MTV (sometimes called MTV Europe) is a pan-European pay television network launched on 1 August 1987. Initially, the channel served all regions within Europe being one of the very few channels that targeted the entire European continent. Today, the channel only serves a selection of European countries as ViacomCBS Networks EMEAA began to regionalise its network in 1997.
MTV began as MTV Europe under a co-operative agreement between Viacom, BT and Robert Maxwell, which lasted until 1991 when Viacom took over full ownership. MTV is wholly owned and operated by ViacomCBS International Media Networks Europe.
Since its premiere, MTV revolutionized the music industry. Slogans such as "I want my MTV!" became embedded in the concept of the VJ was popularized, the idea of a dedicated video-based outlet for music was introduced, and both artists and fans found a central location for music events, news, and promotion. MTV has also been referenced countless times in popular culture by musicians, other TV channels and shows, films and books.
1987-1997 - One MTV for the whole of Europe
From its launch in 1987 and until its break-up into different MTV stations across Europe in 1997, MTV Europe became famous for its VJs who came from all over Europe (plus Pip Dann, a New Zealander), who used to introduce videos and programs round the clock in English.
- MTV Europe launched on the 1st of August 1987 from Amsterdam, Netherlands with a live performance from Elton John and was transmitted from AirTV in Camden Town, London. It kicked off in Denmark, Germany, Finland, the Netherlands, Sweden, Switzerland and the United Kingdom.
- With similar tongue-in-cheek humour as the 1981 launch of MTV in the U.S. (where the first video was the Video Killed the Radio Star by The Buggles), the first video shown was Money for Nothing by Dire Straits, which, appropriately, starts and finishes with repetition of the line "I want my MTV", voiced by Sting.
- MTV shows at this time included MTV's Greatest Hits, Headbangers Ball, MTV's Most Wanted with Ray Cokes, The Big Picture (movie releases), The Pulse (fashion and style), 120 Minutes with Paul King and the MTV Coca-Cola Report with Kristiane Backer (music news, interviews and tour dates).
- MTV bought Breakfast Television Centre in Hawley crescent, Camden Town the former headquarters of ITV's now defunct breakfast television company, TV-am in 1993.
- MTV always had its Transmission Centre in London - having been launched in August 1987 from the Chrysalis TV owned Air TV facility.
- MTV became something of a pioneer in Europe when in 1995 it began to broadcast using digitally compressed transmissions.
- From 1993 to 1996, MTV was broadcast on Russian TV channels 2x2, TV-6, Muz-TV, Seti-NN etc.
1997-2010 - The regionalization of MTV in Europe
In 1997, MTV Networks Europe began to regionalize its MTV feed in a number of areas in Europe.
- In March 1997, MTV Central (Central as in Central Europe) was launched as a German-speaking MTV music channel available in Germany and Austria. It was initially broadcast out of Hamburg before moving to Munich and finally Berlin. MTV Central later was renamed MTV Germany.
- On 1 July 1997, MTV UK & Ireland launched, followed by MTV Italia in September. MTV Nordic for Scandinavia launched in June 1998 and MTV Russia for Russia launched on 25 September 1998. Since 2000, MTV Networks Europe launched other regional channels across the continent. MTVF for France launched in June, followed by MTV Polska in July and both MTV España and MTV NL in September.
- In May 2002, the channel re-branded as 'MTV European'. In August 2007, it moved its editorial base from London to Warsaw, Poland, though still beaming its signal from MTV Networks Europe's London headquarters.
- Prior to 1 August 2010, MTV provided a unique mix of popular culture programming along with music videos.
- As of 1 August 2010, European's MTV has controversially removed its core music programming and replaced it with reality based programming from the US MTV channel.
- MTV is aimed at viewers aged around 16-35, it reaches more than 100 million households in 43 territories.
- The channels broadcast centre is located in Prague, Czech Republic (previously London) and programming produced at MTV Networks headquarters in Warsaw, Poland.
- In July 2011, MTV rebranded its channel utilizing a new logo and idents.
- In August 2012, MTV suspended from programing all of the broadcast charts.
- In January 2013, three charts are back on MTV - Hitlist UK, Base Chart and Dance Floor Chart
- In Summer 2015, MTV rebranded the channels identity focusing on MTVBump.com initiative and allowing more social friendly idents created by MTV viewers.
- In December 2017, MTV received a new on-air look similar to the Latin American MTV and Brazilian MTV which launched in August. Other local MTV channels across Europe began to use a similar on-air branding also.
- In June 2018 MTV removed MTV Only hits and replaced it with M is for Music (through the morning until 7 am with MTV Breakfast Club).
- Since November 2018 MTV Breakfast club is on air until 8 AM and M is for Music Through the noon was shortened to 1 hour.
- The same time was M is for Music (evening music video block) was moved from 6 PM to 4 PM and evening block Euro top chart was moved from Saturday to Friday.
- Since June 2019 there is MTV Breakfast club Monday to Saturday between 6 and 8 AM CET on air. On Sunday is MTV Breakfast club replaced with Euro top chart.
