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MTV (British and Irish TV channel)

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MTV UK and Ireland
Ownership
OwnerMTV Networks Europe

MTV UK and Ireland is a version of MTV Europe which serves the United Kingdom and Republic of Ireland. It debuted on July 1, 1997 as part of MTV’s localisation strategy which saw local MTV’s in Germany (March 1997) and Italy (September 1997). MTV UK & Ireland was avaliable for free through out Europe when available on Astra 1A satellite. With the arrival of digital television in Europe, MTV UK & Ireland is now only available on Sky Digital and other digital/cable networks serving both regions.


MTV Networks UK & Ireland is based at Camden, London, UK (with a regional office in Dublin, Republic of Ireland) which is also home to MTV’s pan European channels MTV2 Europe, MTV Base, MTV Flux, MTV Hits and MTV Dance, MTV Nordic, MTV Spain and MTV Portugal and non-MTV branded MTVNE output such as VH1 and TMF. Also at ‘MTV Studios’ a premises located in Leicester Sqaure (London). MTV’s localisation strategy in 1997 saw localised versions of its pan-European shows such as Select MTV, News Weekend Edition, European Top 20, The Lick, Dance Floor Chart, MTV Live, Up 4 It, US Top 20, MTV Hitlist, MTV News Updates, Bytesize, Top Selection, the Web Chart, News Daily Edition, Non-Stop Hits and Brand New for the Irish and UK market. On July 1, 1999 – MTV UK & Ireland went under a major revamp. The channel began to be called MTV UK by its presenters instead of MTV UK & Ireland resulting in the neglect and promotion of Irish music and artists. The channel would later adopt the slogan “The Number One Music Channel” which at that time it was the number 1 rated music channel in both terroitiories (2000). MTV was also critised for adopting many on-screen graphics at this time. Also at this time MTV launched MTV Hits (formly MTV Extra), MTV2 Europe and MTV Base ; which would later see MTV UK & Ireland show less music programming and more reality based tv programming. MTV UK & Ireland’s most popular presenters include UK presenters Donna Air (MTV Select), Edith Bowman (MTV News), Tim Kash (MTV News) , Alex Zane (Screenplay) and Emma Griffiths. Irish presenters included Emma Ledden (MTV News), Dannan Breathnach (MTV Select) and DP plus and New Zelander Zane Lowe (MTV Brand New now seen on MTV2 Europe’s Gonzo).

MTV in Ireland MTV US was avaibable for a limited number of hours each day in Ireland during the mid 1980s through cable television. MTV Europe later launched in Ireland in 1987. In October 1999 – MTV recorded The Corrs Unplugged in County Wicklow, Ireland In November 1999 – MTV produced ‘Resident in Dublin’ in a week long celebration, inancipation of 1999 MTV Europe Music Awards taking place in the Irish capital it saw MTV’s pan-European progamming air live from Dublin. Which also produced an MTV Live special presenting viewers a look at some of Ireland’s newest artists such as David Kitt, Paddy Casey, Snow Patrol and many more. In March 2001 – MTV launched ‘MTV Crashes Dublin’ a week long event which saw its hits shows such as the Lick, Select MTV and MTV Live from Dublin. In Summer 2002 – MTV launched ‘Face of MTV’ with Ballygown a promo to find an Irish face for MTV. (Some confusion surrounded this campaign people beliving that MTV were looking for an Irish presenter for the launch of an Irish MTV channel). Later the winner of the competition won the chance to appear in an MTV advert which aired in September 2002 launching a camapign for the 2002 MTV Europe Music Awards in Barcelona. (www.ballygowan.ie/mtv) In February 2004, MTV launched a separate advertising feed for the Irish market presenting the MTV ‘Sheep’ Campaign – MTV teamed up with Irish rock band The Chalets to record a song for MTV promos specifically for the Irish market. The campaign advertised ‘MTV in Ireland’ which was designed by Chemistry (www.chemistry.ie). In July 2005 and 2006 - MTV Networks Europe has supported ‘ Oxegen’, Europe’s largest festival located in Ireland - 2 days, which 80 artists and more than 80,000 people attend the event each year. The event is part of MTV Europe’s coverage of summer festivals including Denmark’s Roskilde and Germany’s Rock Am Ring. In 2006 MTV confirmed that it would also support the Hi Fi Festival. With the growth in advertising revenue from the Irish market MTV is planning to launch a fully integrated Irish MTV channel in the near future. MTV in Ireland faces its first major competition with the launch of Irish music channel Bubble Hits on August 14, 2006. MTV in UK MTV has presented local events in the UK also, with MTV presenting it shows from Machester in 2000, Edinburgh in 2003. Since its launch MTV as presented the Lick Tour and the Dance Floor Chart UK tours which eneded in 2000. MTV Base continues to present live music specials throughout the UK. The UK has presented the Europe Music Awards twice, firstly in London in 1996 and Edinburgh in 2003. MTV was looking at Belfast as a potential sight for the 2005 or 2006 EMA’s put they lost out to Rome in 2005 and Copehagen in 2006. Availablity MTV is available on Sky digital platform both in the UK & Ireland. While in the UK on NTL and Telewest. Republic of Ireland on UPC Ireland (formly known as Chorus and NTL Ireland), Crossan Cable (who also provide MTV Germany and VIVA) and Magnet Networks. Shows on MTV UK and Ireland 1997 – 2001 MTV Select, Hitlist UK, Weekend Edition, Brand New and many more. 2001 MTV adopts MTV’s global campaign of showcasing reality tv programming from MTV US and abandoning its local progamming such as Select MTV, MTV News and Brand New. 2003 Total Request Live from London was launched then later axed in 2005 due to the lack of creativity, poor presenting and lack of real music offerings and of course an audience. 2003 – 2005 Other local shows include Dirty Sanchez (also known as Team Sanchez on MTV2 in the US). 2006 MTV Select is re-launched on July 24, 2006. (This has lead to the hope that MTV might actually start making more music shows as seen on MTV from 1997 to 1999). • In 2006 the MTV UK schedule (Also known as MTV UK & Ireland) is still heavily influnced by American MTV which shows such as Celebrity Deathmatch, Cribs , Date My Mom , Jackass , MADE to name a few making up the the majority of its schedule. While also producting Euro Top 20, MTV Select, 1 Leicester Square and MTV News as its only local programming for the time being …..

