Viacom International Media Networks Europe (previously MTV Networks Europe) is a subsidiary of Viacom. The unit is no longer used, Viacom International Media Networks is now working in five operating units. Viacom International Media Networks Europe includes the multimedia entertainment brands: MTV, VH1, VIVA, Nickelodeon, Nick Jr. . MTV Networks Europe is primarily based in London while also hosting a number of local offices throughout Europe, including Paris and Stockholm. Viacom International Media Networks Europe launched its first channel MTV Europe on 1 August 1987 from Amsterdam, with its main headquarters in London. Regionalisation of MTV Networks Europe's channels began in March 1997 with the launch of MTV Germany. Today, MTV remains Viacom International Media Networks Europe's most widely distributed brand as of October 2008 reaching more than 218,186,000 million homes across Europe.[1]

MTV branding

Upon its launch in Europe in the late 1980s, MTV Europe made use of MTV US's on-air identity. Overtime, MTV Europe gradually produced its own on-air identity throughout the 1990s. From 1997, MTV's regionalization throughout Europe brought about specialized on-air identity which reflected the tastes and influences from each region. As part of a global rebranding strategy, MTV Networks International decided to produce a new on-air identity that would air on all MTV channels around the world (except MTV US, MTV Canada and MTV Brazil). On 1 July 2009 all 64 MTV channels globally began to share the same on-air branding. This branding made use of a standardised logo, idents and promos[2] (except MTV US, MTV Canada and MTV Brazil). The on-air branding initiative was called Pop X1000 reflecting the changing nature of popular culture with MTV at the heart of these rapid changes. The branding was designed by MTV's design department World Design Studio in Milan, with additional designs added by other global departments throughout the year. The branding was overseen by Universal Everything. This branding was adopted by MTV Networks Europe, MTV Networks Asia, MTV Networks Africa and MTV Networks Latin America. As part of MTV's rebrand awareness campaign MTV teamed up with Spanish retailer ZARA in December 2009 to provide branded themed T-shirts and hoodies representing the "Pop X 1000%" campaign.[3][4] As of 8 November 2010 MTV launched is third phase of idents.[5]

In 2010, MTV US rebranded its entire network of channels producing a revised version of the traditional MTV logo. It was decided that MTV Networks International channels would adopt this logo at a later date. On 1 July 2011 MTV Networks Europe will rebrand its network across Europe and globally. MTV's will replace its traditional logo the MTV:Music Television logo to be replaced by the current MTV US logo.[6] On 30 June 2011 MTV's localized websites throughout Europe began to use the new branding. As part of a new strategy MTV Networks Europe will be part of Viacom Media International Networks. It is expected that MTV Networks Europe will be rebranded in winter 2011.

In Fall 2013, Viacom International Media Networks announced it would relaunch its MTV channels globally with a new on-air identity. This came into effect on 1 October 2013.

On 25 June 2015 - MTV International channels were rebranded with a new initiative to get more viewers involved with the channel. MTV launched MTVBump.com where viewers could upload short video clips which will air on MTV channels worldwide (excluding MTV US & MTV Canada). MTV also launched MTV Art Breaks where creative viewers can create special MTV idents. MTV will also launch MTV Creative another initiative to coincide with MTV Bump. However, MTV's rebrand still sees falling ratings.[7]

In early 2018, MTV Global began to roll out 'MTV Mood' identity on-air and online. The new look was first used by local MTV channels across Latin America. MTV Europe began using the new look at the end of 2017 along with MTV Germany, before rolling out across Europe in January/February 2018[8].


Since January 2010, MTV Networks Europe has started to rebrand its localized websites featuring a standard website for each region. The website design is similar for each region but has information, news and entertainment specific to each region. MTV Belgium, MTV Netherlands, MTV Switzerland, MTV Portugal, MTV Sweden and MTV Denmark were the first to receive the new look website layout and design.

A new design and layout was released in late 2017 before rolling out across MTV's globally in 2018.

MTV licencing

Viacom International Media Networks Europe main headquarters are located in New York, United States, London, United Kingdom and Warsaw, Poland. In the past, most of the MTV channels throughout Europe are licensed through the UK broadcasting regulator Ofcom. This is not unusual within Europe, many broadcasters may locate their productions and output departments in one country but receive their broadcasting license from another European country. For example, MTV Networks Europe in Warsaw often produces programming for much of Europe, while MTV Networks Europe in London operates the broadcasting and licensing issues for this programming. As of 2010, MTV Networks Europe now receive their broadcasting licenses from broadcasting authorities in the Czech Republic (RRTV). All pan-European channels and channels broadcasting in the Czech Republic and Poland are licensed by RRTV.[9] As of late 2017, VIMN Europe has moved its licencing from the Czech Republic and Poland to the Netherlands.

