Viacom is changing its tune slightly to prepare for pay TV’s game of musical chairs. Facing the possibility that its low-rated channels will be left out of distributors’ new skinny bundles, the company today says it will rebrand MTV Hits into NickMusic, described as “a 24-hour music video destination for kids.”
After the change takes place on September 9, NickMusic will offer videos from different musical genres. It also will run artist-hosted blocks, branded segments, and long-form specials and series including concerts.
Early this month Viacom rebranded VH1 Classic as MTV Classic.
Nickelodeon has longstanding connections to the pop music scene. Clear Channel’s iHeartRadio digital platform features Nick-related celebrities on NickRadio (which promotes itself as offering “All the Hits, All the Slime”). It also features pop stars in its annual Kids Choice Awards.
MTV Hits launched in 2002 and is mostly offered on cable companies’ digital tiers.