Pitchfork to launch its own version of MTV

The music Web site Pitchforkmedia.com announced Tuesday that it will launch its own version of MTV on April 7 dedicated to independent music.

The Web site attracts more than 200,000 visitors a day and is widely recognized as the most influential music destination on the Internet. For the last two summers the Pitchfork Music Festival has attracted tens of thousands of fans from around the world to Union Park on the West Side to see the site’s hand-picked bands in concert.

Now Pitchfork says it will take that tastemaking role into the world of video, with pitchfork.tv set to air “original mini-documentaries, secret rooftop and basement sessions, full concerts, exclusive interviews, and the most carefully curated selection of music videos online,” according to the Web site.

The site also says it will air full-length feature films and allow viewers to create personal play lists.

greg@gregkot.com