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CMT Goes ‘Pure,’ Gets ‘Loaded’

Looking to expand its content across multiple platforms, Country Music Television will rebrand and relaunch existing digital network VH1 Country as CMT Pure Country, as well as debuting a separate broadband network called CMT Loaded, officials said Monday.

CMT Pure Country will debut on Memorial Day weekend, while CMT Loaded will bow late this summer.

CMT Pure Country is positioned as a music-video-based channel aimed at the core country audience, featuring artists such as Johnny Cash, Tim McGraw, Garth Brooks, George Strait, Willie Nelson and Toby Keith.

The service’s carriage is in 16 million homes through cable operators such as Comcast Corp., Charter Communications Inc., Cox Communications Inc., Cable One Inc., Knology Inc., Cequel III LLC, Armstrong Cable Services Inc. and Blue Ridge Communications.

Broadband offering CMT Loaded will feature new short-form originals, exclusive performances, breaking news and enhanced content from established CMT shows such as CMT Insider. CMT Loaded will be available free, as well as on-demand at CMT.com (www.cmt.com).