Muchmusic channel has returned to its roots with the reintroduction of video-flow programming during primetime.

In its early years, MuchMusic dedicated a considerable portion of its primetime programming to long-format shows featuring hit videos from a grab-bag of musical genres.

But after joining basic cable, MuchMusic began slotting specialty programs during top viewing hours, so tv listings publications would include the network’s programs in their weekly program charts.

David Kirkwood, director of sales for MuchMusic, says the programming switch, which went into effect earlier this month, was made in order to maintain the older segment of its 12-34 age market.

Kirkwood says the video-flow format allows for a broader selection of hit-oriented videos during primetime, adding he expects the change will generate a 25% to 30% increase in primetime viewership.

But he says that if the change does not pan out after a three-month trial, the situation will be re-examined.

Doug Newell, senior vice-president of media buying for Toronto’s Harrison Young Pesonen and Newell, says he thinks MuchMusic’s move will work.

Newell says a fresh approach and broader appeal should produce higher audience numbers within the station’s 12-34 age bracket.