VH1, the music channel run in the UK by MTV Networks UK, is reviewing its &£1m creative advertising account.
Incumbent Magic Hat, part of the McCann-Erickson network, is believed to be repitching for the business alongside three or four other agencies.
Magic Hat was responsible for creating MTV’s first terrestrial TV campaign last year, with seven ads introducing the MTV Networks digital music package.
Cordiant-owned Equinox Communications, which already handled the VH1 media account, was recently appointed to handle UK media planning and buying for the other five channels in the MTV UK and Ireland stable. The channels include MTV, VH1 and the four MTV Networks’ UK digital channels – MTV Extra, MTV Base, MTV2 and VH1 Classic – available on Sky Digital.
MTV Networks is owned by Viacom, which also owns the Nickelodeon children’s channel.
MTV Networks UK recently became the first broadcaster to use the Internet to research audience reaction to music played on its channels. The company appointed research groups Songpeople.com and NOP to launch a programme which asks people to evaluate songs and videos online.