Those who have always wanted to voice their opinion on the music videos showcased on music channels will now have the chance to do so.
Rainbow Media’s MuchMusic USA will launch a new 90-minute primetime interactive music video block on their cable channel, where viewers can be judges on which videos get played and even become a veejay themselves.
The cable network, which reaches 14 million digital cable and satellite subscribers in the U.S., will launch their integrated programming on June 25. The three half-hour music video shows will run weekdays from 6:30-8 p.m. ET.
MuchMusic USA will put the power back in the hands of people by giving their viewers the opportunity to voice their opinions on music videos, influence what’s on the air, participate in discovering new music, and even create music video programming to air on the network.
“The ideas for the new shows were developed in-house, using a variety of tools and creativity,” said Norm Schoenfeld, vice president of programming for MuchMusic USA. “It’s something we felt we needed to do. We opened the door to something we thought was new and exciting,” he said.
Through their online participation, the audience will have an enhanced entertainment experience and drive what is shown on the network, marking a new chapter in interactive content for television.
“These new shows support the company’s directive of providing music television powered by the viewer, not the company,” Schoenfeld added.
With 74 percent of their audience ranging from 12-to-34-year-olds, the network hopes to use the Internet as a method to connect music fans to the artists they love.
“MuchMusic USA is bringing a new sense of community and peer-to-peer exchange to television by incorporating our audience into the fabric of the network, making our audience a central part of the brand,” said Nora Ryan, acting general manager for MuchMusic USA and SVP of business strategy for Rainbow Media.
In contrary to other music channels, MuchMusic USA has always let the viewer have a say as to what they wanted to watch on television, while fellow networks have often been accused of “feeding” their audiences material they don’t usually enjoy or would like to see.
A large disenfranchised viewership follows MuchMusic for its alternative programming. The interactive element is another milestone for this network that is still trying to define itself.
“I hope our viewers will see us as a uniquely different channel,” Schoenfeld said.
MuchMusic’s daily primetime strip consists of:
“Tastemaker”: a half-hour show hosted by the viewers at 6:30 p.m. Users can make a video of themselves offering their opinions about music and upload it on the Web site. In a Survivor-esque way, viewers can vote on which tastemakers stay in or out of the show.
Oven Fresh: viewers vote for newly released videos that they want to see join MuchMusic’s regular on-air rotation; airs at 7 p.m.
“Mixtape Masterpiece”: online viewers have the chance to create a mix of music videos based on a theme or idea by uploading a video explaining their selection. The show airs at 7:30 p.m.
“Random Intelligence”: viewers work as network correspondents, reporting about the music on their local scene. The news will be uploaded online and edited for the 8 p.m Friday show.
For more music news, visit music.hollywood.com.
