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4Music doing well it seems

By | Published on Wednesday 1 April 2009

4music, the music telly channel owned by Channel 4 and Bauer Media, properly launched last summer in place of The Hits, has already captured 20% of all UK music telly viewing among 16-34 year olds, or so they said yesterday. They also claim that viewing figures show 4music is the 25th most watched channel in the UK, and the 12th most watched in Freeview households.

Commenting on channel’s achievements and ambitions, Channel 4 music man Neil McCallum told reporters this week: “Our stated aim internally is that we want to be in the Top 10 digital channels. When we think about competition, it’s nothing to do with MTV2 or MTV Base or Amp, Flaunt or other music channels. We’re talking about ITV2, BBC 3, Sky One, Living and Dave”.

Commenting on how 4music compared to MTV’s flagship channel MTV One, McCallum added: “Our channel is very much about music: it’s 90% music skewed, compared to MTV One which is less than 5%”.

The lack of music on MTV One has been a criticism thrown at the iconic music telly network for a while now, of course. Presumably responding to that criticism, MTV have just announced that its overnight and breakfast slot – so 3am to 9am – will return to the back to back music video format of old, with tunes mixed in with interviews, music news and live performances.



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