Paramount has shut down its dedicated music video channels in Australia, including MTV 80s, MTV 90s, and Club MTV, as of January 1 this year. The move is part of a cost-cutting strategy reflecting a shift in audience habits toward YouTube and social media platforms.
The original MTV channel launched on August 1, 1981, with the Buggles' "Video Killed the Radio Star," ushering in a new era for music and pop culture. Nearly 45 years later, the same song marked the final broadcast of the network's 24-hour music-only channels.
MTV now focuses on scripted and reality content such as "Awkward," "Catfish," "The Jersey Shore," and "The Challenge." Despite the shutdown, experts say the music video format remains healthy, citing the longevity of Australia's ABC program "Rage," which debuted in 1987 and is now the longest-running music video show in the world.
University of Technology Sydney Associate Professor Liz Giuffre noted that "Rage" continues to thrive, offering a unique mix of new and classic acts. She believes the music video as an artform is far from dead, having evolved to feed the endless hunger of the internet and streaming platforms.
The history of music videos dates back to 1895 with the Dickson Experimental Sound Film, and the term "music video" was coined by the Big Bopper in 1959. While nostalgia may suggest the glory days are over, the format has simply adapted to modern consumption habits.