- The same time all others music video blocks through the day are removed (only Euro top chart on Friday between 9 and 11 AM remains).
- Since June 2019 all music videos are on air only until 8 AM CET with exception of Euro Top chart on Friday between 9 and 11 AM.
- All others daily music video blocks are replaced with MTV original reality and lifestyle shows like Siesta key, Teen mom or Catfish and others.
As of 2018, MTV Europe serves the following territories:
- Bosnia and Herzegovina
- Czech Republic
- Faroe Islands
- North Macedonia
Free-to-air satellite transmissions
MTV Germany was available FTA on Astra 19,2E, but it became encrypted on January 1, 2011. Until August 2015 the Italian MTV-station was free to air available on Eutelsat 12 West A. However, with the take-over of Sky Italia of this channel, it has been rebranded TV8. MTV Italia has become an exclusive Sky-channel only for subscribers. On 23 December 2017 MTV Germany turned itself into a free-to-air channel.
- Euro Top Chart
- MTV Breakfast Club
- M is for Music
- MTV Movies
- MTV Asks
Former Local Shows
Award Shows and Live Music Specials
- Most Wanted
- MTV News
- European Top 20
- Yo! MTV Raps
- MTV Live
- MTV Unplugged
- World Chart Express
- The Lick with Trevor Nelson
- Lick Shots
- HitList UK
- MTV Mono
- Chill Out Zone
- Party Zone
- Alternative Nation
- MTV Post Modern
- Headbangers Ball
- Dance Floor Chart
- So '90's
- MTV's Greatest Hits
- MTV Amour
- Total Request Live
- 3 from 1
- Top 10 at 10
- MTV Alarm
- Number One Hits
- Summer of MTV
- Select MTV
- Nordic Top 5
- Top Selection
- The Fridge
- Data Videos
- Hanging Out
- MTV Hot
- Global Groove
- Total Request
- The Late Lick
- MTV Video Clash
- MTV Hitlist
- MTV Startrax
- The Soul of MTV
- Music Mix
- Roulette MTV
- Non Stop Hits
- Music Non Stop
- Morning Mix
- Night Videos
- Saturday Night Music Mix
- Sunday Night Music Mix
- Ray Cokes (1987–1996) Cokes & Vanthilt, Ray's Requests, Most Wanted, X-Ray Vision, MTV at the Movies, The Big Picture, European Top 20, MTV's Greatest Hits
- Simone Angel (1990–1998) Party Zone, MTV Dance, Dance Floor, Club MTV, Dance Floor Chart, European Top 20, MTV's Greatest Hits, Dial MTV
- Paul King (1989–1994) MTV's Greatest Hits, 120 Minutes, MTV News, Morning Mix, HitList UK, XPO, First Look, Dial MTV
- Pip Dann (1988–1994) MTV Prime, Post Modern, MTV at the Movies, The Big Picture, Dial MTV, Music Non Stop, European Top 20, HitList UK, XPO, MTV's Greatest Hits, MTV Coca-Cola Report, MTV News, First Look, RockBlock
- Maiken Wexø (1987–1992; 1993) Pure Pop, MTV Coca-Cola Report, European Top 20, MTV News, XPO, MTV Prime
- Marcel Vanthilt (1987–1990; 1991) Cokes & Vanthilt, 120 Minutes, XPO, Most Wanted
- Sophie Bramly (1987–1991) Yo! MTV Raps
- Chris Salewicz (1987–1993) MTV News, Reverb
- Nunu (1990) Awake on the Wild Side
- Sonya Saul (1990-1992) MTV News, XPO
- Terry Christian (1991) XPO, Morning Mix
- Richie Rich (1993-1994) The Soul of MTV, MTV's Greatest Hits, HitList UK
- John Dunton-Downer (1987-1997) 120 Minutes, The Big Picture (producer)
- Steve Blame (1987–1994) MTV News, Reverb, Take the Blame, Pure Pop, MTV Coca-Cola Report, First Look
- Vanessa Warwick (1990–1997) Headbangers Ball, RockBlock
- Kristiane Backer (1989–1996) European Top 20, MTV Coca-Cola Report, MTV's Greatest Hits, Awake on the Wild Side, XPO, Party Zone, Headbangers Ball, RockBlock
- Rebecca de Ruvo (1991–1995) Dial MTV, Awake on the Wild Side, MTV Prime, European Top 20
- Marijne van der Vlugt (1991–1996; 2013; 2015; 2016) The Pulse, MTV Coca-Cola Report, Alternative Nation, 120 Minutes, Post Modern, European Top 20, Dial MTV, Music Non Stop, MTV Europe Music Awards 2013-2015-2016 (voice-over)
- Davina McCall (1987; 1992–1998) Hanging Out, HitList UK, MTV Coca-Cola Report, MTV's Greatest Hits, European Top 20, First Look, Music Non Stop, Most Wanted, Party Zone, MTV Dance, Cinematic, Singled Out, The End?
