Research: Channels

A music video channel is mostly used to attract the wider audience who do not always engage in the radio channels. It also gives option to the public whether they prefer to use to the TV or radio. This is also used as synergy due to using different media platforms to promote the music for e.g. the station Capital FM has it's own music channel also which suggests the synergy used. Music channels are becoming increasingly popular and have increased for this reason. People are wanting to actually watch the different music video's and want to play it on their TV's when they are home, not just radio, with different channels for different genres where it will be more concentrated for the audience. Therefore, the music channels have increased for this reason.

Some music channels are: 

• Smash hits
• 4music
• Bliss
• Viva
• Vintage TV 
• Kiss
• Capital
• Kerrang
• VH1 
• Flavour 
• MTV 
• Magic 

In class case study: 

MTV has many different sister channels in order to give more of an option to the audience. This is because just one channel isn't enough anymore to satisfy a whole audience and also people do not want to just watch music videos all day. MTV very rarely shows music videos because of this and instead promotes TV programmes such as Catfish, Teen Mom, Ex on the beach, and Geordie Shore. These shows are relied on to keep the audience entertained as music videos do not do this any more.

Therefore, MTV's sister channels are used for the different audiences belonging to different genres which are:

MTV ROCKS:

Which only displays rock music videos.

Usually aimed at 16-25 white males.

MTV HITS: 

Which only displays pop music videos.

Usually aimed at the extremely young audience from 5-20 as artists such as Taylor Swift and One Direction are shown.

MTV BASE: 

Which only displays urban music videos. 

Usually aimed at 16-25 year olds from ethnic backgrounds as artists such as Beyoncé and Chris Brown are shown.

MTV DANCE: 

Which only displays club music videos. 

This is usually aimed at 18-25 year olds due to the fact that this is the age gap of people who attend clubs and are still actively going out. 

MTV LIVE: 

Which only displays live concerts for the public. This could be for any genre of music however is probably focuses on the mainstream popular culture.


Underrepresentation:

Niche genres such as Alternative RnB/Hip Hop, Jazz, and Grime may become underrepresented due to the smaller audiences they have which may not be enough for them to gain a music channel. Also, genres that may be offensive to audiences may not be able to go on TV before the watershed time meaning they may be underrepresented.

Advantages of music videos:

• More money for the artist 
• Gathering a wider audience 
• Promotes artist 
• Gives a choice for the audience 
• More music entertainment 

Disadvantages of music videos: 

• Decreasing popularity 
• Less videos on music video channels instead more TV shows
• Underrepresentation of niche genres of music, they don't get a music channel
• Sometimes can be extremely expensive for artists who aren't as popular 

Overall, I would most probably categorise my music video into MTV BASE as I will be focusing my music video for the audiences between the ages of 16-25 who listen to urban music. This is because I am planning on using a Hip-Hop/Rap genre which is what MTV BASE are focused on.