Starting tomorrow, Sky and Virgin Media TV customers will experience a reduction in available channels, including some popular music services. This change follows the earlier announcement in October that various MTV stations would be discontinued, with just a day remaining to enjoy these well-known channels. Updated TV schedules indicate that MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live will all stop airing on December 31.
Viewers checking the television planner for upcoming programs will encounter a message stating, “This channel is now closed.”
What is the reason behind this development?
After almost four decades of broadcasting music content, MTV seems to be a casualty of the growing trend towards streaming platforms, as fewer viewers engage with traditional TV. Many individuals now prefer to consume music through platforms like YouTube or popular apps such as TikTok.
According to a source speaking to The Sun, MTV has fallen victim to the rise of streaming platforms.
“This marks a somber day for the music industry,” the source commented. “MTV, once a dominant force in the industry, now exists as a mere shadow of its former self.”
Reports suggest that MTV services in certain regions of Asia, Australia, and Latin America are also being discontinued.
Despite the closure of music-focused channels, MTV HD will continue to be available. The channel will still broadcast reality shows like Naked Dating UK and Geordie Shore.
For many years, MTV played a significant role in shaping youth culture and launching careers in music and television. Since its establishment in 1981, the channel revolutionized the consumption, marketing, and visualization of music.
The closure of MTV channels is not