"The glory days of playing music videos in rotation probably wore off after that first year. If you look anything like you did five years ago, especially if you are targeting a younger demographic, you are in trouble." - Van Toffler, president of MTV Networks Music & Logo Group [from an Adage.com article]
There's a flurry of press coverage as Diddy's much hyped REVOLT music TV channel prepares to launch this upmconing month in over 25 million homes via Time Warner Cable, Comcast and other carriers. The mission is clearly to be the go-to channel for music fans — co-founder Andy Schuon goes as far as to say they want to be to music as ESPN is to sports and CNN is to news.
The question that AdAge.com and Business Insider grapple with in dueling articles is whether Millenials actually want that on TV. In a way, I personally think the time could be right for short-format programming on TV — playing to small attention spans and distracted viewers who give their second screens as much attention as what they're supposedly watching.
The question is where they will turn, especially with VEVO entering the fray via AppleTV, XBox and other connected devices... and if it will involve anything more than a laptop or a tablet...
Read more at AdAge.com and Business Insider...
