VH1 revamp adds films to its schedule

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VH1 is to start broadcasting movies next week, as part of a radical revamp of the music channel in response to the impending launch of Sky’s three new music channels launches from Sky in the coming weeks.

Parent company Viacom revealed this week that VH1 would be broadening its programming strategy to take in other areas of popular culture that will include feature films, events and celebrity content.

Grease, Footloose, In Bed With Madonna, Flashdance and Saturday Night Fever will be among the first films to be shown on VH1.

This is first music channel in the UK to go down such a road, with VH1 showing at least one film a week during evenings and weekends.

The move by Viacom to revamp one of its flagship channels coincides with the launch of Sky’s three new music properties – Amp, Scuzz and Flaunt – that are expected to go live on Sky Digital in the near future.

These new channels bring the number of music channels available on Sky Digital to around 25 and broadcasters are striving to find new formats and content to keep audiences glued as consumer choice mushrooms.

VH1 general manager Sally Habbershaw said: “We want to become commentators on popular culture, not just music.

“By broadening our appeal, we hope to continue to build our ratings.

“There is a huge appetite for celebrities, so we’re responding by expanding our remit with shows that give viewers access to the biggest names in the business.”

Viacom also owns the MTV and The Music Factory music channel brands.
 
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