RESEARCH: CHANNELS

RESEARCH: CHANNELS

What are Music Channels?

Music channels devote their stations to display music videos and music related programs, like Top Charts. These channels are usually on cable or satellite TV and play a significant part in the industry. Music channels are important because they help to promote the video instead of just listening to the music. However, today the opinions about music channels are mixed and varied. Many think that they are unnecessary and that social media and sites like YouTube play a bigger role in the industry, which creates further discussions and debates. On the other hand, a music channel can show different genres and access wider audiences as these stations are accessible to anyone. MTV is one of the most popular music channels, and started the revolution of the music industry and music videos.

Music Channels Today.

There are many different music channels which serve different purpose and attract different audiences. This is because of the large list of genres and the channels try to fit the most selective audiences by providing different channels. In the past there were few channels which were very general and only focused on the popular and mainstream music videos. Today’s diversity allows to attract different audiences and helps the TV industry to develop and keep their appeal.

These are some of the famous Music Channels on today’s TV:

• ·         MTV Rocks- devotes the whole channel to current rock, alternative, metal etc. music videos as well as old school artists. It is targeted at rock fans and appeals to similar tastes.
• ·         Music 4- a channel aimed at youth and teens. Often displays videos for mainstream audiences from popular culture.
• ·         VH1- similarly to Music 4, the channel focuses on celebrities and music from the popular culture, particularly Hip Hop, and addresses a similar audience.
• ·         Stars TV- a channel focusing on the hits from 70’s, 80’s and 90’s. mostly aimed at an older and mature audience.
• ·         Viva- another music channel devoted to current music videos and celebrities, very similar to Music 4. 

The Evolution of Music Channels

Today music channels have changed rapidly and serve many purposes in order to please the audience and remain in the industry. This is because today’s audience have other sources that provide them with music videos and it is more accessible and comfortable for them. Therefore, channels like MTV also air reality shows and series in order to attract their audiences and continue to entertain. Some of the shows include Catfish, Teen Mom, Faking It or Geordie Shore. These try to attract young audiences because otherwise sites like You Tube are beating the music channels as they are accessible anywhere and allow to pick what you want to view.

Music channels also try to attract audiences through sister channels which are variations of the main channel to attract specific audiences. For example, MTV has various sister channels:

·         MTV Dance- plays dance popular club music for people who enjoy partying. Aged 18- 25

·         MTV Live- shows live concerts and award nights or festivals, appeals to the majority of audiences.

·         MTV Rocks- airs rock, punk, metal etc. and appeals to the loyal fans with such music taste. Often mature audiences.

·         MTV Hits- airs the current top charts from the mainstream music and popular culture to appeal to young audiences, aged 13-20

·         MTV Base- plays mostly hip-hop, soul or R&B, which stereotypically appeals to ethnic teens, aged 13-25.

Genres and Music Channels.

Although there is a clear variety and diversity amongst music channels, it is evident that some genres are still underrepresented and neglected by the TV stations.  This could be the fact that some genres have a niche appeal and the station is afraid they will make a financial loss. For example, indie or alternative music are underrepresented because they are mostly hybrid genres which appeal to specific audiences who can be niche. Therefore, the stations feel like they risk making a loss and losing the mainstream audience. Jazz is also an underrepresented genre as it is a sophisticated genre which appeals to mature adults (40+) who are generally a niche audience. In addition, adults are less likely to watch music channels therefore music stations don’t air jazz music. This underrepresentation makes it also hard to breakthrough for up and coming artists as the stations will not air something that is fresh in the industry due to the lack of fan base. Therefore, sites like You Tube have become popular platforms and often outweigh the traditional channels because it meets the audience demands.

Advantages of music channels:

•     Listen to different kinds of music: While watching different music stations you get to explore different genres and possibly broaden your music knowledge. It can also help you find new possible interests and music taste.
•  Promotes artists: Music videos which are displayed on TV help to promote the artists. This is because they feature in the video which can help them gain recognition but also their music can gain more visibility.
•  Help to build a relationship: When a viewer sees an artist in a music video on a TV channel they can create an emotional bond with the artists and possibly become their fans or potential audience once they feel like they enjoy the music and like the artist in general.
•   Fan base: In order to keep a fan base, an artist needs to be present in the audience’s life. They need to feature in music videos or be active in the industry. They can do that through music channels which benefits them.
•   Entertainment: Music channels can simply bring entertainment to the viewer; allowing them to relax and enjoy music on TV which is also important for people who want to relax and spend their free time.
•    They get to sweep: With so many music channels, audiences are allowed to quickly sweep through different stations and see what works for them without any problems which helps with audience comfort.
•   Helps the industry to gain money: By watching music channels, the audience helps the music industry to gain money as we pay for TV licenses etc. thus helping the industry with their income.

Disadvantages of Music Channels:

•          Under representation: It is clear that although there is some diversity amongst music channels many genres are still underrepresented and therefore some audiences may feel left out and neglected.
•          Artist repetition: Most of the channels only air mainstream music which promotes mainstream artists. This can get repetitive as many of these performers have common traits and are similar to each other which can bore the viewer easily and they can lose interest.
•         Popularity: Today music channels are far less popular than before. This is because they get replaced by sites like YouTube which is more flexible and can quickly meet audience demand. 
•          Purpose: Today music videos serve different purposes. Before they were solely used for music videos but now they air sitcoms and series or reality shows which can give conflicting purposes and mixed responses from the audience. 
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Conclusion:

To conclude I think that music channels are still important today as they allow audiences to access music at all times, even for elderly. I recon my music video I likely to be played on MTV Rocks as the channel often plays indie music and has alternative charts too. This would allow the niche audience to gather together and bring appropriate fan base to my music. I would be able to appeal to the right viewers as the channel brings fans of indie, rock and alternative music and possibly gain more fans which would benefit my campaign.