MTV UK is launching a new channel for the 16 to 34 year-old demographic.
MTV OMG (obsessed with music & gossip) will feature current hits and celebrity gossip. It will launch on March 1 and be available as a pay channel on Sky and Virgin Media.
Kelly Bradshaw, VP, Brand Lead, MTV UK commented: “We’re really excited to be launching MTV OMG as the latest instalment to our booming MTV music pack. The channel will be a great complement to the rest of our portfolio, bringing audiences all the latest pop culture moments, music and gossip from the world of entertainment.”
It also spells an end to the Viva name in the UK as MTV concentrates on its core brand.
Between them the channels in the MTV Music Pack; MTV Music, MTV Base, MTV Hits, MTV Dance, MTV Rocks, MTV Classic, VH1 UK and MTV Music +1 have a 37 per cent share of the Music TV market and reached 19% of 16-34s each month.
