How do audiences consume music channels?

How do audiences consume music channels?

Audiences consume music channels in two ways:
Focus – this is where the audience is attentive, with 95% of their attention being directed towards the music channel. They have a deeper relationship with the programme or channel being watched, and the adverts on this channel suit them, e.g. the Creative Zen adverts shown on Kiss, Smash Hits and Kerrang.
Ambient – there is less surfing of the channels between different songs, as the channel is just left on in the background. This is a kind of television radio, as the audience is consuming what is being shown, but not attentively. This has a mass appeal, as they can listen to the genre which they want to on different channels, and don’t have to pay any attention to the actual TV set.

By JOSH:

Why are music channels commercially viable with such small audience shares?

Music channels have a very specific target audience, which is the 16-34 age bracket. With this information they can choose which genre of music they show, the use of language used by presenters, and the adverts shown. An excellent example of the way in which music channels are commercially viable is the Creative Zen campaign appeal. The Creative Zen Micro is the number 2 in the MP3 player market, only behind Apple’s iPod. Creative joined forces with Emap, in an attempt to boost sales. Emap are owners of Kerrang, Kiss, Smash Hits and Magic, all BSkyB television channels. They used 272 hours of advertising a week on these channels, using 9 different adverts of 3 genres split between Kerrang, Kiss and Smash Hits. The result was they reached over 76% of the 16-34 target audiences, and sold out the Zen Micro nationwide within weeks.