The bands play on as Juice TV trumpets rising eyeballs

Apparently, 955,300 New Zealand music lovers can’t be wrong (although, judging by the quality of the music in the charts these days, that’s debatable), because that’s how many humans tuned in to Juice TV and 63 TV in the last four week ratings sweep, according to Nielsen’s T.A.M measurements. And, despite the parlous state of the music industry and the media that serves it, Juice TV’s managing director Daniel Wrightson says New Zealand’s music video channels have enjoyed increasing viewership all year.

“Shit, I can see my house from up here,” he says.

Juice, which has fully embraced social media on its newish website, kicked off in 1994 and has stood firm while other music channels—and, more recently, music magazines—have gone by the wayside. And he believes the arrival of Australian Channel MTV Classic to Sky’s roster seems to have provided a lift in viewership for the local 24 hour channels.

“It’s probably good that the programming for their channel comes out Sydney. It raises the musical IQ on both sides of the ditch,” he says.

When it comes to ‘hit music’, over 464,000 viewers per week watched Juice TV, with a cume audience of 894,300 (this was up from 766,400 the month before). Its radio cousins The Edge had 458,900 listeners, ZM had 392,200 and The Rock had 386,500, according to the Radio 1 survey 2011 Research International figures.

63 Music Evolution, a channel aimed more at the oldies, clocked up 610,500 cume viewers in the same four-week period, with strong growth in the key 18-­49 and 25­-54 household shopper demographics.

“Clearly, the good folk of Aotearoa know a good thing when they see it, and the fact they’re watching our channels more than ever is choice as. The proof is in the pavlova, which is also best made by Kiwis to be fair.”

And while Wrightson wouldn’t be drawn on the financials, “suffice to say, we’re making new friends in ad dollars”, he says.

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