MTV to axe its music TV channels in the UK

Mark SavageMusic Correspondent

MTV Europe launched in 1987, with the UK getting a dedicated channel in 1997

MTV, the world's first 24-hour music broadcaster, is to stop showing rolling pop videos in the UK after almost 40 years when it closes five channels at the end of the year.

MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live will all stop broadcasting after 31 December, the BBC understands.

However, the flagship channel, MTV HD, will remain on air, showing reality series including Naked Dating UK and Geordie Shore.

The move reflects a shift in viewing habits, with music videos largely consumed on YouTube and social media rather than television. A spokesman for MTV's parent company, Paramount, declined to comment.

MTV launched in the US in 1981 and the fledgling TV channel quickly captured the public imagination by showing pop videos "on demand", presented by enthusiastic "VJs" (video jockeys), who became almost as famous as the stars they introduced.

Groundbreaking moments in its early years included the world premiere of Michael Jackson's Thriller video, a 16-hour broadcast of the Live Aid concerts in 1985, and the birth of the MTV Video Music Awards.

A European offshoot launched in 1987 and the UK got its own dedicated channel in 1997 - launching with the video for David Baddiel and Frank Sinner's football anthem Three Lions.

Katy Perry hosted the MTV Europe Music Awards three times, in 2008, 2010 and 2013

The channel gave early breaks to presenters including Cat Deeley, Zane Lowe and Emma Willis; and later branched out into original programming with series like Ex On The Beach and Teen Mom UK.

In 2011, the main channel abandoned music videos altogether, pushing all music programming to its sister stations, with the exception of the annual MTV European Music Awards.

That ceremony - which was the scene of memorable moments including The Spice Girls' final appearance before splitting up in 1997, and Rita Ora's tearful tribute to Liam Payne last year - is currently on pause.

Paramount put the event on ice earlier this year as it pursued a merger with entertainment company Skydance Media.

The deal was approved in July, but no decision has been made about the future of the EMAs.

Paramount is also expected to close MTV music channels in countries including Australia, Poland, France and Brazil, according to media reports in those countries.

The closures come as the company seeks to cut costs by as much as $500m (£376m) across its global portfolio.

In August, it closed Paramount Television Studios, which produced series including action thriller Jack Ryan and children's adventure series The Spiderwick Chronicles.

The layoffs also affected MTV productions in the UK, where original shows Gonzo and Fresh Out UK were cancelled.

According to the latest ratings from Barb, MTV's music channels continued to attract modest audiences in the UK. MTV music had 1.3 million viewers in July, with MTV 90s attracting 949,000.

The brand will also continue to have a presence on social media and Paramount's streaming service Paramount+.