Contrary to popular belief, there is more music videos on TV than ever before. MTV has multiple 24/7 channels that primarily play music videos — MTV Hits, MTV Jams, MTVU — Fuse is almost exclusively a music channel, plus there's AXS TV and Palladia which each focus on live concerts, other music channels like Vh1 Soul and Centric, not to mention the legacy channels like MTV, BET Vh1 which each maintain a presence for music and music videos...
So, where does REVOLT TV fit in? And, do Millenials want their music on TV? Do they even want TV at all?
Both questions will start to be answered at 8p ET (5p PT) today when REVOLT TV begins broadcasting nationwide via Time Warner Cable and Comcast. And you can also catch it online at http://live.revolt.tv/
One thing that REVOLT TV immediately provides is energy and attention— thanks in large part to CEO Sean "Diddy" Combs, who might be the greatest salesman of his generation and has had massive success with his record label, clothing brand and liquor company.
In terms of fitting in, it's important to realize that REVOLT TV is not a hip-hop channel. Look for all rock, alternative and other formats to share screen time. For example, Diddy may have hit NYC's rap powerhouse station Hot 97 this morning, but he spent last week introducing and interviewing Deerhunter at CMJ.
And the thing I recommend you pay attention to in the launch is whether Diddy's venture can live up to the hype about this being the first channel launched in the social media age.
For example, let's look at Breaking Bad's finale. Nearly 10 million tweets. Everyone you knew was talking about it. Tons of press. A legitimate TV and pop cultural moment. But, it wasn't even in the Top 20 for that week. It didn't hold a candle to The Big Bang and NCIS, in terms of viewership. Or, look at online music. Pitchfork controls the conversation, but the buying public is still tethered to pop radio.
It's the rare event that dominates both in terms of the ratings and social activity — see MTV VMAs, Cyrus, twerking — but if REVOLT TV can get that social conversation going on a regular basis, while also getting viewers for music related programming, then it could be a gamechanger, and something that could usher in additional opportunities for music on TV across the board...
But the big question is whether the new generation of viewers have totally abandoned linear TV in favor of watching what they want when they want, and opting for the more participatory nature of the Internet over leanback viewing.
