4Music, the UK music channel watched by more than 11 million viewers per month, has today announced a new line-up of breakfast show programming to complement its current daytime schedule. The new programming stream, The 4Music Breakfast Fix, co-produced with ITN Productions, will air live Monday to Friday from 7 – 10am, expanding 4Music’s morning slot by an hour and a half.
This new introduction makes 4Music the only channel on Freeview to serve up a breakfast-time fix of entertainment news and music. Each morning ‘fix’ will incorporate a range of 60 second breakfast bulletins, bite size chunks of the day’s news, and weather reports, all interspersed with current chart-topping music video playlists.
Commenting on the launch of the 4Music Breakfast Fix, Dave Young, Programming Director for Box TV and 4Music, said: ‘Having the right music to wake up to is critical for our youth audience. We’ve provided a fun alternative to the normal morning news, with an innovative show style that contains chunks of entertainment and music news and weather to the backdrop of hot videos. Commissioning this type of programming is part of our commitment to delivering music in a wide variety of formats and providing more music content throughout the day – starting from 7am.’
To deliver the daily dose of fresh news content, 4Music is partnering with ITN Productions, one of the UK’s leading content producers. The partnership will see ITN Productions deliver news updates to the 4Music audience every ten minutes throughout the duration of the programme. The service will also feature innovative and engaging onscreen graphics playing out over music video content throughout the morning. The contract builds on the existing partnership between the two brands, as previously ITN Productions was responsible for creating the channel’s hourly showbiz news bulletins.
Discussing the deal with 4Music, Mark Browning, Managing Director of ITN Productions said: ‘This agreement cements our relationship with 4Music, the UK’s hottest music channel and highlights the demand for celebrity based content from viewers. With The 4Music Breakfast Fix we’ve created compelling content in an innovative format targeted specifically to the 4Music audience. For those viewers that aren’t morning people, each morning’s news fix will also be served up on 4Music.com, so there’s never an excuse to miss out on the latest happenings from the entertainment world’.
The 4Music Breakfast Fix will be running from the 18th October 2010 for a three-month period.
Monday to Friday on 4Music from 7am – 10am.
4Music – Freeview 18, Sky 360, Virgin 330