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How do audiences consume music channels?

Music channels can be consumed on one of two levels: focused or ambient. Focused viewing is largely attributed to recent videos, favourite artists or to see a specific programme. The audience will pay a large amount of attention to the screen during focused viewing. Ambient viewing takes place when music is on in the background and will be non-stop music. This allows the audience to concentrate on other activities but have music videos playing at the same time.





Why are they commercially viable with such small audience shares?

Music channels are commercially viable as they can attract viewers at any time during the day as they provide a constant supply of music videos with no difference between what is shown at 4am to 4pm. This is completely different to a channel such as BBC which will have high audience figures at around 9pm but very low in the early hours of the morning. Young people spend more time watching music TV than any other channel genre so products for this age demographic will want their adverts to appear on these channels. Emap Advertising pitched an idea to Creative to allow them to advertise their product on 13 music channels and to appeal to the audience promotions and prizes were available to win. A viewer switching between channels would repeatedly encounter the Zen micro activity on the next channel. Each prize was specific to each channel and therefore different tastes in music.