A press release just rolled in about Pitchfork.tv, the upcoming online television channel being launched by the loved/loathed music site Pitchfork. (Here's the post on the venture at Pitchfork.) Pitchfork.tv will launch on April 7 and will have original programming, live concerts and interviews, and it will offer a different full-length feature every week. And all of this is free for viewers. Later in the year, says the post, Pitchfork.tv will be integrated with parent site.

Online music video sites have struggled to find an identity, but they tend to start from scratch. Pitchfork has gone about it the right way. First came the basic website and the reputation. The addition of the music/video blog and the imeem playlist was a perfect extension. The annual Pitchfork Music Festival solidified its place as a cultural heavyweight. Online TV seems like a natural progression, and because the Pitchfork brand is so strong it's not nearly as risky a venture as a startup like Yebo.tv.