Soccer stadia broadcaster unveils music video channel

Television company Match Day Media is launching a music channel that enables the music industry to target football fans.

In a joint venture with download site, the in-stadia broadcaster plans to air “micro” music shows on the network of plasma television screens its runs in 15 football club grounds across the UK.

The shows will run in three intervals during a match day: 50 minutes before kick-off, 20 minutes before kick-off and during half-time. They will feature bands’ videos with a voice-over by Radio 1 DJ Sara Cox. Fans can text to vote for their favourite tracks.

Each time a vote is cast the fan will be sent the ring tone of the tune and a pre-paid link to download the full version from MDM’s website, powered by TuneTribe.

The winning track will be played in full at half-time, and the results used to compile a chart for each club – a Stadium Music League.

MDM founder and chief executive Gerry McKenna says the shows will provide the music industry with a new route to reach an established and engaged market.

MDM was launched in 2002 with the aim of giving advertisers a platform to reach 16- to 44-year-old males.

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