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BSkyB confirms three music channels

In the UK, pay-TV broadcaster BSkyB is set to go head-to-head with MTV and publisher-broadcaster Emap when it adds three new music television channels to its bouquet in April.

The three news channels – Flaunt, The Amp and Scuzz – will feature a mixture of music and lifestyle programming. All three will have high interactive content, offering viewers the chance to vote for favourite videos and take part in competitions.

Flaunt's schedule will contain chart music (Justin Timberlake, Pink, Ms Dynamite, J-Lo and Kelly Rowland), fashion, celebrities and gossip for a female audience girls aged 13-16.

Meanwhile, Scuzz will target a similar audience to MTV2 with a diet of Queens of the Stone Age and Foo Fighters. The Amp has set its sights on an older audience, hoping to catch a male 25-29 demographic with a playlist containing White Stripes, Oasis, Doves, Coldplay and Massive Attack.

The plans to rival MTV were sparked in November by the appointment of Lester Mordue as head of music television for BSkyB. Mordue previously worked at at MTV Networks Europe for 12 years, launching The Music Factory channel and most recently working as VH1's head of programming.

BSkyB's move into music television is just the latest round of expansion in this sector of the UK market. Last October, new digital terrestrial platform Freeview included The Hits and Performance music channels from Emap and MTV's Music Factory in its initial line-up.

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