The Insider: MusFlash TV.

The business plan behind MusFlash, a new TV station which launched in March on Sky's free-to-air platform, is both simple and ingenious.

"75% of CDs bought are by the 20- to 60-year old demographic," says MusFlash chairman and managing director Barry Evans. "The idea was, where is the TV channel for the market that buys the product?"

"Adults don't have the time to channel surf," adds Evans, whose near-30 years of music industry experience includes holding executive positions at EMI and Phonogram and working with companies such as Zomba. "They want to sit down for half an hour and be brought up to date with what is happening in the music industry," he says.

The result is a channel that Evans likens to "Sky News meets the music industry": a rolling schedule that features eight half-hour, genre- specific music infotainment shows focusing on rock, pop, urban, dance, jazz, world, roots and classical music, with a further two slots devoted to music and film DVD. These will all be updated weekly.

The shows will not feature on-screen presenters, which Evans says would slow down the show, but he promises high-end graphics that will be "the best of any television music channel".

Additionally, MusFlash will dedicate eight hours of airtime a night, between 11pm and 7am, to new music, with unsigned and newly-signed acts playing half-hour showcase sets.

"This will give them half an hour to showcase their talents," Evans explains. "We have ...