- Lisa I'Anson (1993–1996) The Soul of MTV, MTV News, HitList UK, Hanging Out, European Top 20, Music Non Stop, Party Zone
- Ingo Schmoll (1993–1996) Morning Mix, MTV News, First Look, MTV's Greatest Hits, European Top 20
- Enrico Silvestrin (1993–1997) Select MTV, Hanging Out, European Top 20, Dial MTV
- Hugo de Campos (1994–1997) Stylissimo, Dial MTV, European Top 20, Music Non Stop, First Look, Hanging Out, The End?
- Maria Guzenina (1994–1997) KickStart, Awake on the Wild Side, Morning Mix, Music Non Stop, European Top 20, MTV's Greatest Hits, MTV Amour, MTV at the Movies
- Carolyn Lilipaly (1994–1998) MTV News, HitList UK, The Big Picture, MTV Winter Parties
- Miles Hunt (1994-1995) 120 Minutes
- John Kearns (1995–2012) MTV News, The Big Picture, MTV Europe Music Awards (voice-over)
- Toby Amies (1995–1999) Alternative Nation, MTV News, MTV Hot
- Eden Harel (1995–2000) European Top 20, Select MTV, Dance Floor Chart, Hanging Out, Dial MTV
- Kimsy von Reischach (1995-1998) First Look, European Top 20, MTV's Greatest Hits, MTV Winter Parties, Hanging Out
- Julia Valet (1996–1997) Superock, MTV Hot
- Nikolai (1996) MTV's Greatest Hits, European Top 20, HitList UK, Morning Mix
- Boris (1996-1997) European Top 20, MTV Snowball, First Look
- Christian Ulmen (1996–1997) MTV Hot
- Crispin Somerville (1996-1997) Select MTV, HitList UK, Hanging Out
- Camila Raznovich (1996–1998) MTV Amour, Hanging Out, MTV Summer Festivals, MTV Beach House
- Lily Myrhed (1996-1998) HitList UK, MTV Winter Parties, Awake on the Wild Side, Morning Mix
- Lars Oostveen "Vico" (1996-1999) Select MTV, Dial MTV
- Thomas Madvig (1996-1999) Select MTV, MTV News
- Katja Schuurman (1997-2000) So 90's
- Melanie Sykes (1997) HitList UK
- Cat Deeley (1997–2002) HitList UK, Stylissimo, MTV News, MTV Amour, Dance Floor Chart
- Ulrika Eriksson (1998-2003) MTV News, Select MTV, HitList UK, Nordic Top 5, MTV:New, Morning Glory
- Kicki Berg (1998–2006) MTV News, Select MTV, European Top 20, Nordic Top 5, Dance Floor Chart, Top Selection, MTV Supermercado
- Trevor Nelson (1998-2004) The Lick
- Trey Farley (1999-2000) Select MTV, MTV News
- Lars Beckung (1999–2006) MTV:New, Select MTV, Nordic Top 5, MTV News, Morning Glory, MTV Source, This Is Our Music
- Neil Cole (2000–2004) The Fridge, MTV News, Select MTV, European Top 20, World Chart Express, MTV:New
- Joanne Colan (2000–2004) MTV News, European Top 20, MTV Movie Special, Select MTV, MTV:New, MTV Top 20 Countdown, MTV's Winterjam, MTV Presents
- Fleur van der Kieft (2000–2002) Top Selection, Select MTV
- Frederique Bedos (2001) Select MTV
- Erickka Jones (2001) MTV Top 20 Countdown
- Mimi Kalinda (2001-2002) Dance Floor Chart, World Chart Express, Top Selection, Select MTV, The Fridge
- Ina Geraldine (2003–2004) Euro Top 20
- Becky Griffin (2003-2005) Dance Floor Chart, World Chart Express
- Amelia Hoy (2004–2005) Euro Top 20, Up North
- Axl Smith (2004-2007) Spanking New, Axl Meets, MTV at the Festivals
- Pernille Fals Bahrt (2005-2007) MTV News
- Archie Archibald (2005-2006) MTV News
- Charlotte Thorstvedt (2005–2009) Euro Top 20, Spanking New
- Jason Danino-Holt (2006) Switched On
- Shire Raghe (2006-2009) MTV News, SuperStar Saturday
- Freya Clausen (2007-2009) Fahrenheit, Spanking New, MTV News, MTV Source
- Janika Nieminen (2008-2010) MTV Overdrive, SuperStar Saturday
- Matthew Bailey (2009–2010) Euro Top 20
- Viacom Gets MTV Europe - New York Times
- Chalaby, Jean K. (2009). Transnational Television in Europe: Reconfiguring Global Communications Networks. I.B.Tauris. p. 29. ISBN 9780857717474.
- Chalaby, Jean K. (2009). Transnational Television in Europe: Reconfiguring Global Communications Networks. I.B.Tauris. p. 210. ISBN 9780857717474.
- "Mtv europe dropping long time shows". digitalspy.co.uk.
- "New AUGUST schedules for MTV European". MTV European website. Archived from the original on 13 February 2013. Retrieved 11 January 2014.
- "MTV EMA". EMA.MTV.