From Miley Cyrus to moms, a new music television station launched by popular top 40 radio station NRJ Lebanon is stirring up the airwaves.
The new station, NRJ HITS TV, is Lebanon’s first locally run English music television station. It’s a franchise of the France’s No. 1 hit-music channel NRJ HITS, but all the programming, including presenters and locally produced content, will be in English.
NRJ’s soft launch Monday provided the channel to cable TV subscribers – Cablevision, Digitek, and Econet. Producers expect the station will be available to all Lebanese homes within the next two weeks and they plan to hold an official launch in January, said Maya Akra, a marketing representative for the station.
The station focuses on contemporary hits similar to its affiliate radio station, including rock, hip-hop, dance and pop music, and will have a young audience target. The station will also air concerts, awards shows and behind-the-scenes clips.
Producers, however, are trying to broaden the audience with specialized programming beyond music videos only, Akra said, such as daily morning shows targeting stay-at-home moms. “When moms get home from dropping their kids at school, they can keep their TVs on soft, nice music,” Akra said.
Other programming will include dance music specials Saturday nights, while Friday evenings will explore the life and music of specific artists through music videos and made-for-TV documentaries.
“We’re going to be working on a new program every other month,” she said. So by sixth months the station should be very good.”
In preparation for the full launch, NRJ is already busy on social media with competitions to win invitations to the official launch party. NRJ HITS’ Facebook group has also started a competition to win two free tickets to go see musician will.i.am in France on Dec. 12. In their efforts to target a young demographic, the station has also put a strong emphasis on its Instagram and Facebook presence.
The station’s affiliation with NRJ’s French franchise has given the station access to top programming and global music events. For example, the station was able to get exclusive camera time with Miley Cyrus, Justin Bieber and One Direction at a recent awards show.
The music channel will operate out of MTV’s Studiovision facilities in Naccache and is owned by Radio Mount Lebanon group. RML’s general manager, Jyad Murr, is NRJ HITS’ chief executive with Anthony Nahhas as the station manager.
By Becky Strum
