Mid April 2003 finally saw the launch of Sky's much talked about music channel offering, specifically designed to compete with the existing music channel offerings of EMAP (The Box, KISS etc.) and MTV’s MTV UK, MTV Dance, MTV Hits, M2 TMF etc. Borrowing heavily from the 'The Box' model, the three new channels ‘Scuzz’, ‘Flaunt’ and ‘The Amp’ have launched with their own individual lifestyle identities and demographic target

Click here to play

Each channel has already launched their own individual websites and interactive services. The interactive television services are broadly very similar and are all using Sky’s WTVML micro-browser application.

'Scuzz' ( http://www.scuzz.tv ) (Click here to play) is a rock channel aimed at 15-19-year-old males and features artists such as Foo Fighters. 'Flaunt' ( http://www.flaunt.tv ) (Click here to play) has a young female demographic of 13-16 with a mix of music from artists such as Ms Dynamite, Justin Timberlake and Pink with additional content on fashion, celebrities and gossip whilst ‘The Amp' http://www.theamp.tv will target a more mature male music demographic of men 25-29 with groups such the likes of Oasis, Massive Attack and Coldplay.

All 3 channels allow the viewer to 'vote' for their chosen video using the remote for a cost of 50 pence. (The Box and other EMAP channels currently require viewers to pick up