MTV Embark On Experimental Digital Music Concept

MTV Networks Europe has moved ahead with its plans to launch an interactive digital music service with the appointment of Peter Good as managing editor of M2. Good moves from MTV Europe where he is currently controller of music programming.

MTV describes the planned digital television channel as an alternative to the more conventional ‘hit-based’ music channels. As part of this service M2 will run a joint music and video policy whereby the selection of the video content will take on more prominence; music channels currently run a ‘music first’ policy.

Good commented: “M2 is going to be much more about taking risks: in terms of artist selection, programming structure, video rotation and repertoire, graphic look and even presenters … There was no point in just replicating an MTV or VH-1 in a digital format. Our plan is to develop a unique, technology driven service which is not available via existing terrestrial, satellite or cable providers.”

M2 will be ready for broadcast in Spring 1998 and has already secured carriage on Canal Digital’s Scandinavian digital satellite service. MTV says the channel will be targeted at viewers according to their attitudes and lifestyle, rather than at an age-specific demographic.

MTV Networks Europe: 0171 478 6615