Music television in the UK and Europe has reached a poignant milestone as MTV permanently ceased broadcasting its suite of dedicated music channels just before the New Year. The move brings to a close over four decades of iconic music video programming that shaped generations.
The Final Broadcast and Channel Closures
On New Year's Eve, viewers attempting to access MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live via Sky and Virgin Media's electronic programme guides were met with a message stating the channels were now closed. The shutdown was confirmed by the nostalgic social media account 80s Kidz, which noted the symbolic end to the final broadcast.
The final song played across the channels was 'Video Killed The Radio Star' by The Buggles, the very same track that launched MTV on August 1, 1981. This full-circle moment was described by many online as a poetic and respectful bow for the broadcaster.
Viewer Reactions: Nostalgia and Criticism
The announcement sparked a wave of nostalgia and reflection on social media platform X. One user lamented, "End of a generation. Modern day kids won't appreciate or understand how this channel created their parents." Others shared fond memories of witnessing iconic music videos for the first time, from Prince in 'When Doves Cry' to the epic guitar solo in Guns N' Roses' 'November Rain'.
However, a significant portion of the reaction criticised MTV's own evolution, arguing the writing had been on the wall since the main channel drastically reduced music video content in favour of reality television around 2008. "If they’d have stuck with JUST music videos they’d be as popular as ever…instead they went to outrageous 'reality' TV shows that were intolerable," one user fumed. Another concurred, stating that greed and shifting technology, coupled with the pivot away from music, led MTV to "destroy itself years ago".
The Business Decision and Wider Impact
The closure is part of wider cost-cutting measures by MTV's parent company, Paramount Global, which last year announced plans to slash $500 million in costs across its portfolio. Following the shutdown, the MTV HD channel will now be devoted solely to reality television and films.
This is not the only change affecting UK television listings. Four children’s channels – Pop, Tiny Pop, Pop+1, and Tiny Pop+1 – are also set to close by the end of the year. In total, nine channels will disappear from Sky and Virgin Media, signalling a significant shift in the broadcast landscape as viewers continue to migrate to digital streaming platforms like YouTube, TikTok, and Spotify.
