The network gave us VJs cultural revolution and music video is fading to black in parts of the globe.
There was a time when three defined M T V.
Now after more than four decades of rewiring world pop culture.
MTV is starting to power down some of iconic music channels around globe and millions of fans it feels like saying goodbye to old mate.
If you grew up anywhere between neon 80’s and streaming 2000 MTV was not tv it ws lifestyle.
mtv shutting down music channels
It gave us Madona before social media Nirvana before YouTube and Beyone before Instagram.
It shaped fashion, music and idea of youth culture.
The Worldwide ripple effect
These changes are regional symbolsim feel global.
Europe, Africa, Asia and Latin America MTV was not only a channel.
It was gateway to global pop culture.
Million view Michael Jackson moonwalk Shakira hips or Britney debut.
It introduce youth around the globe to ideas of fashion artistic freedon and rebellion.
MTV logo still flickers on in US its internation silence will be deeply felt.
The network once defined the world youth channel is now stepping back from very thing that made it iconic music itself.
MTV parent company Paramount Global plans to shut down five MTV branded music channels in UK and parts of Europe by December 31 2025.
The channels consist of MTV Music, MTV 80 MTV 90 MTV Live and Club MTC long running networks that played nonstop hits live performances and classic throwbacks.
Paramoutn has not confirmed a global closure but industry trackers like NickAlive report similar wind downs are planned in markets consist of Slovakia and Europe regions.
mtv shutting down music channels
A Legacy not easy to forget
MTV launched in 1981 with now historic lien Ladies and gentlemen rock and roll.
The first video to air “Video Killed the Radio Star” by The Buggles was not prophetic.
It was poetic.
MTV was not broadcasting music.
It was building worldwide your identity.
The neon logos the late night countdowns the VJS who felt like mates.
TRL after school counting down Backstreet Boys and Britney videos.
Headbangers Ball at midnight when metal ruled the night.
MTV Raps giving hip hop worldwide stage.
Why Its happening
The truth is very simple the internet became MTV with YouTube, social media and TikTok giving instant access to music videos fan stopped waiting for scheduled programming.
MTV shifted toward reality shows and celebrity content and those kep brand alive they changed its DNA.
24 hour music network slowly developed into broader entertainment brand.
Its regional spin off MTV 80 and MTV Live carried the torch for old school video programming.
Its hard not to feel nostalgic and little sad.
MTV was shared experience before social media existed.
MTV is not disappearing entirely.
The MTV Video Music Awards will continue to telecast in US.
The golden age of music tv the one where you wiated by screen for premiere agrued over countdowns and fell in love with band because of video is behind us.
MTV did not play the hits.
It was hit and while music will live forever online the era of discovering it though that brave block letter logo is nearing final.
Paramount is expected to shutfown MTV music channels in countries including France, Brazil, Poland Australia according to media reports in those countries.
The closure come as the company seeks to cut cost by much as $500 m across its global portflio.
In August it close Paramount TV Studios which produce series action thriller Jack Ryan kids adventure serie sThe Spiderwick Chronicles.
The brand have presence on social media and Paramount streaming service Paramount+
According to rating from Barb MTV music channels continued to attacto audience in UK
MTV music had 1,3 million viewers in July with MTV 90 attract 949000.
The layoff affected MTV production in UK where shows Gonzo and Fresh Out UK were cancelled.
mtv music
Former MTV VJ Simone Angel told media she was really sad and Im little bit in disbelief and I know it has been long time coming.
“We need to support these artist and we all need to dance again and listen to music.”
MTV launched in US in 1981 and fledging TV channel rapidly captured the public imagination by showing pop videos ond deman presented VJS who became as popular as stars they introduce.
The world premiere of Michael Jackson thriller video 16 hour broadcast of Live Aid concerts in 1985 and the birth of MTV Video Music Awards.
A European offshoot telecast in 1987 and UK got its own dedicated channel in 1997 launching with video for David Baddiel and Frank Skinner football anthem Three Lions.
In 2011 the main MTV UK channel abonned music videos pushing all music programming to its sister station with exception of annual MTV European Music Awards.
