MTVX was a

Viacom Viacom, an abbreviation of Video and Audio Communications, may refer to: * Viacom (1952–2006), a former American media conglomerate * Viacom (2005–2019), a former company spun off from the original Viacom * Viacom18, a joint venture between Par ...

-owned

American American(s) may refer to: * American, something of, from, or related to the United States of America, commonly known as the "United States" or "America" ** Americans, citizens and nationals of the United States of America ** American ancestry, pe ...

hard rock music Hard rock or heavy rock is a loosely defined subgenre of rock music typified by aggressive vocals and distorted electric guitars. Hard rock began in the mid-1960s with the garage, psychedelic and blues rock movements. Some of the earliest hard ...

video Video is an electronic medium for the recording, copying, playback, broadcasting, and display of moving visual media. Video was first developed for mechanical television systems, which were quickly replaced by cathode-ray tube (CRT) syste ...

channel. MTVX was available exclusively on

digital cable Digital cable is the distribution of cable television using digital data and video compression. The technology was first developed by General Instrument. By 2000, most cable companies offered digital features, eventually replacing their previou ...

providers, being the first network made available in the "MTV Networks Digital Suite".

Format

MTVX aired no advertising outside of

MTV2 MTV2 (formerly M2) is an American pay television Cable television, channel owned by the Paramount Media Networks division of Paramount Global. The channel launched initially as an all-music video service, once the original MTV had started to sh ...

promos, airing videos on a daily loop programmed to air in three eight-hour blocks per day. The channel aired contemporary videos and older videos that were no longer shown on

MTV MTV (Originally an initialism of Music Television) is an American cable channel that launched on August 1, 1981. Based in New York City, it serves as the flagship property of the MTV Entertainment Group, part of Paramount Media Networks, a di ...

. Likewise, MTVX was not limited to just one genre of rock music videos. The channel aired a variety of genres, including

punk Punk or punks may refer to: Genres, subculture, and related aspects * Punk rock, a music genre originating in the 1970s associated with various subgenres * Punk subculture, a subculture associated with punk rock, or aspects of the subculture s ...

metal A metal (from Greek μέταλλον ''métallon'', "mine, quarry, metal") is a material that, when freshly prepared, polished, or fractured, shows a lustrous appearance, and conducts electricity and heat relatively well. Metals are typicall ...

, and

grunge Grunge (sometimes referred to as the Seattle sound) is an alternative rock genre and subculture that emerged during the in the American Pacific Northwest state of Washington, particularly in Seattle and nearby towns. Grunge fuses elements of p ...

. Also, MTVX showcased otherwise unknown or unheard music to the masses, such as

Static-X Static-X is an American heavy metal band from Los Angeles, California, formed in 1994. The line-up has fluctuated over the years, but was long-held constant with band founder, frontman, lead vocalist and rhythm guitarist Wayne Static until his ...

Disturbed Disturbed may refer to: Books * ''Disturbed'', a 2011 novel by Kevin O'Brien (author) Film and TV * ''Disturbed'' (film), a 1990 film starring Malcolm McDowell * "Disturbed" (''Numb3rs''), a 2009 episode of ''Numb3rs'' * "The Disturbed", a 2 ...

Finger Eleven Finger Eleven is a Canadian rock band from Burlington, Ontario, formed in 1990. They have released seven studio albums (six as Finger Eleven and one as Rainbow Butt Monkeys), with their album '' The Greyest of Blue Skies'' bringing them into th ...

Black Label Society Black Label Society is an American heavy metal band formed in Los Angeles, California in 1998 by guitarist/singer Zakk Wylde. To date, the band has released eleven studio albums, two live albums, two compilation albums, one EP, and three vide ...

SOiL Soil, also commonly referred to as earth or dirt, is a mixture of organic matter, minerals, gases, liquids, and organisms that together support life. Some scientific definitions distinguish ''dirt'' from ''soil'' by restricting the former te ...

Soulfly Soulfly is an American heavy metal band formed in Los Angeles, California, in 1997, and later based out of Phoenix, Arizona. Soulfly is led by former Sepultura frontman Max Cavalera, who formed the band after he left the Brazilian group in 199 ...

Sepultura Sepultura (, "grave")Barcinski & Gomes 1999, page 17. is a Brazilian heavy metal band from Belo Horizonte. Formed in 1984 by brothers Max and Igor Cavalera,Barcinski & Gomes 1999, page 16. the band was a major force in the groove metal, thra ...

Tool A tool is an object that can extend an individual's ability to modify features of the surrounding environment or help them accomplish a particular task. Although many animals use simple tools, only human beings, whose use of stone tools dates ba ...

Pantera Pantera () is an American heavy metal music, heavy metal band from Arlington, Texas formed in 1981, and currently comprised of vocalist Phil Anselmo, bassist Rex Brown, and touring musicians Zakk Wylde and Charlie Benante. The group's best-kn ...

, Kittie, Dope,

Coal Chamber Coal Chamber is an American nu metal band formed by Dez Fafara and Meegs Rascón in Los Angeles, California in 1993. Prior to Coal Chamber, the two had also created the band She's in Pain, in 1992. The original lineup also consisted of bassist ...

, Primus,

Mushroomhead Mushroomhead is an American heavy metal band from Cleveland, Ohio. Formed in 1993 in the Cleveland Warehouse District, the band is known for their avant-garde sound and horror film-inspired imagery which features masks and costumes as well as ...

and others.

Closure

MTVX ended on May 1, 2002, and was replaced by

MTV Jams BET Jams is an American pay television network controlled by BET Networks and owned by Paramount Media Networks. The channel features hip-hop and urban contemporary music videos. The network, formerly known as MTV Jams, was rebranded under the ...

, a hip hop music video channel. The last video played on MTVX was "See You On The Other Side" by Ozzy Osbourne. The replacement of MTVX was decried by rock music fans. MTV's explanation, based upon ratings and Billboard chart information, was that viewers wanted a devoted network for hip hop and R&B videos, rather than the

alternative rock Alternative rock, or alt-rock, is a category of rock music that emerged from the independent music underground of the 1970s and became widely popular in the 1990s. "Alternative" refers to the genre's distinction from Popular culture, mainstre ...

and

hard rock Hard rock or heavy rock is a loosely defined subgenre of rock music typified by aggressive vocals and distorted electric guitars. Hard rock began in the mid-1960s with the garage, psychedelic and blues rock movements. Some of the earliest hard ...

videos that MTVX had been created to play, and claims that hard rock formats went into a quick decline post-

9/11 The September 11 attacks, commonly known as 9/11, were four coordinated suicide terrorist attacks carried out by al-Qaeda against the United States on Tuesday, September 11, 2001. That morning, nineteen terrorists hijacked four commercial ...

due to industry and radio de-emphasis.

Reuse of brand

In 2011 MTV began reusing the MTVX brand (with X standing here for 'extended') for "a new cross-media group in charge of developing content for various platforms such as TV,

computers A computer is a machine that can be programmed to carry out sequences of arithmetic or logical operations (computation) automatically. Modern digital electronic computers can perform generic sets of operations known as programs. These programs ...

and

mobile phone A mobile phone, cellular phone, cell phone, cellphone, handphone, hand phone or pocket phone, sometimes shortened to simply mobile, cell, or just phone, is a portable telephone that can make and receive calls over a radio frequency link whil ...

s." MTV launched MTVX in August The effort never resulted in any actual product or program branded by MTVX, though the brand name of MTVX remained present on MTV's official corporate page for several years.

References

MTV channels Defunct television networks in the United States Television channels and stations established in 1998 Television channels and stations disestablished in 2002 {{US-tv-station-stub