Subscribers to Sky and Virgin Media are facing a significant reduction in their channel line-up, with nine popular stations set to disappear from their electronic programme guides from tomorrow, December 31.
The End of an Era for MTV Music Channels
The most notable casualties are a suite of iconic MTV music channels. After nearly four decades of broadcasting, MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live will all cease transmission. Viewers checking their TV planners are already seeing a stark message: “This channel is now closed.”
The move signals a profound shift in how audiences consume music content. A source speaking to The Sun described MTV as “a victim of the rise of streaming,” noting it was once an “industry powerhouse” but is now a shadow of its former self. The decline in traditional linear TV viewing, with many turning to platforms like YouTube and TikTok for music videos, has driven the decision.
Not All MTV is Gone, But Children's Channels Also Axed
It is not a complete blackout for the MTV brand on these platforms. MTV HD will remain available, continuing to broadcast reality shows such as Naked Dating UK and Geordie Shore.
However, the channel closures extend beyond music. Four children's entertainment channels are also being permanently removed. The channels Pop, Tiny Pop, and their respective +1 time-shift services (Pop+1 and Tiny Pop+1) will vanish from the listings at the end of the year.
A Wider Trend Away from Traditional Broadcasting
This shake-up, first announced in October, underscores the accelerating transition from scheduled broadcasting to on-demand streaming. The reported discontinuation of MTV services in parts of Asia, Australia, and Latin America suggests this is a global strategic shift for the brand.
For a generation, MTV was instrumental in shaping youth culture and visualising music. Its retreat from dedicated linear music channels on major UK TV platforms marks the end of a significant chapter in entertainment history, driven by irreversible changes in viewer habits.
