Lisa Mugo
Paramount Global, the parent company of MTV, has decided to shut down some of MTV’s channels across Europe by the end of December.
According to Paramount, the tough decision was made as part of a broader strategy to reduce costs and adapt to changing viewer habits. The rise of digital platforms and streaming services has led to a decline in traditional TV viewership, making it challenging for music-focused channels to maintain their relevance.
According to the BBC, the music TV channel is closing five stations in the UK, including MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live on December 31.
As streaming platforms like YouTube, Spotify, Apple Music, and TikTok exploded, the need for a TV music channel decreased. Audiences wanted on-demand content, making traditional music TV channels less relevant. This has also pushed artists to turn towards streaming platforms as opposed to broadcast TV.
MTV adapted by pivoting toward reality TV, influencer programming, and social commentary, but the music channels themselves faced declining viewership.
Launched in 1981, MTV became the very first 24-hour broadcast music channel. It shaped the music industry through defining moments, such as the MTV Video Music Awards, launching a lot of artists’ careers, including Michael Jackson, Britney Spears, and Madonna.
In Africa, MTV has also given various artists an international platform, including Tiwa Savage, Diamond Platnumz, Burna Boy, and D’banj. MTV didn’t just play music videos and launch careers; it shaped trends in fashion, language, and lifestyle.
Some iconic MTV moments that shaped pop culture include:
- Madonna’s MTV VMA’s performance- Performing alongside Britney Spears and Christina Aguilera, the three dressed up in wedding attires and kissed mid performance, a viral moment that is still talked about to date.
- Michael Jackson paving the way for black artists- Until the King of Pop’s ‘Billie Jean’ dropped, black artists were rarely featured on MTV.
- Reality TV revolution- With shows like Geordie Shore, MTV Cribs and Teen Mom, the broadcast channel defined reality TV.
- MTV Europe Music Awards & African Artists- This gave a platform to African artists who were introduced to an international audience.
- MTV’s Social & Political Moments- With shows such as MTV Shuga, the broadcast channel was not only entertaining but educational.
- MTV Base Africa- Launched in 2005, this gave African artists a massive platform as it focused mainly on African music and collaborations.
Though traditional music channels may fade, MTV’s spirit lives on in digital platforms, streaming services, and the artists it helped elevate. Its impact reminds us that culture evolves, but the moments that move us, remain timeless.
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