).
BSkyB: 0207 705 3000 www.sky.com
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