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MTV Most Wanted gets behind new music

MTV Most Wanted gets behind new music

MTV's Most Wanted - nothing to do with the Nineties MTV Europe programme of the same name - sees the MTV UK talent and programming team choose one promo each week to receive priority rotation on air, as well as support across the full range of MTV UK platforms.

The initiative kicks off on Friday August 19, replacing the less comprehensive MTV Loves... video slot, and will run each week from Friday to Thursday.

The first Most Wanted video is expected to be The Saturdays' All Fired Up.

Support for the Most Wanted video will include plays across MTV, MTV Music, Viva and additional genre channels (appropriate to the artist selected), giving each Most Wanted clip more than 150 plays on the network during the week.

Every time the video is broadcast, MTV will precede it with a 60-second artist spotlight, highlighting release details and artist activity.

The Most Wanted video will also receive online exposure, including promotion on the network's official mtv.co.uk website, which has 2.5 million unique users a month. There will also be a dedicated Most Wanted site (mtv.co.uk/mostwanted) and the initiative will be backed by the official MTV UK Facebook and Twitter pages.

Online, videos will be supported by additional material, including an artist profile and an extended version of the artist spotlight, with all single and album release information.

MTV UK director of talent and music programming Matt Cook said the intention was to give MTV an opportunity to back new music, while providing labels with sustained support for their acts.

"Most Wanted came about because we wanted to highlight the best artist and best releases week on week to our audience," he said. "It is about giving labels some valuable promotional currency when they need it most, not just on the channels but on the website, too."

Cook explained this support would not be limited to just one week. "Labels know that if they get their video as Most Wanted it will be supported across the network week one, then there will be a playlist commitment through to the release date and impact date," he said.

To qualify for Most Wanted status, videos must be new - although the song itself can be an album track or single already on sale - and the artist must be available for interview.

While Most Wanted will not be exclusively limited to UK acts, Cook said the channel would try to focus on British talent - both new and returning - whenever possible.

"It is important for us as MTV to focus on domestic talent. We will still be looking at the big international releases, but it is not going to be Lady GaGa, followed by Katy Perry and Beyonce. I want us to be more forward thinking than that," he said.

The introduction of Most Wanted means MTV UK and Ireland now has three domestic vehicles for supporting new videos: each of the seven channels (MTV Music, MTV Rocks, MTV Base, MTV Dance, MTV Hits, VH1 and Viva) has its own single of the week and the broadcaster also runs high-priority video exclusives.

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