Music Channels

MTV

The MTV's target audience is the youth aged from 12-24 years. MTV is a cable and satellite television channel that broadcasts popular music and promotional music videos. It was launched in 1981. . Young adults 12-34 name MTV as the most recognized network. MTV is the best way to connect with 12-34’s who are 91 million strong and growing, and represent 33% of the U.S. population. They look to MTV to find out about their world in their language, from their point of view. MTV plays up and coming popular music that features music stars of recent weeks. As the target audience is young and current, the music channel needs to play music that will be recognized by their audience. As young people nowadays have the ability to access new songs before their release date allowing them to have knowledge before the rest of the world. Therefore MTV needs to keep up to date with what they show in order to keep their audience interested and not allowing them look elsewhere for their music video fix.

Rhianna is featured on MTV on a regular basis, as she is very hip and modern. Rhianna is controversial which is interesting for a young audience; she is always pushing boundaries, which also excites an audience. Rhianna also wears shocking clothing and sometimes very little which sexualizes her, making her someone that girls admire and boys fancy.

Lady GAGA is also an artist that is frequently shown on MTV due to her eccentric personality and character. She also pushes the boundaries and receives very mixed reviews from audiences. Lady GAGA feels that any publicity and attention is good and that she is promoting herself by doing this.

Adele is also shown on MTV frequently because her songs allow escapism as they are very emotional and allow an audience to relate to the situation in which she is singing about. Her lyrics are very meaningful and describe situations that many young people find themselves in; also it makes a change from upbeat songs and gives the audience a more laidback viewing. MTV is branded and promoted by its sister channels of MTV base, MTV dance. These channels allow MTV to show all kinds of music videos therefore allowing them to be seen by a wider audience. The logo was seen on the JACKASS film therefore everyone who went to watch the film would have seen the logo. Throughout MTV’s early days the channel’s main logo it was a large and yellow ‘M’ with red letters but unlike other network logo’s, MTV’s logo was constantly changing as it adapted and morphed with different, colours, patterns and images. The bold colours would catch an audience’s eye especially a young audience as it connotes fun and happiness. The big ‘M’ shows a bulky and confident logo which gives the impression that MTV have a lot to offer as a music channel.

VH1

The target audience for VH1VH-1's aim was to focus on the lighter, softer side of popular music including such musicians as Olivia Newton- John, Kenny Rogers, Carly Simon, Tina Turner, Elton John, Billy Joel, Eric Clapton, Sting, Donna Summer, Rod Stewart, Kenny G, and Anita Baker, in hopes of appealing to people aged 18 to 35, and possibly older. Also frequently featured in the networks early years were "videos" for Motown and other 1960s oldies consisting of newsreel and concert footage. It was introduced on January 1, 1985 with the video performance of  "The Star-Spangled banner"by Marvin Gaye. From the start, Video Hits One was branded as an urban version of its sister/parent channel. It played more jazz and R&B artists than MTV and had a higher rotation of urban-contemporary performers. The logo for VH1 appeals to the target audience as it very bold and colourful. The bright colours of yellow and pink connote a fun and happy atmosphere that will entice an audience when they are feeling dull on a day where the weather is dull.  The cube shape looks like a video game that is also fun. The logo shows the kind of expressive and up to date artists that they have on their music channel. Artists such as John Mayer, The Roots, Macklemore, Robin Thicke. These artists make chilled music with an exciting edge that will suit the expectations of the target audience of 18-35. However they do include artists such as Justin Timberlake and Neyo to show that they still associate themselves with current and famous musicians. The music channel is aimed to be watched by adults therefore they may have it on in the background when cleaning or socializing therefore their needs to be a chilled and happy ambience.

BOX TELEVISION

Vincent Monsey and Liz Laskowski launched the Box Channel in the UK in 1992. Then in 1996 Emap bought The Box and increased its distribution across the whole of the UK.

Box's sucess was so strong that Emap wanted to expand the offering and so launched five new channels that mirrored Emap's music magazine and radio brands.  Kiss and Q were set up in 2000, and Kerrang!, Smash Hits and Magic were established in 2001 - all available on Sky and Virgin.

One year later The Hits launched on Freeview and Sky and Cable by 2005 it was the UK’s most watched music TV channel – outstripping MTV. In 2007 Channel 4, keen to strengthen its music TV output and recognising the significance to its key audience, bought 50% of Box TV.  In 2007 Emap sold its 50% share of Box Television (along with its radio and magazine business) to Bauer Media, now Box Television is a 50:50 joint venture between Channel 4 and Bauer Media. 

The BOX plays fresh and upcoming music that will be well known by everyone. Their target audience is aimed towards teenagers and young adults. This is because their music is current.

Kiss is known mainly as a radio station, which plays Hip-hop, dance, house, garage and R&B but is also a music channel which follows the conventions of the station in regards to genres promoted. Kiss has sister stations including: Kerrang Radio, The Hits, Heat, Smash Hits and Planet Rock all of which are well established. This station appeals to a large target audience of around 10-20+ Although manly aimed at teenagers and young adults kiss targets adults and their trust to therefore allow their children to listen to the station for example on the way to school in the car. Therefore, Kiss has a large number of audience members. This is useful when wanting to be the biggest radio station and music channel. They play many current artists such as Drake, Katy Perry and Jessie J. Their logo is a light blue which connotes a chilled and laidback atmosphere therefore this is aimed towards an audience who will enjoy to listen to this station to make them feel good about their day.

Kerrang is popular amongst people aged who enjoy music of the rock genre. The channel promotes many unknown Rock artists in addition to Rock classics. Kerrang plays old and modern rock from bands such as Metalica to My Chemical Romance. It has an aim to promote new rock artists and therefore create more listeners of less recognised bands. The logo for Kerrang appeals to their target audience as it is in the design of a typical heavy metal with the black background, a colour often associated with rock music due to the bands clothing.The capital letter suggest the music is loud and bold therefore it will not be background music and therefore for people who enjoy powerful music. Kerrang also have a magazine that will be aimed towards an audience who currently enjoy the music channel because it will feature news on bands that fall under the rock genre, interviews and upcoming music.

Why do you think MTV is broken down into different channels (base, hits, dance, rocks and classic?

By MTV having various channels consisting of diverse genres including base, hits, dance, rocks and classic it widens their audience and caters for each individuals music taste. This is why there are hundreds of various channels, in aim to please and serve the audience to therefore increase views/listeners, which in turn makes the artist more appealing and profitable. There are many different channels which include different music for everyone's style therefore there is something for everyone. Furthermore music channels are generally where most people first see music videos therefore if the channel shows all different kinds of music videos then a wider audience is more likely.