Once at the center of the intersection between music and television, MTV continues to lose the interest of its targeted 18-30 demographic, with Nielsen reporting an 18 percent decline in viewership between January and October of 2012. Some of the blame surrounds the channel’s failure to recapture the glory of such reality hits as “Jersey Shore,” but the development of competing music television venture may also be at play. Sean ‘P. Diddy’ Combs, a former music video mainstay on MTV, is now doing his best to capture the channel’s lost audience through Revolt, a promising music television effort.

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Photo by Flickr user NYCArthur

Revolt, Comcast And NBCUniversal

By no means an isolated effort on Sean Combs’ part, Revolt resulted from a great deal of collaboration between Combs, Comcast and NBCUniversal. Comcast Commercial, in hopes of obtaining a minority share with NBCUniversal, sought to promote a number of minority-produced channels, including, of course, Revolt. Leaders at Comcast announced the development in a 2011 press release, claiming that, of the ten planned networks, four would be owned and operated by African Americans. From there, leaders at the corporation proceeded to negotiate with Sean Combs, believing the hip hop artist to be an ideal prospect for their new project.

Revolt’s Launch: Focus On Social Media

A little over two years after Comcast Commercial announced its plans to spearhead a cable diversity effort, the crowning achievement of the project finally hit the small screen. With it came a push for increased social media involvement in the world of music television. In an interview with NPR, Combs expressed his desire for greater input on the part of viewers, hoping Revolt’s audience members would act as reporters and perhaps, even performers. According to Combs, the real key to reviving the music video industry is placing greater control in the hands of the viewers, as, ultimately, these are the individuals who decide whether any given music television venture obtains success.

Improved Accessibility For Music Video Fans

Sean Comb’s desire for a television network for the masses and by the masses also involves greater accessibility for those formerly left out of the loop. With many Americans ditching cable for streaming packages, MTV no longer is within reach for many a music video devotee. Despite its status as a digital cable channel, Revolt seeks to offer programming over the Internet as well, making access affordable to those who invest in DSL or fiber optic packages from such providers as Verizon FiOS. What’s more, viewers still dedicated to digital cable can access Revolt via both approaches, thanks to the continued development of affordable Internet and cable bundle packages.

P. Diddy’s Contemporaries Hit Hard With Christmas Programming

Launching an entire channel is no easy task, even for a musician with the cultural prominence of P. Diddy. However, Diddy’s vast connections may prove essential in capturing viewer interest, as the artist possesses the means to draw several of today’s top entertainers. Revolt’s producers plan to elicit excitement among music video devotees through the broadcast of a Mary J. Blige holiday special dubbed A Mary Christmas.” The exciting music event will be hosted by Queen Latifah and, as such, is expected to draw the interest of many R&B devotees.