Blighty commercial pubcaster Channel 4 and U.K. media group Emap are preparing to launch a joint venture channel on Freeview, the British digital terrestrial platform.
The broadcaster already runs spinoff webs E4, More4 and Film4 on Freeview, but it is an open secret that CEO Andy Duncan is keen to beef up C4’s presence as a channel provider still further.
Emap, which specializes in magazines and radio, already runs several TV music stations in the U.K.
However, an alliance with an experienced and successful broadcaster like C4 would help the group raise its game in an increasingly competitive arena as new-media outlets and platforms attempt to increase their grip on the core youth music aud.
For C4 beefing up its music presence would likely further enhance an already strong standing with the 16-34 demographic.
C4 said: “Channel 4 already broadcasts more music programming than any other terrestrial broadcaster, and we are actively developing a cross-music strategy to maintain and build our relevance to young audiences in a digital world.
“In doing this we are in constant dialogue with a number of potential partners in the music industry including record labels, radio companies, music publishers and other digital music providers.”