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Media
MTV moves up Sky’s EPG, launches new channel
By CMU Editorial | Published on Wednesday 19 January 2011
So, here’s a snappy opening line to a press release. And I quote: “MTV Networks UK and Ireland, a division of MTV Networks International (MTVNI), owned by Viacom Inc (NYSE: VIA, VIA.B) and BSkyB (Sky), today announced plans for MTV and Comedy Central to move up the Sky EPG (Electronic Programme Guide)”. Got that? Good.
Basically, Sky is shaking up the electronic programme guide on its satellite TV network, and among the shifts that will occur in channel order the main MTV station will move up the stack, appearing in amongst the general entertainment channels at 126 rather than sitting with the other music channels down in the mid-three hundreds. The move presumably recognises the fact the main MTV channel has had as much “general entertainment” programming as music shows for a long time now.
Of course, MTV has had a channel in the general entertainment section of the Sky EPG for a while now, albeit further down at 160. That particular MTV service – MTV Shows, and originally MTV-R – is being axed in favour of a new music-based MTV channel to be called MTV Music (yes, that’s Music Television Music), which will sit back with the other MTV outlets in the music strand.
As you’ll also see from that snappy press release line above, Comedy Central, another channel operated by the MTV Networks business – a JV with Sky in the UK – will also rise up the EPG stack to channel 112. It currently occupies channel 126, the slot being give to the main MTV service.
Confirming all this, David Lynn, MD of MTV Networks UK & Ireland, told CMU: “These EPG moves are a great coup for MTV Networks UK. Not only do they reinforce the strength of the MTV Network brands in the UK in helping increase value for Sky customers, they also demonstrate the value of the brands in helping differentiate pay TV. MTV’s programming has made such a massive impact amongst 16-34 year-old audiences worldwide, that being able to showcase that content to millions of Sky homes in a more high profile channel location is really exciting”.
On the new MTV Music service, he added: “This increases our freedom and flexibility to demonstrate our passion for and commitment to music in the UK. MTV Music is a channel dedicated to highlighting the best music out there across all genres and styles. It will provide a gateway into Sky’s music genre that will drive even more value into the Sky subscription. We’ll also continue to break new artists and develop new talent alongside sharing some of the greatest live performances ever and the ultimate access to talent that only MTV can bring”.
