Tonight at midnight Channel [v], a cultural institution for the youth of Australia for over 20 years will go off the air.
It’s being absorbed into the 24hr music channel [v] Hits, leaving many creative and hard-working staff out of work.
It’s no surprise this is happening, as Channel [v] was created at a time when the Internet was barely lurching its way out of 56kbps and the only way to see music videos was in the middle of the night on Rage, and you only got the latest news about your favourite artists on the radio.
Of course, that world doesn’t exist anymore. I’ve been living with my fiancée and her 12-year-old daughter for over a year now, and never once have I seen the young lady watch a music video on television.
In fact, never once have I seen her watch a TV show live save for TBL Families.
She watches everything on her phone. Every music video, every piece of content about her favourite artists – she gets from her phone.
The audience that was once ravenous for Channel [v] moved away from cable, and the simple fact is that the advertising dollars were better spent on mobile.
While I’m excited to watch this intelligent young woman explore the world through her handheld device – which has the sum total of all human intelligence and creation in the palm of her hand – I do lament that she doesn’t have someone curating that content for her.
And that’s where we at Channel [v] came in. For 20 years, one of the strongest youth brands this country has ever seen steered the ship in many ways with regards to bringing the edgiest and most exciting artists and adventures to small screens across the country.
Working with a leader like that, under a mandate like that – was the greatest job I have ever had and will ever likely have.