By Jeff Luce, Parade | As MTV, Music Television, told the world in the opening minutes of its first broadcast, video killed the radio star. And 44 years later, YouTube, TikTok, and shifting tastes have finally killed the iconic video star-maker.
While the MTV brand isn’t disappearing entirely, a defining piece of it is. By the end of the year, MTV’s remaining 24-hour music channels will shut down globally across multiple regions, closing a chapter that’s been open since the early days of cable television.
The shutdown affects MTV’s dedicated music channels, although the main MTV network will continue airing reality and pop culture programming. In the U.K. and parts of Europe, channels like MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live are being removed from Sky and Virgin Media lineups. In the U.S., remaining music-only MTV feeds carried by regional cable providers are also slated to go dark as contracts expire. It’s a broad pullback, not a single switch flip, but the result is the same.
There’s a lot of history wrapped up in this industry move. For decades, these channels were the closest thing music fans had to a shared living room. People waited for new video drops from their favorite artists. In its heyday, a video on MTV could make or break a band.
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Go here to read more – and about the various VJs that you loved and knew:
https://www.msn.com/en-us/music/news/the-mtv-you-remember-is-now-officially-gone-after-44-years/ar-AA1T96u9?ocid=hpmsn&cvid=6950a71c408e46658010a7ebf8a10c72&ei=119