Digital channels getting ready to launch next year. They all want to send more than one feed. The first ones out have a better chance at fitting on a 200 channel cable system...............................
mediacentral.com
MTV, Lifetime Lining Up for Digital TV Parade
(Cable World) MTV Networks and Lifetime Entertainment Services announced last week they will launch digital programming networks next year, but their chances of winning widespread carriage will hinge on how quickly cable operators roll out digital set-top boxes.
Viacom Inc.'s MTV Networks will launch seven musical digital programming services under the "The Suite from MTV and VH1" banner next summer.
Lifetime will debut Lifetime Movie Network, a 24-hour service that will feature films and mini-series from parent Lifetime Television network, for analog and digital tiers in September.
On the MTV side, The Suite will comprise: M2, the free-form music channel launched last summer that's now in 9 million homes, principally via DBS; MTV Ritmo, a Latino-flavored rhythmic network that will feature dance/pop, tejano, Cuban and ranchera music. MTV Indie, which will spotlight rap, techno and college music gleaned from independent labels.
MTV Rocks, featuring heavy metal, hard and active rock. M2, the flagship service of The Suite, also will continue to pursue analog distribution.
The VH1 entries cut across several genres: VH1 Soul will offer tunes from the biggest names in soul and R&B, while VH1 Country will feature artists defining today's new country music, according to VH1 executives. VH1 Smooth will feature a mix of jazz, New Age and adult contemporary.
"We announced our plans to develop three separate feeds for MTV back in 1991," Tom Freston, MTV Networks chairman/CEO, said last week. "It was a good idea then. It's a better idea now because the digital marketplace is really beginning to materialize.
Freston cited Paul Kagan Associates Inc. estimates that digital will be in 2.5 million homes by the end of 1998 and 8 million by the close of 2000. Freston also noted that satellite distribution is expected to hit 9 million U.S. homes at the end of next year.
"We think we can greatly enhance our viewership in the new mega-channel universe," he said. "That's the idea. Many of those who will get The Suite don't necessarily watch a lot of MTV or VH1 now."
Freston declined to discuss launch costs, but some industry observers pegged them last week in the $10-million range.
Lifetime Movie Network, one of four new digital networks planned by Disney/ABC Cable Networks, will feature repackaged, made-for-TV movies and mini-series from its parent Lifetime Television.
The new 24-hour women's movie service will round out the schedule at least for the first year with theatrical films and other acquisitions.
Doug McCormick, the president/CEO of Lifetime Entertainment Services, said Lifetime is taking the movies and mini-series route because those productions now draw the most viewers on the parent network.
On the average, Lifetime's made-for-TV originals generate ratings more than 50% higher than the network's overall schedule, according to executives.
Lifetime executives first eyed a July 1998 launch for their new service. But McCormick said that date was pushed back to September after a review of several cable operators' digital rollout plans. (Mike Reynolds and Alan Breznick) |
