BSkyB unveils new music channel brands



BSkyB has released details of three new music television channels scheduled to launch on Sky Digital in April.

Sky claims the three channels will feature more extensive interactive opportunities than any existing music channel and will reflect the lives of their target audiences with a distinctive mix of music and lifestyle programming. Each channel will have its own dedicated website and individual enhanced TV application, giving viewers the chance to vote for their favourite artists' videos, catch up on the latest music news and take part in exclusive competitions.

Lester Mordue, BSkyB's Head of Music Television, said: "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."

Flaunt, the first channel, will feature a mix of chart music, fashion, celebrities and gossip aimed at a core audience of streetwise, fashion conscious girls aged 13-16. Featured artists will include Justin Timberlake, Pink, Ms Dynamite, J-Lo and Kelly Rowland.

Scuzz, described by Sky as “the natural viewing home for disruptive rock fans”, will target a core audience of 15-19 year old men with a playlist to include Queens of the Stone Age, Foo Fighters, Good Charlotte and AFI.

Finally The Amp is described as the channel for discerning fans of authentic, unmanufactured music. It will appeal to a core demographic of men aged 25-29 with music from artists such as White Stripes, Oasis, Doves, Coldplay and Massive Attack.