MTV is poised to discontinue its music television channels in the UK after nearly four decades of broadcasting. At the end of this year, five channels — MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live — will cease operations, while the flagship MTV HD channel will continue to air, primarily focusing on reality shows like Naked Dating UK and Geordie Shore. This significant change is attributed to evolving viewing habits, with audiences increasingly turning to platforms like YouTube and social media for music content instead of traditional television.
Former MTV VJ Simone Angel expressed her sorrow regarding the decision, noting, “I’m really sad, and I’m a little bit in disbelief, and I know it’s been a long time coming.” She emphasized the importance of MTV as a cultural hub where music and dance brought people together, highlighting that although audiences might enjoy music online, nothing could replace the experience MTV once provided.
MTV launched in the US in 1981 and quickly gained fame for showcasing videos “on demand” and creating iconic moments in music history, such as the world premiere of Michael Jackson’s “Thriller” and the Live Aid concerts in 1985. The UK version debuted in 1997, introducing hits like “Three Lions” and boosting the careers of numerous presenters and artists.
Angel reminisced about MTV’s influential role during the 1990s, saying it was akin to being on a “school trip without any teachers,” underlining the organization’s impact on youth culture and its reach across the globe, often serving as a window into Western life for audiences behind the Iron Curtain. The channel’s departure from music programming in 2011, when it transitioned focus to reality TV, marks a pivotal moment in its history.
Despite the shifts, Angel believes there remains a vital place for music on TV, urging that the brand should not simply become synonymous with reality programming.
The long-standing MTV European Music Awards, which has hosted various memorable performances and tributes, is also currently on hiatus as Paramount navigates a recent merger with Skydance Media. The approval of this deal in July leaves the future of the EMAs uncertain.
While the conclusion of MTV’s music channels in the UK signals a poignant change in the entertainment landscape, it underscores the ongoing transformation in how audiences consume media, shifting focus towards digital platforms.