The global dilution of MTV takes a further step this week with their plans to launch an all new digital television channel devoted to dance music, R&B and rap. The channel, titled MTV Base [how low can you go?], will be broadcast 24 hours a day starting on July 2nd. Two other channels will be launched simultaneously, MTV Extra - aimed at a young male audience - and VH1 Classic - made up of classic hits from the 70s and 80s. All three channels are to be run as a part of the six-channel MTV digital multiplex on BskyB this summer.

And on the other side of the pond, similar antics are underfoot ... with a national DJ battle. Due to take place on March 8, the contest pits commercial radio stations KMEL of the Bay, Hot 97 of New York, and Power 106 in LA in a three-way match. Local DJs are supposed to submit mixtapes to those stations for judging. Hmmm ... wonder who told an MTV exec that these pop stations had any clue about what’s up in turntablism? That’s kind of like having an underground band showcase and inviting Pearl Jam, U2 and Kiss, isn’t it?