Pitchfork to Launch Its Own Online TV Channel Next Month

Chicago-based Pitchfork, ye olde guardian of all things indie rock and general critical force to be reckoned with, is launching Pitchfork.tv on April 7. When we first saw the press release hit our inbox, we admit our initial reaction was one of great skeptical cynicism. Recently Pitchfork gave a rather naked endorsement to a video game that they just happened to choose the soundtrack for, so the move in to territory dangerously similar to MTV-land seemed like another step towards the ramp at the edge of the shark tank.

But a closer look at the new channel's offerings actually intrigue us. They'll be running week long engagement of cool rock docs and tour films, on subjects ranging from the likes of The Pixies to G.G. Allin. Interview shows with Mastodon, day long mini-documentaries with bands like Man man, and recent concerts by folks like jay Reatard seem to indicate Pitchfork is actually trying to create an alternative to the heavily branded -- and largely music free -- territory that makes up most of terrestrial music television.

Pitchfork is also promising that its offerings will be hi-res and full-screen capable, and all content will be available on-demand. If this is really the case, then we have to admit we're pretty excited about the possibilities of this new "TV" channel.