Entertainment: Music Video's Mellower Mood

For all its gyrating and earsplitting success, MTV, cable television's 24-hour music-video channel, has been unable to attract some of the largest U.S. advertisers. The network's rock offerings are targeted to younger viewers whose tastes may run more to soft drinks and blue jeans than to refrigerators and expensive family cars. Last week MTV announced plans to go after an older, mellower and more affluent set. The broadcaster said that next January it will introduce a second all-music channel designed to appeal to listeners aged 25 to 49. Its format may be a blend of jazz, country-and-western and pop tunes.


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