SWRV TV relaunches as Music Choice Play

Michelle Clancy | 15-10-2013

The interactive music video network known as SWRV TV will relaunch as Music Choice Play on 15 October.

The rebrand strategically integrates all Music Choice networks under one unified moniker, including video-on-demand (VOD), 46 music channels and Music Choice Play on TV, online at musicchoice.com and through iOS and Android apps. There are 47 million monthly Music Channel viewers and eight million monthly VOD viewers.

Music Choice Play is a music video, lifestyle and entertainment network for Millennials. Viewers interact with Music Choice Play through Twitter by voting for what videos get played and tweeting live with their favourite artists on shows like You & A. The network features full screen music videos.

"While other networks are trying to attract Millennials, we have been engaged and popular with this audience for some time now through one of their biggest passion points music," said Christina Tancredi, COO at Music Choice. "Music Choice Play takes this connection further by giving Millennials control of their favourite network, which is the ultimate answer to stopping cord-cutting."

The network will feature a new programming block daily from 3-6pm EST, reaching Millennials after school and work, when they are most prone to engage. The network's fringe block will be anchored by the new hosted version of Music Choice's You & A (where the A stands for the Artists), a hosted 30-minute interactive music show that encourages fans to participate. The show will offer fans access to artists, music video premieres, live studio performances from up and coming artists, and the ability to ask artists questions directly via Twitter.

Music Choice said that it will continue to "invest heavily" in new programming to stay relevant to evolving Millennial trends. For 2014, strategic weekend and late night programming will be added as well as short form programming including lifestyle segments and a number of opportunities for artists to engage in the network.