UPDATED / NOW Music is set to launch a new music channel featuring hits from the 1990s and 2000s as it seeks to take advantage by a gap left by the closure of channels including The Box after this weekend.
- NOW 90s and 00s due to launch on Sky and Virgin Media in July.
- Test transmissions ahead of launch
- Growth of music channels catering for older audiences who grew up with music television.
Test transmissions are about to commence for a new music channel from NOW Music, who already operate a number of channels on Sky and Virgin Media.
NOW already broadcasts themed music channels covering 1970s and 80s music on both platforms. It also offers a rock music channel – NOW Rock – which replaced NOW’s original 1990s music channel in 2022.
Sky has confirmed NOW 90s and 00s will launch on its satellite service on channel 357. It’s also expected to appear on Virgin Media.
With the impending launch, NOW will try to exploit a gap that will be left behind after Channel 4 closes its five remaining music channels on both platforms. 4Music, The Box, Kiss TV, Kerrang TV and Magic TV will cease broadcasting after the end of this month. The switch-off will leave three music channel operators in the UK and Ireland:
- Paramount, who operate the MTV Music channels (and the original, now reality TV focused MTV)
- Penny Street TV Ltd, a subsidiary of Universal Music, and operator of NOW Music channels, plus Clubland
- That’s Media, who operate all That’s-branded music channels.
NOW Music also operate a number of channels as free, ad-supported streaming TV (FAST) channels on platforms including Channelbox (Freeview 271) and Samsung TV Plus.
Analysis: Music for an older generation
The planned arrival of NOW 90s and 00s marks a further shift in catering for viewers who grew up with music television. NOW, MTV and That’s TV all offer music channels featuring the 80s and 90s. That’s TV and NOW also go back to a pre-music channel era with That’s 60s, That’s 70s and NOW 70s.
Marketing themselves as typically targeting 35+ year olds with nostalgia, music channels have largely given up on reaching younger audiences. Adverts for mobile accessories have given way to commercials for over 50s life plans. Nevertheless, a new generation of streaming only music channels from the likes of Vevo and Trace confirm there’s still some life left in music television.
Technical information: NOW 90s and 00s tests
Test transmissions will appear on satellite using the following parameters. However, the channel will be automatically added to Sky’s EPG at launch, so viewers don’t need to take action.
Satellite: Astra 2G (28.2E)
Frequency: 11567
Polarisation: Vertical
Symbol Rate: 22000 (22.0 Mbaud)
FEC: 5/6
Mode: DVB-S QPSK
Service ID: 54160
Test transmissions are subject to changes, encryption or cessation without notice. Information as of time of publication, 25th June 2024.
By: Marc Thornham | Image: NOW promo image | Updated 28/06/2024 following confirmation of a launch date and Sky channel number.