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New C4 shows target music TV audience.
Channel 4 launches bid to fill music programming gap
by Ben Cardew
Channel 4 is attempting to position itself as television's home of new music with the launch in March of its first New Music Month.
The initiative will see a raft of new music shows across Channel 4, E4 and Channel 4 Radio, as well as a number of one-off specials and devoted online activity.
"We have spotted a gap for all music in the market. As the other channels seem to have stepped back out, we have stepped in," says Channel 4 head of music, youth and T4 Jules Oldroyd. "With Top Of The Pops going and no replacement for CD:UK, Channel 4 becomes increasingly important to reach a wide audience."
New music programming for the month includes a fresh run of the 4Music Presents shows, a second series of Transmission with T-Mobile and two new reality series Musicool and Search For A New Pussycat Doll.
The channel will also screen one-off shows The Shockwaves NME Awards 2007 and Corinne Bailey Rae: Live In New York.
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