MTV is set to close five of its UK music channels at the end of the year, marking the end of an era for the network that once defined music television. The channels affected are MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live, which will all cease broadcasting after December 31. However, the flagship channel MTV HD will remain on air, continuing to show reality series such as Naked Dating UK and Geordie Shore.
The decision reflects a significant shift in viewing habits, with music videos now predominantly consumed on platforms like YouTube and social media rather than traditional television. A spokesman for Paramount, MTV's parent company, declined to comment when approached by the BBC. Fans have expressed disappointment on social media, with many pointing to a diminished brand identity. One user wrote: 'MTV was culturally and spiritually dead when it stopped airing music videos. Corporate-led decline of what was once the coolest brand in existence. Sad.'
MTV launched in the US in 1981 and quickly became a pop culture staple, known for iconic moments such as the premiere of Michael Jackson's 'Thriller' video and the 16-hour broadcast of Live Aid in 1985. A dedicated UK channel followed in 1997, launched with the video for David Baddiel and Frank Skinner's 'Three Lions'. Over time, MTV branched into original programming like Ex On The Beach and Teen Mom UK, and in 2011 its main channel stopped airing music videos entirely, directing music content to sister stations except for the annual MTV European Music Awards (EMAs), which is currently on hold.
Paramount paused the EMAs earlier this year as it pursued a merger with Skydance Media. While a deal was approved in July, no decision has been made about the future of the awards. The company is also expected to close MTV music channels in other countries, including Australia, Poland, France and Brazil. The news comes shortly after MTV temporarily brought back round-the-clock music videos ahead of this year's VMAs.
