Channel U was a significant outlet not only for established artists, but also for those who are just starting out, helping the breakthrough for acts such as Tinchy Stryder, Tinie Tempah, Dizzee Rascal, Chip, Wretch 32, Devlin, Giggs, Skepta and N-Dubz. Its material "includes crude productions shot with handheld digital video cameras," and helps new musicians attract attention and build a fan base. According to its website, "the aim of the channel was to highlight to the public, the raw and unsigned talent we have in the UK, and give them a platform from which they could perform," and it has been successful in this mission, as suggested by the production and popularity of such compilation CDs as Channel U: The Album. Many artists have expressed their loyalty to the channel in their lyrics; for example, in Lady Sovereign's "9 to 5", "Channel who? Oh Channel U, the ones who made me huge, like Katie Price's boobs!". Other artists to comment on Channel U include Kano, Ironik, Lethal Bizzle, Sway, Remi Nicole, Mr Wong, and Dizzee Rascal. Dan le sac vs Scroobius Pip criticised Channel U in their song "Fixed", as did Lowkey, who cited the absence of any innovation and the channel's lack of desire to take risks. Channel U commissioned the first 'grime comedy', an animated adult sitcom named The Booo Krooo. The TV series ran for six episodes and focused on the misadventures of three young MCs trying to break into the music game, but often ending up worse off than when they started. The Booo Krooo was originally a cult classic to readers of RWD Magazine and came got the attention of the Channel U after being co-signed by Missy Elliott. The animation series was developed by Matt Mason and Alex Donne Johnson with illustrations by Julian Johnson, aka Art Jaz. In October 2005, the first annual Channel U Awards were held in London with live performances from its underground playlist. Before he joined MTV to host the British version of Pimp My Ride, Tim Westwood had a show on Channel AKA, along with his other media activity. Following the success of the Westwood show the channel further developed its programming by licensing a lifestyle TV series, The Ballers Show, in 2006. The 30-minute show gave its audience the unique opportunity to see the real lives of footballers off the pitch and featured Premier League football stars including Jermain Defoe and Jermaine Pennant. On 14 July 2016, the channel's founder, Darren Platt, died. In his obituary in The Guardian the newspaper stated that Channel U "forged a place for a genre that began its life ignored by the mainstream".
As Channel AKA
The parent company of Fizz TV and Channel U went into voluntary liquidationat the beginning of February, 2009, before being purchased by Mushroom TV. When purchasing the two channels, Mushroom TV agreed that Channel U and Fizz TV should be rebranded. The two channels were rebranded as Channel AKA and Starz TV on 16 March 2009. On 22 June 2012, Mushroom TV entered liquidation. Ofcom's television broadcast licensing update for May 2012, indicates that Channel AKA was sold to All Around the World Productions, who at the time owned Clubland TV and Massive R&B and had also acquired Greatest Hits TV under UltimateHits Limited. On 29 November 2012, the channel launched on Freesat but was removed on 15 April 2013. The channel returned to Freesat on 1 October 2015 alongside its sister channels Chilled TV, Clubland TV and Now Music, before being removed again on 12 May 2017. In 2018, Channel AKA ceased broadcasting and has since been remembered for introducing the music careers of artists such as Dizzee Rascal, Kano, Wiley and Lethal Bizzle.
As Massive R&B
The channel was renamed as Massive R&B on 1 June 2018, now focusing on celebrating classic hip-hop & R&B from the 1990s and 2000s, and current urban music - from US rap to UK grime. This has been the second time the name has been used for a channel owned by All Around the World, after originally launching on 15 August 2011 as a rebrand of WTF, until 27 March 2013 when it was rebranded as Planet Pop and swapped places with Channel AKA.
As Total Country
On 1 November 2018, 5 months after Massive R&B relaunched, It was rebranded as a country music channel called Total Country, celebrating country music, old and new, from Dolly Parton and Garth Brooks to Carrie Underwood, Ward Thomas and The Shires. The channel launched on Virgin Media on 8 March 2019, along with sister channel Now 90s. It was previously available via the red button on Clubland TV on the platform along with Now 80s and Now 90s until it was removed on 1 March 2018.
As Now 80s
Total Country closed on 20 November 2019 and until 27 December 2019, Now 80s used this slot since the slot that is normally used for Now 80s is used for Now Christmas.
As Now 70s
On 27 December 2019, the channel was rebranded as Now 70s, becoming the third decade-oriented channel in the Now-branded portfolio. On 26 February 2020, the channel launched on Freeview on channel 78, replacing Now 90s. It was removed from the platform on 26 May 2020, coinciding with Together increasing its broadcast hours, and returned on 8 July 2020 as an exclusive to Manchester on channel 78 and via Channelbox on channel 271. As well as various chart shows and artist battles based upon the music of the 1970s, the channel also features music from the 1960s in their Now 70s presents Now 60s programming block, in a similar fashion to how Now 80s had a 1970s programme block prior to the launch of Now 70s as a standalone channel.
Criticisms
In June 2005, the channel was fined £18,000 by Ofcom for a number of offences, including the broadcasting of inappropriate material, using premium rate telephone services in programmes, and failing to ensure a clear distinction between programmes and advertisements.