MTV's local offices

VIMN Europe#s main headquarters are in London, Stockholm, Berlin, Amsterdam and Warsaw.

MTV structural changes (2009–present)

  • Baltic's Ceases Operations

MTV Networks Baltic a division of MTV Networks Europe has ceased the broadcasting of its local language feeds within the region with immediate effect.[10] MTV Latvia and MTV Lithuania ceased operating as individual channels in January 2009 and replaced with MTV Lithuania and Latvia.[11] As of 18 November 2009 both MTV Estonia and MTV Lithuania and Latvia have ceased operating. Both channels have been replaced by MTV Europe for the time being. MTV Networks International are to announce the future of MTV Estonia as a brand, while MTV Lithuania and Latvia will no-longer exist as a brand. MTV in the Baltic Region has been somewhat problematic, after a number of years under MTV Networks International (Europe), MTVNI established a licensing agreement with Ananey Communications in 2008 to continue to broadcast MTV Baltic's channels.[12] With the global recession, advertising and sponsorship within the region became limited. Resulting in the closure of MTV Lithuania and replaced with MTV Latvia and Lithuania.[11] Further financial difficulties resulted in the "temporary" closure of MTV Estonia and MTV Latvia and Lithuania.[citation needed]

  • MTV Networks closes TMF in the Netherlands

On 4 November 2010 MTV Networks International offices in Amsterdam confirmed that from 1 January 2011 that TMF in the Netherlands broadcasting hours would be reduced until 15:00 each day.[13] From 4 April 2011 TMF was gradually replaced by Kindernet and where the channel was only available online from the former TMF.nl website. On 1 September 2011 TMF in the Netherlands ceased broadcasting. TMF Nederland was the original channel before launching local channels in Belgium, UK and Australia. These local channels have been replaced with different channels.[14] TMF's digital channels in the Netherlands TMF Live and TMF NL also ceased broadcasting. TMF Flanders in Belgium currently broadcasts as the only TMF channel.

  • MTV restructures broadcasting in Northern Europe

On 16 September 2011[15] it was confirmed by Viacom International Media Networks its operations in the Nordic countries, Benelux region and Germany would operate under Viacom International Media Networks Northern Europe. VIMN Northern Europe operates from its central offices in Amsterdam, Stockholm and Berlin. Resulting in job losses at its offices from MTV Networks Benelux in Belgium and the Netherlands. The re-alignment will see all music programming come from its operations in Stockholm. Its Swedish offices operate local channels such as MTV and VH1 within VIMN Northern European's portfolio of music channels. All kids and family programming operates from Berlin these include localized versions of Nickelodeon, Nick Jr. and Kindernet. Whilst all the localized Comedy Central channels will be operated from Amsterdam. VIMN North European's portfolio includes the following territories: Netherlands, Belgium, Germany, Austria, Switzerland, Finland, Sweden, Norway and Denmark. MTV's Amsterdam offices will remain open and will act as the technical play-out hub for the channels.

  • Closure of MTV Russia, MTV Ukraine and falling ratings

In December 2012, both Viacom International Media Networks and ProfMedia announced the closure of MTV Russia. Prof Media who purchased MTV Russia from VIMN in 2007, claimed the MTV brand is no-longer relevant in the territory and will be replaced by a more youth orientated general entertainment brand called 'Friday' on 1 June 2013.[16] MTV Russia is one of the most widely distributed channels in the Russian Federation and was previously rated the most watched channel in the territory. Today, the channel has been relegated to the Top 20 channels in Russia. VIMN stated its commitment to the region stating its other MTV channels and brands such as VH1, Nickelodeon and the newly localized Comedy Central will continue to broadcast across Russia on cable and digital television providers.[17] It has also been stated in some reports that MTV as a brand is in crisis in other Eastern European territories with falling ratings for MTV Poland and other local MTV channels in Central Eastern Europe. This is an ongoing trend for MTV globally, it was reported in fall 2012[18] that MTV US and its other channels have seen a fall in revenue and audience figures. Even though competition from on-demand music websites, MTV's transformation from music orientated television to youth orientated reality and scripted reality shows has failed to ignite the brand. On 31 May 2013 MTV Ukraine ceased broadcasting due to falling ratings.

