SWRV is a new music tv chanel that’ll have no presenters, but instead will use ‘Vid-ications’ sent in by text and photo/video message, as well as a ‘Takeover’ slot where individual viewers plan 15 minutes of videos, complete with their own introduction. US cable network Cox Communications has already agreed to carry the channel, which will be funded by a mixture of licensing fees and advertising. The channel will also be online, but only for customers of participating cable networks. Even more importantly – for the industry – labels will be getting a share of the revenues.

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