All Around The World is making its first foray into pop music TV with the launch of a new TV channel called Planet Pop.
The Blackburn-based label behind N-Dubz, Cascada and dance compilations brand Clubland will go to air on Wendesday March 27 on Sky 370 and Freesat 511.
AATW chief operating officer, the channel’s programmer and controller, having joined the company last summer from his former role as director of music and commissioning at Box TV Simon Sadler said that Planet Pop’s programming will be aimed at a core audience of 16-24 year olds.
“We're talking about Katy Perry, Taylor Swift and Will I Am,” he said. “Pop is by far the biggest genre, it's an extremely vibrant area, and it's still what people want from music TV. Planet Pop will be our big mainstream channel and it is an obvious place for us to head as we build our portfolio.”
The new music TV channel will sit alongside existing AATW-owned and operated stations Channel AKA, Greatest Hits and Clubland TV, which also sit on the Sky spectrum with an average quarterly reach of nearly a million 16-34 year olds in 2012.
AATW’s Massive R&B will be wound down and its repertoire shared between Channel AKA and Planet Pop.
“I think there is space for another pop channel,” said Sadler. “There are all these great pop records and we didn’t have anywhere to play them.”
A new Planet Pop 40 chart show, voiced by Debbie Mac and based on weekly sales and airplay will come as part of the package.
Other key elements include social media, R&B and US charts and party zones - Party-On Planet Pop - on Friday and Saturday nights.
Sadler also said that artists will host future shows.
AATW also hopes to differentiate the channel’s programming from competitors stylistically. “We will be doing it faster and zappier than other channels,” said Sadler, who previously worked as head of music at Kiss FM and had a six-year stint as a producer at Radio One.
He also plans to fine-tune Channel AKA to make it the destination hub for British urban and grime music. “R&B has gone pop recently, but there are signs it will head back underground in 2013 with a new wave of young R&B artists that Channel AKA can and should help break” said Sadler.
Greatest Hits was temporarily renamed Christmas Hits in the run up to last Christmas and will serve as an oldies, soundtrack and power ballads station that can be rebranded to reflect the time of the year.
Mel C, former Radio One presenter Mark Goodier and producer Pete Waterman have already hosted shows on the channel.