MTV gears up to bolsterTMF channel

摘要

MTV is gearing up to rebrand and bolster its TMF music channel in a bid to improve ratings on the broadcaster's only service on the UK's Freeview digital-terrestrial service. The channel, which launched in 2002, has not been a priority among the MTV suite of channels by the broadcaster's own admission. Heather Jones, senior vice president of content and creative and managing director of music and comedy at MTV UK & Ireland, admitted that the channel has "languished a bit". "It's done a fantastic job generating ratings and commercial impacts just because it's a much softer environment - everybody performs better on Freeview," she said. "But we can't rely on the fact that we put the content on and it will do numbers." The broadcaster is evaluating the existing stock of content and the windowing patterns on the schedule and how this is co-ordinated with the MTV pay-television channels. TMF will also be given its own "character" like other MTV channels and will have its own dedicated channel team for the first time.