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MTV set to launch 24-hour music channel
[Mon 15/02/2010 11:33:06]
Press release from MTV
MTV Networks Australia is to launch MTV Classic, a 24-hour music television channel designed specifically to showcase classic contemporary music and artists.
Aimed at 25-40 year old Australian music lovers, MTV Classic will complement MTV’s flagship music channel, MTV Australia, with a music and music-inspired entertainment format centered on artists, music genres and programming from the 80s to the 00s. The news was announced today by Dave Sibley, MD, MTV Networks Australia & New Zealand and Rebecca Batties, GM, Music Brands, MTV Networks Australia & New Zealand.
MTV Classic will showcase the artists and hits that have been part of the music landscape since the network’s inception in 1981.
Home to back catalogue and current hits of international artists such as Madonna, Red Hot Chili Peppers, Michael Jackson and Prince, alongside iconic Australian acts from the same period including INXS, Powderfinger and Silverchair, MTV Classic will also broadcast acclaimed MTV music-inspired series including MTV Unplugged, Behind the Music, Storytellers and The Osbournes and early artist footage from the MTV archives.
MTV Classic will go live on Saturday 1 May 2010 and will replace VH1 on channel 810 in the Music & Radio section of the Electronic Program Guide.
To celebrate the launch of MTV Classic, MTV will be staging a one-off live music event featuring classic Australian and international acts that have influenced today’s music culture. The event, which will this year be staged in place of the network’s traditional Awards format, will showcase artists and bands that 25-40 year old Australians have grown up with and will premiere on MTV Classic in May.
Commented Dave Sibley, MD, MTV Networks Australia & New Zealand: “MTV Networks Australia has a tremendous array of content in the music, kids and comedy arenas. We are delighted to be able to launch MTV Classic as part of subscription TVs irresistible line-up. And this is just the start of what will be a very big year for us.”
Added Rebecca Batties, GM, Music Brands, MTV Networks Australia & New Zealand: “Nobody can deny the impact that major artists from the 80s through to the 00s continue to have on music and MTV Classic will provide fans with access to the tracks and artists that have become the soundtrack to their lives. This is an exciting year for MTV that will not only see the launch of a new music channel but also a brand new live music event that celebrates iconic artists and their enduring influence on the current music scene – in an MTV way.”
MTV Classic can be seen from Saturday 1 May via Foxtel, Austar and Optus.
