OTTAWA – CTV has asked the CRTC for permission to broaden the focus of its specialty channel MuchMusic so that it may air more than just music videos.
The network has applied for amendments to the broadcasting licence of the English-language music channel, including a change to the condition relating to its nature of service. The channel wants to air music-related and lifestyle programming for young adults, pledging that “the inclusion of lifestyle programming in its nature of service will better position MuchMusic to adapt to the business realities of audience fragmentation and changing technologies”.
The application also says “that music videos no longer distinguish the service as they are readily available through other sources”, and that “the supply of music videos that the service can access has been greatly reduced in recent years”.
The deadline for interventions or comments is June 25, 2010.
