Is SWRV the MTV of Old?

In October, Music Choice announced the launch of SWRV (“swerve”) TV with Cox Communications in San Diego. Promoted as the first 24/7 interactive music video network, SWRV is available on Cox cable channel 900 as well as Cox Internet. Alongside a serpent that spells out SWRV in golden coils, the corporate banner says “Take Control. Run the Show. You’re the Star.”

SWRV is something like the MTV of old, explains Music Choice PR director Josefa Paganuzzi. “We just give programming options. The people who watch the network decide for themselves what airs next.” The platform allows a viewer to program content either online or on TV via mobile devices in a variety of ways. For example, viewers can create and upload their own video dedications (called “vidications” in SWRV parlance), vote for their favorite videos, or create their own three-video segments.

Ceanne Guerra is the Cox media and public relations manager in San Diego. “There are a lot of decisions that go into adding a channel,” she says by phone from her Clairemont office, “but this just seemed, you know, with the interactivity, that it was something our customers would really enjoy.” All SWRV content, she says, comes down the pipeline from Music Choice headquarters in New York. “Basically, we’re just delivering the channel to our customers. All of the interactivity is coming from Music Choice, too.”

A quick perusal of the SWRV top-ten list includes pop stars Adele, Beyoncé, Katy Perry, Miguel, and Kelly Clarkson — teeny-bopper fare. But SWRV is not aimed especially at kids, says Guerra. “I’m sure adults will also want to see their photos up on the [television] screen,” she laughs. “It just sounds like a lot of fun.” But, is SWRV TV all Gaga all the time, or can a local pop band score some air time? For the answer to that question, I am directed back to Music Choice.

Launched last year, Music Choice provides music programming via television, the web, and mobile applications. A spokesperson from the New York office (in the CEO’s absence, she was willing to answer questions for deadline but asked that we not use her name) says that yes, SWRV is open to submissions from San Diego musicians as long as they fit within Top 40 or hip-hop formats. “Anything, for example, that would be getting airplay from Ryan Seacrest,” she says, Seacrest being a deejay on Los Angeles Top 40 powerhouse KIIS FM. All programming content must first meet with Music Power programming approval. Interested parties, she says, may submit their videos or promo packs via the internet at swrv.tv or on Facebook.