MTV to Shut Down UK Music Channels

Bassyonni

ago 2 hours

MTV, the pioneering 24-hour music broadcaster, will cease operations of its UK music channels by the end of this year. This decision marks the end of nearly four decades of broadcasting music videos in the UK, with five channels, namely MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live, scheduled to go dark after December 31, 2023.

Shifting Viewer Habits

This closure reflects changing viewing habits. Music videos are now primarily available through platforms like YouTube and social media rather than traditional television. Despite the shutdown of these channels, the flagship MTV HD will continue broadcasting, featuring reality series such as Naked Dating UK and Geordie Shore.

A Legacy of Innovation

MTV originally launched in the United States in 1981. The network quickly gained popularity by introducing pop videos presented by engaging video jockeys (VJs). Iconic moments included the world premiere of Michael Jackson’s “Thriller” and a 16-hour Live Aid concert broadcast.

MTV Europe began in 1987, leading to the establishment of the UK channel in 1997. The inaugural video played was the famous football anthem “Three Lions” by David Baddiel and Frank Skinner.

Influence and Impact

Many influential presenters, such as Cat Deeley and Zane Lowe, received their start on MTV. The network branched out into original programming with hits like Ex On The Beach and Teen Mom UK, becoming a cultural landmark.

Former MTV VJ Simone Angel expressed her sadness at the channel’s decline. She believes that MTV played a crucial role in uniting artists and audiences. “MTV was the place where everything came together,” Angel said.

Future of Music Programming

In 2011, the core MTV UK channel stopped airing music videos altogether, limiting music programming to its sister channels. The iconic MTV European Music Awards, a highlight of the network, currently remains on hold as the company restructures.

Global Closures and Cost-Cutting Measures

MTV channels are also set to close in countries including Australia, Poland, France, and Brazil.
This is part of parent company Paramount’s strategy to reduce costs by approximately $500 million globally.
Earlier this year, Paramount Television Studios, known for shows like Jack Ryan, was also shut down.

Despite the end of traditional music video programming, MTV remains a significant brand. The network plans to maintain its presence on social media and the Paramount+ streaming service, ensuring that it continues to resonate with audiences worldwide.

Viewership Statistics

Recent audience ratings reveal that MTV’s music channels still gather a notable number of viewers. In July, MTV music attracted 1.3 million viewers, with MTV 90s drawing in 949,000.

As MTV retires its music channels in the UK, the future of music on television remains uncertain. Industry experts and former VJs hope for a resurgence that aligns with contemporary viewing preferences.