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Back in the early 1990s, video jukebox and cable television were in their infancy within the UK. Nevertheless, EMAP identified an opportunity to deliver a 24/7 music television channel that offered viewers music chosen by themselves. Back then, ‘consumer empowerment’ was referenced by any youth researcher worth their salt.
The Box launched in April 1992 with true viewer control in mind. Music video requests offered dual benefit: business income and brand relevance. Over time, the channel became well known for its Box Fresh feature for new music videos. Indeed it was this feature that helped to launch The Spice Girls with their first hit, Wannabee. Additionally, The Box’s fame created an unusual trend where artists referenced the channel in their videos. SClub7 went so far as to create a special edition video aired only on The Box. Today, The Box exists as one of the longest running music channels on UK television. It is known for new music (albeit music that skews mainstream in taste). In fact recency has become its key differentiator.
And, whilst playlists are not genre specific, the schedule has come to include music orientated original programming as well as music videos. For a time also – during the 1990s – a number of compilation albums were released, so extending the brand into the Top 40.
The Box boasts the freshest sounds in the pop, urban and indie scenes, showcasing established artists and featuring some of the finest new acts on the music scene.