MuchMusic tries to crack the MTV stranglehold

The new cable channel will take its direction from its 12-to-24-year-old audience

By David Bauder ~ The Associated Press

NEW YORK -- The people who run the MuchMusic USA cable channel believe they can build a solid business by following the model essentially abandoned by MTV about 15 years ago.

The danger is: An MTV offshoot may have beaten them to the punch.

Seen now in nearly 30 million homes in the United States (out of 107 million with TV), MuchMusic USA is trying to become MTV's first serious competition. It claims to be about music, nothing else, and will take its direction from its 12-to-24-year-old audience.

MTV started two decades ago primarily airing music videos. But its executives quickly learned that fickle viewers would turn away if they saw a video, or an ad, they didn't like. MTV needed other programming to survive.

With cultural phenomena like "Beavis & Butt-Head," "Real World," "Jackass" and "The Osbournes," MTV has not only survived, but thrived. The network is a powerful brand and huge money-maker for its parent company, Viacom (which also owns CBS, UPN and the Paramount movie studio).

But it lost something along the way, said Marc Juris, president of MuchMusic USA.

"They're just not a music network anymore," he said. "They're a lifestyle network, although they don't want to say it."

MuchMusic was a Canadian service, started in 1984, and began simulcasting on some U.S. cable and satellite systems a decade later. The Long Island-based Rainbow Media bought the U.S. network in 2000, and has been replacing the Canadian programming with an all-U.S. feed.

The network airs a heavy dose of videos, concerts and profiles with an interactive twist.

"There's an audience out there of music lovers that isn't being served," Juris said. "So we built the network on what they want and how they want it."

"Oven Fresh" plays new videos, and lets viewers vote on whether or not they join the regular rotation. "Soundtrack to Your Life" interviews viewers about songs that are important to them and "Dedicate Live" allows fans to dedicate songs and e-mails the recipient.

One heavy metal fan, Juliya Chernesky, proved so persistent and sharp in her observations that MuchMusic gave her a show. She was 12 when Guns N' Roses' "Appetite for Destruction" album "changed my life," she said.

Now 20 and a Hunter College student, she chooses the playlist and interviews stars for "Uranium," a show on hard rock.

"I can say that I think this band is really great and they say, 'Go for it,"' Chernesky said. "I don't think there's any other network that allows you to have so much freedom of expression. I state my opinions and don't worry about being politically correct or anything."

If MTV was just MTV, MuchMusic would be a clear alternative. But Viacom also owns MTV2, which has a much sharper focus on music, and a distinct advantage in reach. MTV2 is currently seen in some 47 million homes.

MTV2 was also nimble and savvy enough to air a two-hour documentary on the Clash just hours after receiving word that its former lead singer, Joe Strummer, had died last month.

"We're in more homes and, based on just our mix of live concerts and music videos and special music blocks, we look at ourselves as blazing our own trail," said Tom Calderone, executive vice president of music and talent at the MTV Networks. "We don't really look at MuchMusic. The distribution is not there."

Bob Chiappardi, president of the music marketing firm Concrete Media, said the penetration level prevents MuchMusic from being a major player in the industry at this point.

"No one ever says, 'I just got played on MuchMusic,"' said Chiappardi, who conceded he's working with another company planning a venture into music television.

There's evidence that some artists are interested in MuchMusic: Melissa Etheridge, Wyclef Jean, Alanis Morissette and the Goo Goo Dolls have all made concert appearances for the network.

Juris believes MTV2 is not a priority at Viacom. "Their effort, their energy and their passion goes into MTV," he said. "MTV2 is not the flagship."

Young music fans love the sense of discovery when it comes to music, and don't like to be dictated to, Juris said. They're looking for something other than what Viacom -- which also operates VH1 and VH1 Classic -- has to offer, he said.

"They are the establishment," he said. "We have a much more edgy, raw feel. It's not some company telling you what you like."

While he can't deny that the MTV networks all have the same ownership, Calderone said each channel is separate and distinct with different leadership. "It's not like there's one big conference room where the same people sit down and decide what to do for all of them," he said.

Juris believes his target audience will root for the underdog.

"MTV is a marketing machine, and kids are increasingly perceptive and intuitive about that," he said. "There's also an opportunity in being the other guy. Avis made a big business out of it. People like choice."

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On the Net:

http://www.mmusa.tv

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EDITOR'S NOTE -- David Bauder can be reached at dbauder"at"ap.org