Criticism MTV UK has recently been under fire as it no longer airs any daytime music videos, outside of parts of a few shows like MTV Select and Making the Video and MTV Playlist being shown on and focuses primarily on MTV produced reality shows such as The Osbournes and Punk'd. Many argue, however, that as MTV runs nine music channels in the UK and Ireland, it has delegated music videos to its genre channels in a bid to differentiate itself from the competition of the fourteen other music video-oriented channels. Videos are also often played between other shows and at night. The channel has also been attacked for over-use of on-screen graphics, such as logos, programme promotion and countdown timers, and its electronica-themed genre channel MTV Dance is often derided for playing a lack of dance music during the day, preferring a mix of pop-dance, pop, and R&B. Ironically, the channel has also been criticized for lacking programming[2]. Many complain at the lack of local music being played on the channel from both Ireland or the UK. Others complain that the Irish music market has been totally ignored by MTV Networks Europe leaving Westlife, U2 and Sinead O’Connor being the only Irish artists representing the market and ingnoring artists such as Gemma Hayes, The Chalets, Bell X1, Nina Hynes, Namiee Coleman, Turn, David Holms, Snow Patrol, Damien Rice, David Kitt, and many others. Lack of localised programming has lead to a drop in viewers watching MTV and moving towards. Spinoff Channels [edit] MTV Hits Main article: MTV Hits Launched on May 1st 2001, MTV Hits is a channel which plays non-stop chart music videos. Formly known as MTV Extra [edit] MTV Base Main article: MTV Base MTV Base is a channel which plays hip hop, R&B and rap music as well as corresponding programming to those genres of music. July 1999 [edit] MTV Dance Main article: MTV Dance MTV Dance is MTV's dedicated dance music channel with music videos and programming of underground and mainstream dance tracks. [edit] MTV2 Main article: MTV2 Europe MTV2 is a channel dedicated to alternative rock music, with other commercial mainstream music types found on MTV's other music channels. MTV2 was originally known as M2. [edit] MTV Ireland The same as MTV UK, but with local opt-outs for Irish adverts. It was set up in 2004. [edit] MTV Flux Main article: MTV Flux Set to launch on September 6, 2006 viewers are given "control" of the channel by sending in video clips to the MTV Flux's website. MTV Overdrive UK MTV Overdrive UK provides viewers with a Broadband Video Channel. Video On Demand. (another excuse for MTV to show its reaily tv shows). [edit] TMF (The Music Factory) Main article: TMF UK TMF was launched as a Freeview channel in 2002 to fend off competition against Emap's The Hits music channel. TMF originally started as a non-stop music channel although the channel now features more and more programming from MTV and from the 30th January 2006 to counteract competition with CBeebies and the CITV Channel, TMF also features the pre-school segment called Noggin. [edit] VH1 (Video Hits 1) Main article: VH1 UK VH1 is a channel targeted at 25-44 year olds playing chart and popular music from the 1970s to the present day. VH1 also carries music programming and themed countdown shows from their US counterpart. [edit] VH1 Classic Main article: VH1 Classic VH1 Classic is a channel plays all time greats from the '60s to the '90s. [edit] MTV Trax and MTV Snax Two MTV mobile channels servicing the UK were launching in 2006. (also known as MTV Music and MTV Shorts in the Republic of Ireland and the rest of Europe)


Defunct Channels [edit] VH2 (Video Hits 2) Main article: VH2 VH2 was launched in late 2003 and shown mainly music videos and live concerts. It focused on Rock, Indie and Punk music and branded itself as 'the alternative to manufactured pop'. The channel closed on August 1, 2006 because the main source of income for the channel, ringtone advertising, had slowed down. MTV will replace VH2 with MTV Flux. [edit] MTV Extra MTV Extra is a now defunct channel. It launched in 1999 and was a mixture of music videos and repeats of MTV Programming. Towards the end of the channels life, programming was dropped and the channel showed solely music videos (under the "Pure Music" name), with MTV Dance in the evenings. MTV Dance was spun off into its own channel on April 20th 2001, and MTV Extra was renamed MTV Hits at 6AM on May 1st the same year. MTV Networks UK, Ireland and Nordic Information Michiel Bakker acts as managing director for MTVN UK, Ireland & Nordic Paul King (former MTV/VH1 presenter) acts as executive of programming on the MTV UK & Ireland channel. Major changes are expected to MTV Networks Europe when Brent Hansen steps down as President of MTV Networks Europe & MTV Networks International later this year. 

External links
www.mtv.co.uk (MTV UK page)

www.mtv.ie (MTV Ireland page) www.mtvflux.co.uk (MTV Flux) www.mtvnetworks.co.uk (MTV Networks UK, Ireland and Nordic) www.mtvne.com (MTV Networks Europe) www.chemistry.ie

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