Mtv Companion Network Will Begin Feeding Cable Aug. 1

MTV: Music Television will finally launch its long-planned spinoff music video network Aug. 1, but industry observers wonder if cable operators will be any more receptive to another music video network than they have been about multiple all-news channels.

The risk is almost nil for MTV because the cost associated with the launch and operation of M2, as it will be called, are relatively small. It’s so small in fact, that the network won’t even carry advertising for months until it can deliver an audience of a size worth advertising to. (It will have only about 1 million subscribers at launch.)

Although M2 will be targeted at a niche audience of 18-34-year-olds, more specifically 23-year-olds, the 24-hour music video format will feature the broadest possible programming, with everything from world music, reggae and hip-hop to jazz and oldies, said MTV Networks Chairman and Chief Executive Officer Tom Freston.

Some industry observers say that is code for catering to the music labels by playing any music videos they produce to promote their music acts.

Record companies have been badgering MTV for years to get back to its roots of showing only music videos instead of the network’s trend toward series programming, game shows and specials, which now account for 20 percent of the programming.

Bad as he wants on TV

MTV will give pro basketball’s most celebrated bad boy, Dennis Rodman, his own cable series this fall, the network announced at the Television Critics Association tour Wednesday.

MTV will produce 20 half-hour weekly episodes of the program in which Rodman will preside over a freestyle show format combining commentary and celebrity guests from the worlds of music, TV and sports.

MTV also signed Jenny McCarthy, host of MTV’s “Singled Out,” to an exclusive TV development deal. She will develop two series - one a weekly variety series for MTV and the other a sitcom the network plans to pitch for broadcast distribution.