Music Channels Questions

How do audiences consume music channels?

Audiences consume music channels casually and with a commitment. Casually means that the audience will just flick through the channels and trying to find something that interests them. However commitment based viewing is when the audience knows what is on and watches the program based on that.
An active, or focused, viewing of music channels attracts the attentive audience, ones who pay attention to the music channels often with deeper relationships. A passive, or ambient viewing, consists mainly of background and communal viewing. There is a mass appeal from this as there are often continuous streams of music, played as a radio on the TV.
In a survey conducted by “Emap”, 90% of 16-34 year olds watch music channels because they have nothing else to do. 75% of the focused viewing accounts for people watching because of new video releases. However 82% of the ambient viewers, watch the music video’s in the background.

Why are they commercially viable with such a small audience share?

Although the audience share of music channels is fairly small, what makes them commercially viable is the impact they have on the advertisement agencies. As these music channels are often narrowcast media texts, they know what their audience is and therefore they can tell exactly what audience the advertisements can target. An example of this is the “Creative Zen”. “Emap” allowed the “Creative Zen” to own the majority of the 22 music channels, at the most relevant times of the day for their audience. The different music channels of different genres have different advertisements attracting different audiences. 76% of the core target audience was reached in the 6 week sponsorship period. 46,991 entries in a “Lucazade” promotion were received which is staggering as the average response is around 1,500.