Washington D.C. (September 14, 2005) -- MTV announced this week that it will launch a High-Definition TV channel in January.
However, will anyone be watching?
MTV says the channel, which will include concerts, music videos and other music-related programming, will be targeted to 18 to 34-year-olds. But with most HDTVs priced at more than $1,000, many young people can't afford the sets.
Still, MTV executives are confident that their timing is right.
"We know what our audiences want, when and where they want it," Jessica Heacock, a MTV senior vice president, said at a New York event announcing the launch.
Considering MTV's track record of success, it's hard to argue with Heacock. However, I believe that the launch of MTV HDTV is more about being successful in 2007 -- and beyond -- than January 2006.
In the early days, MTV HDTV will struggle for viewers. As of now, only about 5 percent of all Americans are watching HDTV; and the number of young people watching is much less than that.
But as young people become aware of MTV HDTV -- and HDTV prices continue to fall -- the channel's ratings should begin to climb. Young people traditionally are quicker to embrace new technology -- if the price is right; and it will soon be.
By 2008, MTV could emerge as one of the top rated high-def networks.
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