MTV have announced plans to close all music channels after almost 30 years.
The TV channel was first launched in the US in 1981, before becoming a firm fixture in pop culture, having been tied to iconic moments in music over the years. Such moments include Michael Jackson's 'Thriller' video, as well as the famous broadcast of the Live Aid shows from 1985.
Since the show hit its peak, there has been a noticeable change in viewing habits, including music videos being consumed on YouTube and social media instead of television now.
Following the initial success in the US, a European offshoot was set up in 1987, before a dedicated UK channel was launched in 1997. This era included the release of the music video 'Three Lions' from David Baddiel and Frank Skinner.
Now, according to the BBC, it has emerged that MTV Music, MTV 80s, MTV 90s, Club MTV will stop broadcasting from December 31. However, their flagship channel, MTV HD will still remain on air. It shows reality series, including Geordie Shore, and Naked Dating UK.
A spokesperson for Paramount, MTV's parent company, declined to comment on the matter when they were approached by the BBC.
But many fans have pointed to a diminished brand identity for its ultimate demise on social media.
“Corporate-led decline of what was once the coolest brand in existence. Sad", one fan wrote on social media. “MTV was culturally and spiritually dead when it stopped airing music videos".
“Poor show,” another commented. “The 80s channel was a good channel. Sadly, the main channel seemed to concentrate on rubbish reality TV programmes.” As one user put it: “End of an era".
Eventually, the channel later branched out on the original programming with series such as Teen Mom UK and Ex On The Beach, before the main channel subsequently abandoned music videos completely in 2011, with music programming veered towards sister stations, except for the annual MTV European Music Awards, which is currently in hiatus.
Earlier this year, Paramount put the breaks on the event, in order to pursue a merger with entertainment company, Skydance Media. While a deal had been agreed in July, a decision has not been made regarding the fate of futures EMAS.
