MTV’s long era of music television in the UK is coming to an end.
The broadcaster will shut down all its dedicated music TV channels, including MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live, after December 31, BBC News understands.
But the flagship channel MTV HD will remain on air, targeting reality shows like Naked Dating UK and Geordie Shore.
It is a significant change in viewing patterns as audiences increasingly look to YouTube and social media to view music videos. Paramount, MTV’s parent group, refused to comment on the move.
“It breaks my heart,” says ex-VJ
Former MTV VJ Simone Angel was in deep sorrow regarding the shutdown, stating she was “really sad and a little bit in disbelief.”
“We have to support these artists and we all have to dance again,” Angel declared. “MTV was where everything came together. It really does break my heart.”
MTV’s golden era
MTV originally premiered in the United States in 1981, changing the way individuals listened to music by playing music videos presented by “VJs” (video jockeys) who were celebrities in their own right.
The early years of the network featured cultural touchstones such as the world premiere of Michael Jackson’s “Thriller”, a 16-hour broadcast of Live Aid in 1985, and the creation of the MTV Video Music Awards (VMAs).
MTV launched in Europe in 1987, and MTV UK debuted in 1997, opening with the classic video Three Lions by Frank Skinner and David Baddiel. It contributed to the launching of the careers of show presenters such as Cat Deeley, Emma Willis, and Zane Lowe over the decades and went on to branch out into successful shows such as Ex On The Beach and Teen Mom UK.
The cultural impact
Simone Angel, who was employed by MTV Europe and MTV UK throughout the 1990s, remembered the “wild” environment of the early days of the channel.
“It was like being on a school trip with no teachers,” she said. “MTV Europe was actually the precursor to the internet. We had a 100-150 million audience.
Angel also recalled a anecdote about the late Soviet leader Mikhail Gorbachev, who had told MTV executives that the network was having an impact on young people in the Soviet bloc. “He said, ‘Music did more than missiles,’ because MTV Europe exhibited youth culture and Western life outside of propaganda,” Angel said.
“MTV shouldn’t just be reality TV”
Although the shows have closed, Angel thinks music does have a place on TV, encouraging the brand not to lose its core. “It’s one of the world’s most recognisable brands. Why waste that? MTV isn’t just reality TV, it’s music and culture.”
MTV UK ceased playing music videos on its flagship channel in 2011, shifting them to its ancillary channels. The MTV European Music Awards (EMAs) also hang in the balance after being suspended this year as part of Paramount’s merger with Skydance Media, which was approved back in July.
Global cuts and redundancies
MTV closures in the UK echo counterparts in Australia, Poland, France, and Brazil, as Paramount seeks to slash $500 million in costs globally.
The company also closed down Paramount Television Studios in August, which produced Jack Ryan and The Spiderwick Chronicles, as UK-based MTV productions such as Gonzo and Fresh Out UK were axed.
MTV’s UK music channels continued to attract small numbers of viewers in July, according to Barb ratings, 1.3 million watched MTV Music, and 949,000 tuned in to MTV 90s.
In spite of the shutdowns, MTV will still linger online on social media and Paramount+, maintaining its online presence while its music TV days are closing.
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