Music Channels - MTV Rocks

MTV Rocks is a music channel that plays a 24 hour stream of music videos, available on subscription satellite and digital services. When launched in 1998 named as M2, it was only available in the UK, Republic of Ireland, Scandanavia, France and Spain. Viewers controlled the overall content in terms of the channel identity and playlist. MTV2 Europe primarily focused on alternative indie themed shows and music videos whereas in the US it focused on reality shows and alternative rock and hip-hop. 



In late 2000, MTV Europe introduced the idea of audience choice and a new level of interaction called '360 degree programming' where views could pick an hour's worth of music videos using their website - this would then be broadcasted through the night. The viewer would be emailed the time of the video they selected and the option to forward it to friends. This was one of the first revolutionary Adobe Flash websites. They then later in 20002 introduced on screen presentation as well as graphics with feature show 'Gonzo' being hosted by Radio 1 DJ Zane Lowe. 

In 2007, MTV went under rebranding and then in 2010 MTV Two was renamed as 'MTV Rocks'. Its current programming contains shows such as "The Official UK Rock Chart" and "Biggest! Hottest! Loudest!". 

In the MTV music channel family - MTV has a large number of music channels and each accomidates a certain genre e.g.) MTV Base is mainstream rnb/hip-hop/pop channel. I personally watch MTV Rocks on a regular basis, normally in the kitchen whilst having dinner. I think it is most definitely a positive thing that MTV offers a wide range of channels and also websites so it can target a number of niche markets. I feel that the indie rock market is large but much less superior that the mainstream pop one, so indie rock listeners would appreciate a channel dedicated to the music they love. 


On the MTV Rocks website it is clear that the aim of the channel is to appeal to this indie or alternative rock following as apart from Kerrang or Q there are not particularly any channels much like it in the sense of the genre it presents. For example bands such as Red Hot Chili Peppers and Nirvana fit into this bracket. Even though this is the website, it is associated to the brand of 'MTV Rocks'. It appeals to the followers of MTV Rocks with features of the bands at gigs such as "Foo Fighters Live at Wembley". It simply shows the direction of the channel and what it has to offer in terms of music style.

This (left) relates back to the user generated playlist. It has listed on the website the most popular videos of the week, which will undoubtedly be shown during the week on the satellite/digital channel. The channel not only looks at the most recently popular videos such as the top  40 rock/indie chart but also popular videos from the last 20 years for example. Rock as a genre is timeless in terms of its music. This would differ from the channels such as "MTV Hits" as this would only show new and recent releases. This can benefit me in the sense that, to make my video fit into the channel's nature, I have many tracks to pick from as they do not have to be recent. The videos shown as well are both narratives as well as performances so I have a lot of options to plan my own video to. As a genre as well, I would enjoy it a lot more as opposed to something heavily mainstream which I cannot necessarily relate to in a way.