Universal Music Group, the world's biggest record conglomerate, is trying to start its own uncensored music TV channel to showcase cutting edge acts and help bolster falling music sales.
The Vivendi Universal unit, which releases albums by acts such as 50 Cent and Marilyn Manson, is in talks with satellite group DirecTV.
The channel would feature uncut music videos and original music-flavoured programming.
Backers believe it could fill a void for those seeking "raw" lyrics and images, creating what one called "more of a free-expression place" than traditional TV outlets.
With music available free online and CD sales sinking, record companies have been grasping for new sources of cash and unorthodox means of promoting new acts. At the same time, entrepreneurs inside and outside the record industry have been testing the notion that viewers are ready for new outlets in a music video market that has been dominated for two decades by MTV, owned by Viacom.
Record label executives have long complained that MTV has abandoned its focus on music in favour of "Jackass"-style stunt shows and youth-lifestyle programming. MTV executives counter that such fare draws more viewers than a basic rotation of music videos, and that it still focuses on developing artists on its spin-off channel MTV2.
The Universal-backed channel has yet to secure cable or satellite distribution. If it succeeds, it would be the only big record company with a stake in television in the US. In a nod to the proposed channel's uncensored content, it is called 1 AM, short for the 1st Amendment. Uncut videos and live concerts and complete song lyrics will distinguish it from MTV, which edits language and graphic content. Unlike MTV, 1 AM would be available only as a commercial-free premium channel.
Universal is pitching the channel as a joint venture with the Endeavor talent agency, along with the adult-video entrepreneurs behind Vivid Entertainment Group, and Shady Records, the Universal-financed label run by rap superstar Eminem.
The 1 AM channel is aiming for a July launch.
Sources said Universal was trying to beat to the market a rival group. Called Hype TV, for Hot Young People's Entertainment Television, the competing channel plans to focus on hip-hop music and lifestyle.
- (Financial Times Service)
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