Q&A: Foxtel’s Rebecca Batties on the new look Channel [V]

A lot of things change in two years in the lives of the 18 to 24 age group – the target demographic for Channel [V].After its rebranding 18 months ago, it this week announced another refresh – the first under Foxtel General Manager For Music and Head of Digital Rebecca Batties, who joined last April from MTV Australia which she headed.

In a nutshell, Channel [V] will have more lifestyle content including travel, fashion and sport while keeping music as the focus.

As part of the change it unveiled three new presenters – The Used frontman Bert McCracken, model Bambi Northwood-Blyth and DJ Generik (Tyson O’Brien) – alongside Danny Clayton, Carissa Walford and Marty Smiley. The channel’s look is cleaner and sharper. Over the next months there will be new shows that capture its viewers greater zest for immediacy.

How much of the refresh came from viewer feedback?

“We did a lot of research. We asked viewers what it is they were interested in. They didn’t want us to turn our back on music. But they also wanted to see reflected other aspects of their lives on the channel. Music is, and will always be, our core. Music is essential in their lives but they’re not one-dimensional. Their lives are equally driven by what they wear, how they look, what they eat, where they go on vacation, what they do with their friends and how they date. We’re calling the rebranding music lifestyle.

“That’s why we brought onboard the new talent. Bambi Northwood-Blyth, for instance, because fashion is important for people. We’re not talking high fashion. It’s about how they look and the way they create their own fashion. One of our mantras is Living The Dream, which is why we have the hosts we just signed. They’re living the dream and doing what they want to do.

“This is the first stage of what we’ll be unrolling through the next number of months. We’ll be looking at acquiring content that reflects those passions – music, sports, travel, fashion and even food.”

Will there be a shift in the music?

“Last August we initiated a shift for V-Hits, moving it to a younger 13 to 17 audience. [V] is still a mainstream channel but (the music content is) subtly left-of-center.”

Where will you be sourcing new content? Local and /or overseas?

"Both. We developed a format some time ago called Before 30, about places you had to visit before turning 30. We want to bring that back. In our research, audiences, unprompted, referred to that series.”

What new shows can we expect to see?

“Coming in the beginning of April are new chart shows around specific genres, headed up by DJ Generik. I can’t talk about some of the others because we're still in discussions about those. There will be a couple of cult shows which people might be surprised to find on the channel.

“We’re going to be launching a live show with some very dynamic hosts. We already have a live Saturday morning chart show that we launched last week. What we’re trying to do is to give people an appointment to view.”

What percentage of [V] will be music, and what percentage lifestyle?

“It’s a little hard to say because the line is blurred. If we do fashion coverage at a festival, that’s kind of a music story. It’s a bit early to say what the percentage is, but music will always be the core.”

Music is increasingly being consumed online and digitally than on television. How is [V] facing that?

“Our website is very importantly linked to what we do on the channel.It’s true people are consuming their music in different ways. But we feel that if we capture that music is an important part of their lives along with their other passions, we will continue to capture that audience.

“The website has more music and more music videos. Anything we shoot goes immediately online. For our audience, it’s about speed market. In some instances, we might premiere stuff online before it goes on to air.“

Live to air is increasingly an important part of television’s appeal, especially where advertisers are concerned, isn't it?

“Yes but from our point of view, we like it because put yourself in the audience seat, they want t now.It’s about the immediacy. It’s now or never. We don’t wait, we don’t hold stuff for a week, we just get it straight on air. The live show is about that immediacy. If we want to go to Future Music and go live, we do it straight from there. This Saturday morning we’re going live from the Australian Open of Surfing at Manly Beach (in Sydney).”

How much more advertising do you expect as a result of the refresh?

“We didn’t do that calculation. We just knew we had to change, that we needed to represent the audience. If the audience comes in, advertisers will as well.”