Amid reports that Virgin founder Richard Branson is planning to roll out a music channel to compete with MTV, Andy Fry of MediaBulletin says that "if any company has the credentials to create a
credible challenger channel, it is Virgin. Given its strength in music retail, live events, digital downloads and radio, its lack of a branded TV offering seems an oversight." He talks to Patrick
Johnston, head of business development at Entertainment Media Research, who says there is a case to be made for a Virgin offering, "but the audiences are so small and fickle that there is hardly any
ad money there, unless it sells across channels or media like Emap, whose channels are manifestations of its magazine and radio brands."
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