Viacom International Media Networks-owned MTV UK is to launch a new channel aimed at 16-34 year-olds. MTV OMG – ‘Obsessed by Music and Gossip’ – will debut on March 1 and will be available as a pay TV service on Sky and Virgin Media.
The new channel will replace existing free-to-air service Viva, a move that MTV said reflected its renewed focus on investing in music TV on MTV and its sister brands.
The current line-up of MTV channels in the UK market includes MTV Music, MTV Base, MTV Hits, MTV Dance, MTV Rocks, MTV Classic, VH1 UK and MTV Music +1.
“We’re really excited to be launching MTV OMG as the latest installment 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,” said MTV UK VP and brand lead Kelly Bradshaw.