  • Structural changes 2013

On 3 July 2013 Viacom International Media Networks launched a localized version of MTV Base in South Africa. MTV South-Africa is an opt-out feed of the same channel with selected unique programming targeting South Africa. On 5 July 2013 VIMN announced it has purchased 51% of MTV Italy the channel was previously a joint-venture largely owned by Telecom Italia Media and VIMN. The ownership conditions have changed which means VIMN holds a larger share of the channel. On 12 September 2013 VIMN Europe announced it has gained 100% ownership of MTV Italia and associated channels from Telecom Italia.[19][20]

Following the merger of MTV Networks New Zealand and MTV Networks Australia operations into one network based in Sydney in 2010, MTV (Australia & New Zealand) and its sister brand Comedy Central (New Zealand only) were placed under VIMN's - Viacom International Media Networks UK, Ireland, Australia, Central Eastern Europe and International Content Distribution. On 11 October 2013, VIMN's Sydney operations announced it would downsize.[21] From year end all broadcasting is to be relocated to VIMN in London.[22] VIMN's Sydney advertising department and Nickelodeon Australia and New Zealand will not be affected by this move.

From January 2014, MTV Czech Republic & Slovakia will come under full ownership of VIMN Europe.[23] Following a decision by the current operator CME to hand back the licence to VIMN. The channel was replaced by MTV Europe January 2014, with the possibility of the channel relaunching. Similarly, MTV Hungary ceased broadcasting on 31 December 2013. In early 2014, Czech TV regular (RRTV is the license holder for MTV channels in Eastern Europe) issued MTV Hungary a new licence but this was handed back on 8 January 2014.[24] On August 1, 2015 in Italy MTV Italia (DTT-free to air station) was sold to Sky Italia. In 2013 Viacom took full control of the channel after Telecom Italia Media sold its 51% share. At the same time Viacom launched on the platform of Sky, the new channel MTV Next. Viacom continues to broadcast in Italy through DTT the free-channel MTV Music (Italia) and remains active with Comedy Central, Nickelodeon and Nick Jr. through the platform of Sky Italia. MTV Classic Italia and MTV Hits Italia have been closed down on 1 August.

  • Reorganisation of the French MTV channels

On 17 November 2015 the French versions of MTV Base, MTV Pulse and MTV Idol are closed and a French versions of MTV Hits and BET are launched. The European version of MTV Hits ceased broadcasting in France, Belgium and Switzerland and MTV Rocks ceased broadcasting in Switzerland and CanalSat. On Numericable, VH1 and VH1 Classic returns and MTV Dance is launched.

  • Further Closures in 2016

On 10 January 2016 VIMN shutdown its Greek MTV channel due to a turndown in advertising and competition from MAD TV, the channel was replaced by MTV Europe.[25] VIMN Europe confirmed its closure on January 6, 2016.[26] This does not affect the Greek Nickelodeon service.

  • Closure of VIVA

In Fall 2017, VIMN Europe confirmed the closure of VIVA Hungary which was replaced by the pan-European version of MTV Hits. VIMN Poland has also confirmed it will close VIVA Polska after 17 years. The channel will be replaced by a Polish version of MTV Music.

The decision comes following the reduction of broadcasting hours of VIVA in both Germany and Switzerland.

In January 2018; VIVA available in the UK and Ireland ceased broadcasting and was replaced temporarily by MTV Love. MTV will launch a new channel called MTV OMG on March 1[27].

MTV Baltic

MTV Networks Baltic part of MTV Networks Europe represented MTV within the region. In 2006, MTV established: MTV Latvia, MTV Lithuania and MTV Estonia. In 2008, Israeli telecommunications company Ananey communications purchased MTV Networks Baltic under a new licensing agreement with MTV Networks International.[28] By early 2009 the Financial crisis of 2007-2009 had such an impact on the local economies within the region MTV Latvia and MTV Lithuania merged to form MTV Lietuva & Latvia. As of 18 November 2009 both MTV Lithuania & Latvia and MTV Estonia ceased operations.[29]

MTV Networks Baltic office is established in capital city of Lithuania, Vilnius.

MTV Networks Baltic has replaced the localized channels with MTV Europe.

MTV Baltic's Ceases Operations

MTV Networks Baltic a division of MTV Networks Europe has ceased operation of its local language feeds within the region with immediate effect.[30] MTV Latvia and MTV Lithuania ceased operating as individual channels in January 2009 and replaced with MTV Latvia and Lithuania.[31] As of 19 November 2009 both MTV Estonia and MTV Latvia and Lithuania have ceased operating. Both channels have been replaced by MTV Europe for the time being. MTV Networks International are to announce the future of MTV Estonia as a brand, while MTV Latvia and Lithuania will no-longer exist as a brand. MTV in the Baltic Region has been somewhat problematic, after a number of years under by MTV Networks International (Europe) reports suggested that MTV Networks Baltic operations were for sale in 2009.[32] With the global recession, advertising and sponsorship within the region became limited. Resulting in the closure of MTV Latvia and replaced with MTV Latvia and Lithuania.[33] Further financial difficulties resulted in the "temporary" closure of MTV Estonia and MTV Latvia and Lithuania. MTV Baltic was replace by MTV Europe again.



