Kids who can’t squeeze out enough good music video content from existing channels can now have their thirst quenched with Bell Media’s launch of Juicebox (formerly PunchMuch), Canada’s first and only 24-hour music video channel directed to a very specific niche – kids aged 8 to 13.
Juicebox content will be available through more than 30 carriers, including Bell and Rogers. The first month of music programming, which is vetted for content and language by a committee of parents, will be scheduled in four-hour segments that repeat regularly. If all goes well, those segments will grow longer. The carefully chosen playlist is geared toward pre-teens and adolescents with pop songs from Justin Bieber, Selena Gomez and musical group Allstar Weekend.
Neil Staite, vice-president and general manager of music and entertainment for Bell Media, said the concept grew from a desire to re-brand Bell Media’s digital music services to ensure they remain fresh. “We felt the time was right to take one of our existing video services and transition it to a music service that’s friendly toward both kids and parents,” said Staite.
“For the foreseeable future, Juicebox will be commercial-free,” he added. “We’re looking at the online pages having some banner ads. We don’t currently have any special sponsorship planned, although we’re open to brand partnerships and sponsorship opportunities that you see on other channels. For now, we wanted to focus on getting the service up and running, and get some brand awareness around it.”
CTV will begin sampling Juicebox programing starting Nov. 26. It will run from 6 a.m. to 8 a.m. ET.
