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Blue Ridge launches SWRV

Published January 14. 2012 09:01AM

Blue Ridge Communications and Music Choice® announced today the launch of SWRV-the first 24/7 interactive music video network that puts the viewers in control.

The 24/7 linear channel is available to Digital Basic customers on channel 796.

From creating and starring in video dedications, to voting for the next video to play, and even taking over their own show, viewers can interact with and control SWRV content through their mobile devices and online at SWRV will feature primarily mainstream pop and hit-driven music videos.

"The Music Choice channels are some of our more popular channels and we're excited that we are able to offer SWRV to our customers," said Joe Lorah, Corporate Director of Marketing & Customer Service. "SWRV gives our customers more choices and a great way to interact with the music they enjoy."

Digital Basic customers can now tune to channel 796 to be the first to experience a full schedule of original SWRV programming, including:

• Vid-ications - The only program that allows viewers to create video intros or dedications to their family and friends. Utilizing multiplatform technologies, viewers are able to submit video dedications ("vid-ications") via texting, uploading video online and submitting photos. Vid-ications allow the viewer to be an integral part of the show on-air as well as online.

• SWRV Takeover - The viewer is in full control! The viewer creates their own playlist consisting of three videos and becomes the ultimate VJ. Additionally, as the videos are playing, other viewers are encouraged to comment on how good the VJ is.

• Majority Rules - Combines the look and feel of comic books and graphic novels into a setting where viewers can vote on a selection of three videos, either online or via texting, to determine the next video to play.

• Level 10 - On Level 10 it's all about keeping your favorite videos at the top of the list! The video with the most votes makes it to Level 1 and plays next! As the show progresses and viewers vote via text and online the rankings will change depending on the number of votes the video receives. The Level 1 video will play next and the Level 10 video will be eliminated.

"There's no denying that interactivity is a big direction for TV and SWRV is up to the task of leading that charge, " stated Dave Del Beccaro, President and CEO at Music Choice. "It's clear that today's generation of music fans are interested in having a say and participating in their programs; we're excited to be giving them a music video network they can control and be a part of, while also connecting with their friends in their existing social networks."

SWRV is currently available throughout the US via several providers including Cox Communications, Verizon FiOS, AT& T U-verse. SWRV will continue to roll out to millions of homes nationwide through tiered roll-outs by multiple providers. For more information on SWRV log on to or to become part of the SWRV community join us on Twitter: @SWRV_TV or Facebook:

Blue Ridge Communications, the nation's 23rd largest cable company, is a full service communications provider serving northeastern and southeastern Pennsylvania. Blue Ridge Communications, a subsidiary of Pencor Services, Inc., offers advanced services including Digital Cable with On Demand, DVR, HDTV, High Speed Internet, Digital Phone, and Home Security. For more information, visit

Music Choice, the award-winning, multi-platform video and music network, delivers its music programming to millions of consumers nationwide through their televisions, online and mobile devices. Music Choice programs dozens of uninterrupted music channels; produces Music Choice Originals that feature today's hottest established and emerging artists; and offers thousands of music videos. Music Choice is a partnership among subsidiaries of Microsoft Corporation, Motorola, Inc., Sony Corporation of America, EMI Music and several leading U.S. cable providers: Comcast Cable Communications, Cox Communications and Time Warner Cable. MUSIC CHOICE® is a registered trademark of Music Choice.

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