MTV Central - History

History

• 1997–2001

• Germany was served by VIVA a 24 hour German music channel, in 1997 as part of MTV Networks Europe's regionalization strategy MTV launched a German speaking channel to target existing competition within the German speaking markets. MTV Germany launched with specialized German speaking versions of hit MTV Europe shows which included the Euro Top 20, MTV Select, MTV News, Non-Stop Hits, US Top 20 Hitlist UK, Hitlist Germany, Fashion Zone, MTV Urban and The Lick.

• In 1999, MTV Germany became available free-to-air throughout Europe on Astra satellite. In 2001, MTV Networks Germany launched MTV2 Pop a 24 hour pop music channel (later replaced by Nickelodeon). In 2005, MTV Networks Europe purchased one of its biggest competitors VIVA

• 2002–2010

• In 2002, MTV Germany began to air programing from MTV US, most of this programming was either subtitled or dubbed. From 2002 onwards similar to other MTV channels in Europe. MTV Germany began to drop some of its localized programming in favour of MTV US shows. These shows included Jackass, Date My Mom and Dismissed.

• In early 2006, MTV began to further regionalize its German speaking feed to include a separate version for Austria and Switzerland. Late in 2009, MTV Networks Germany helped to localize these channels even further with the development of MTV Austria and MTV Switzerland.

• From 2008, MTV Germany was also streamed on P2P TV network TVU Player, but taken off air in March 2009. As of 2009, MTV Germany uses the same on-air identity as other MTV channels in Europe. The channel also features less music videos and airs more American MTV shows then German speaking programming. Most of this programming is subtitled in German. The headquarters for MTV Networks Germany is Berlin where its channels are based. MTV Germany remains one of the only remaining MTV transmitted by analogue satellite in Europe, and among the few transmitted on free-to-air digital services throughout the continent, along with MTV Austria, MTV Italia, MTV Adria and MTV Türkiye.

• 2011 onwards

• From January 1, 2011, MTV Germany will only be available on major German Pay-TV platforms including Sky, Unitymedia, Telekom and Kabel BW. With the move from a free-to-air to a subscription based service. MTV Germany will no-longer host advertising on its subscription service channel. MTV Germany will continue to commission new music programming which will include MTV Brand New, MTV Top 11, 3 From 1, The Breakfast Club, Fantastic Music Videos, MTV's Chart Shows (titles to be confirmed), M is for Music. Localised programming will continue with MTV Home, a German speaking music and entertainment show. Similar to MTV channels worldwide, MTV Germany will air reality shows these include: the American version of Skins and a new seasons of Jersey Shores, When I Was 17, Punk'd with Justin Bieber, 'Lauren Conrad Fashion Show'. MTV International VJ Alice Levine will be host to a new season of 'MTV @ The Movies' and 'Celebrity Bites' airing from early 2011.

• MTV Germany's sister channel VIVA will be the main music station for MTV Networks Germany and will continue to be made available free-to-air across Germany, Austria and Europe.

• MTV Networks Germany will also launch a new music channel MTV Brand: New which will focus on the new music releases from German speaking and international artists.

• On May 16, 2011 MTV Networks in Germany launched high-definitions version of MTV, VIVA and Nickelodeon. MTV HD, VIVA HD and Nickelodeon/Comedy Central HD are a simulcast of the original MTV channels already available in Germany.

• On July 1, 2011 MTV Networks Germany rebranded its MTV channel to embrace the new global on-air identity, sharing the same MTV logo from the US.