See also


  1. ^ [1][dead link]
  2. ^ "Universal Everything". Archived from the original on 5 July 2009. Retrieved 18 April 2014. 
  3. ^ Alexander Selck/Michael Trammer/Damian Hopa www.sethora.de. "Presseservice MTV". Archived from the original on 7 February 2007. Retrieved 18 April 2014. 
  4. ^ [2] Archived 6 December 2009 at the Wayback Machine.
  5. ^ "Creative Review - MTV & 55DSL collaboration yields new idents and T-shirts". creativereview.co.uk. Archived from the original on 1 January 2011. Retrieved 18 April 2014. 
  6. ^ "Totaal TV MTVN HD wordt MTV Live HD". totaaltv.nl. Retrieved 2014-04-18. 
  7. ^ http://www.factmag.com/2015/06/25/mtv-rebrand-social-media-video/
  8. ^ https://www.designweek.co.uk/issues/22-28-january-2018/mtv-looks-humanise-new-branding/
  9. ^ "Licenční podmínky". Rrtv.cz. Retrieved 28 February 2015. 
  10. ^ "MTV Estonia to cease transmission :: The Baltic Course Baltic States news & analytics". baltic-course.com. Retrieved 2014-04-18. 
  11. ^ a b "MTV Latvija temporarily merges with MTV Lietuva :: The Baltic Course Baltic States news & analytics". baltic-course.com. Retrieved 2014-04-18. 
  12. ^ "New owner for MTV Baltic". Broadbandtvnews.com. 2008-07-31. Retrieved 2015-02-28. 
  13. ^ "TMF wordt interactief digitaal kanaal [Update]". radio.nl. Retrieved 2014-04-18. 
  14. ^ "MTV to replace TMF music channel with Viva Advertising news Campaign". campaignlive.co.uk. Retrieved 2014-04-18. 
  15. ^ "MTV Networks North reorganises". Broadbandtvnews.com. 2011-09-16. Retrieved 2015-02-28. 
  16. ^ "MTV Russia to Be Taken Off Air in 2013 Business The Moscow Times". themoscowtimes.com. Retrieved 2014-04-18. 
  17. ^ "Chris Dziadul Reports: MTV's uncertain future". Broadbandtvnews.com. 2012-12-14. Retrieved 2015-02-28. 
  18. ^ "Audiences Fall for MTV, Comedy Central - WSJ.com". online.wsj.com. Retrieved 2014-04-18. 
  19. ^ "Viacom buys MTV Italia". Broadbandtvnews.com. 2013-07-05. Retrieved 2015-02-28. 
  20. ^ "Sale of MTV Italia to Viacom completed". telecomitalia.com. Retrieved 2014-04-18. 
  21. ^ "MTV Oz downsizes News C21Media". c21media.net. Retrieved 2014-04-18. 
  22. ^ "MTV's Australian broadcasting operations shift to London - mUmBRELLA". mumbrella.com.au. Retrieved 2014-04-18. 
  23. ^ "Viacom to take over Czech/Slovak MTV". Broadbandtvnews.com. 2013-11-20. Retrieved 2015-02-28. 
  24. ^ "Kanálům MTV Czechia a MTV Hungary zanikla licence". Parabola.cz. Retrieved 2015-02-28. 
  25. ^ http://www.gazzetta.gr/stili/media-cafe/article/848939/telos-apo-toys-tileoptikoys-dektes-mtv-greece
  26. ^ http://www.lifo.gr/now/media/84727
  27. ^ http://www.a516digital.com/2018/02/mtv-confirms-omg-channel-acknowledges.html
  28. ^ http://www.broadbandtvnews.com/2008/07/31/new-owner-for-mtv-baltic/
  29. ^ http://www.baltic-course.com/eng/baltic_news/?doc=4212
  30. ^ http://www.baltic-course.com/eng/baltic_news/?doc=4212
  31. ^ http://www.baltic-course.com/eng/baltic_news/?doc=2530
  32. ^ http://www.broadbandtvnews.com/2008/07/31/new-owner-for-mtv-baltic/
  33. ^ http://www.baltic-course.com/eng/baltic_news/?doc=2530

External links