LT - How Do Audiences Consume Music Channels?

There are two ways in which research has shown that audiences consume music channels; focused and ambient consumption. Focused viewers are attentive viewers who are loyal to certain channels and have a deeper relationship with those that they watch. Focused viewers like to watch recent music videos, their favourite artists and specific programming, and the advertising aimed at focused viewers is clever, entertaining and inspiring. Ambient viewers, however, are passive viewers who consume music channels as a secondary activity. Ambient viewers use music programming in communal situations, as background music or when there is nothing alse to watch, and the advertising is often repetitious and carries long term, image building messages.