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Mark Savage, the Music Correspondent, reported that MTV, the renowned 24-hour music broadcaster, will cease airing continuous pop videos in the UK after nearly four decades when it shuts down five channels by the end of the year. The channels being closed are MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live after December 31, as per BBC sources. However, the channel’s flagship, MTV HD, will continue showcasing reality series such as Naked Dating UK and Geordie Shore. This decision reflects the changing viewing habits, as music videos are now predominantly consumed on platforms like YouTube and social media rather than traditional television. Paramount, the parent company of MTV, declined to provide any comments regarding this development.
Simone Angel, a former MTV VJ, expressed her profound sadness at the news, stating that she finds it hard to believe even though she knew this was inevitable. She emphasized the importance of supporting artists and the joy of dancing and listening to music, expressing her grief over losing the place where everything used to converge. MTV’s inception in the US in 1981 marked a groundbreaking era in television as it offered pop videos on demand, hosted by enthusiastic “VJs” who became almost as popular as the artists they introduced. Notable milestones include the debut of Michael Jackson’s Thriller video, the Live Aid concerts broadcast, and the launch of the MTV Video Music Awards.
Acknowledging the wild and fun times during her tenure at MTV Europe and MTV UK in the 1990s, Angel reflected on the incredible influence the channel wielded globally. She recounted a fascinating anecdote where former Soviet leader Mikhail Gorbachev credited MTV for its impactful role on the youth culture in Eastern Europe during the 80s. Despite the shift towards reality TV programming, Angel asserted that there is still a place for music on television, emphasizing the need to evolve with the changing times without sacrificing the essence of what MTV represents.
Paramount’s decision to shut down MTV music channels in multiple countries, including Australia, Poland, France, and Brazil, aligns with the company’s efforts to reduce costs by up to $500 million across its global network. The closures also extend to other divisions within Paramount, such as Paramount Television Studios, which produced acclaimed series like Jack Ryan and The Spiderwick Chronicles. Despite this restructuring, MTV music channels in the UK continued to maintain modest viewership figures, with MTV music attracting 1.3 million viewers in July and MTV 90s garnering 949,000 viewers. The brand will uphold its presence on social media platforms and Paramount’s streaming service Paramount+
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