Sky and Virgin Media TV customers will soon find a reduction in available channels starting tomorrow, impacting popular music services. In a development first disclosed in October, several MTV stations are slated to go off the air, with just 24 hours remaining before these beloved channels bid farewell. Updated TV schedules confirm that MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live will halt their broadcasts on December 31.
Users checking the TV planner for upcoming programs are greeted with a message indicating the closure of these channels.
The shift towards streaming seems to be the driving force behind this change, as MTV, after close to four decades of music television, is facing a decline in viewership on traditional TV platforms. Many individuals now prefer platforms like YouTube and social apps such as TikTok for their music consumption.
According to a source speaking to The Sun, MTV is feeling the impact of the streaming trend. The source described it as a somber day for the music industry, highlighting how MTV, once a dominant player, now pales in comparison to its former stature.
Reports suggest that MTV services in parts of Asia, Australia, and Latin America are also facing discontinuation. However, amidst the closures of music-focused channels, viewers can still enjoy MTV HD, which will continue airing reality shows like Naked Dating UK and Geordie Shore.
Having played a pivotal role in shaping youth culture and launching numerous music and TV careers since its inception in 1981, MTV’s closure marks a significant shift in how music was consumed, marketed, and presented.
The changes extend beyond MTV, with four children’s TV channels—Pop, Tiny Pop, Pop+1, and Tiny Pop+1—being permanently removed from the listings by the year’s end. In total, nine channels will vanish from Sky and Virgin Media TV.