History of MTV. A Music Channel Where Music Once Disappeared

fot. Alberto Garcia/CC/Wikimedia

Already in the 1960s, although television was just beginning to take root in the media world, the first music videos appeared. The Beatles were pioneers, using short visual clips to promote their records. Even in Poland’s only show of its kind at the time, local pop stars could be seen and heard in short music-visual films.

In 1967, Charlatan Productions of Los Angeles began creating special short music clips with storylines, produced as video tapes and distributed to TV stations. This allowed a wide audience to see and hear hits from Jimi Hendrix, The Animals, The Who, and Aretha Franklin. In 1974, Gary Van Haas launched the first music TV channel, Music Video TV, broadcasting video tape music content.

By the late 1970s, New York’s WNBC-TV featured a 15-minute recurring music show called Album Track, hosted by Robert Warren Pittman. At 23, Pittman tested a new format - an all-music channel. He needed to see if the fickle American viewer would embrace it - and they did. On August 1, 1981, at 12:01 p.m. Eastern Time, the cable channel Music Television (MTV) went on the air.

Ladies and Gentlemen, rock and roll!

Besides Pittman, John Lack, creator of Nickelodeon and The Movie Channel, helped produce the new station. He welcomed MTV’s first viewers with the words: Ladies and Gentlemen, rock and roll! The theme was composed by Jonathan Elias and John Petersen and featured footage of the Apollo 11 moon landing - but instead of the American flag, it had the MTV logo.

The channel’s name was coined by its first program director Steve Casey, while John Sykes and Fred Seibert shaped its format. The first video aired was Video Killed the Radio Star by The Buggles.



Though this media milestone launched in New York, it initially reached only parts of New Jersey. Yet, it gained quick attention and was soon carried by stations across the U.S., recognized as a powerful promotional tool for record labels. The channel embraced the slogan I Want My MTV with a campaign led by Tom Freston.

VJ, or Video Jockey

From day one, MTV had hosts. Many young talents passed before its cameras, but the first VJs (video jockeys) were:

• Nina Blackwood
• Mark Goodman
• Alan Hunter
• JJ Jackson
• Martha Quinn

The channel targeted viewers aged 12 to 34 but soon discovered its audience capped around age 24. Viewers spent 30 minutes to two hours daily watching. To grow viewership and screen time, British music videos were introduced within two months - these had been familiar on the UK scene. The Beatles paved the way, and soon Top of the Pops hits dominated the American market, bringing MTV to British artists.

MTV’s impact on artist promotion became clear. British singer Billy Idol, after his band Generation X broke up in 1981, launched a solo career. After MTV aired his video White Wedding in 1983, he skyrocketed from known singer to megastar.

MTV Is... Racist? Michael Jackson Saves the Day

Though VJ JJ Jackson was African American, the channel faced accusations of racism for not airing Black artists’ music. Co-founder Les Garland defended the policy, claiming MTV promoted rock, and Black musicians` work didn’t fit the format. There wasn’t much to choose from.

This changed when Michael Jackson’s record label agreed to air his video. On March 31, 1983, the world premiere of Billie Jean aired on MTV. It was the first video by a Black artist on the channel and paved the way for stars like Prince and Whitney Houston, whose songs quickly topped MTV’s charts.

On December 2, the 14-minute video Thriller debuted, captivating global audiences. Jackson became the face of the channel, and MTV’s format expanded - pop shared space with rock.



That same year, June 17, MTV announced its first contest. Tied to the band The Police, the winner received concert tickets and was flown with friends on a private MTV Party Plane.

Music 24/7

Within two years, MTV’s formula had changed so much that few remembered it began with video tapes. The channel started producing its own videos.

Over time, VJs took on roles as hosts, announcers, and commercial voiceovers. The station broadcast 24/7, with each VJ focusing on specific genres, including the new wave, synth-pop, punk, and heavy metal from Britain.

The channel grew and diversified. In 1982, MTV launched music news with Profiles in Rock, originally a radio program. Live concerts were a big milestone. The first was the MTV Video Music Awards, recognizing videos released between May 2, 1983, and May 2, 1984.

The show aired September 14, 1984, from Radio City Music Hall in New York, hosted by Dan Aykroyd and Bette Midler. It’s also remembered for Madonna’s performance of Like a Virgin, where she wore a corset and bridal gown, crawled on the floor, and exposed lace stockings and garters.

A year later, on July 13, MTV broadcast Live Aid concerts live from London and Philadelphia. Organized by Bob Geldof and Midge Ure, they aimed to help famine-stricken Ethiopia. While other stations showed 2-3-hour segments, MTV’s broadcast lasted 16 hours.

Social Campaigns and Game Shows

New Year’s Eve coverage from Times Square (since 1981) and Spring Break parties (starting in 1986) became MTV traditions.

But the station wasn’t only about music. Aware of its influence on young viewers, it promoted campaigns like the 1986 anti-drug Just Say No, followed by its first social initiative Rock Against Drugs on November 21.

Talk shows became a staple in 1985, led by Andy Warhol’s Andy Warhol’s Fifteen Minutes. In 1987, MTV aired its first game show, Remote Control, where three players answered questions about music, film, and TV. By 1988, it added series. The first was Al TV, a parody by singer Al Yankovic.

In 1986, three of the five original VJs - Blackwood, Jackson, and Quinn - left. They were replaced by Julie Dorne Brown, who in 1987 began hosting Club MTV.

MTV’s success in the U.S. and U.K. inspired international expansion. Though the channel aired in many countries in English, producers wanted to promote local music. In 1988, MTV launched its first non-English branch - MTV International in Spanish on Telemundo. A year later, MTV Europe reached East Berlin.

At that time, a new genre was rising globally: hip-hop. The youth craze, combining music and dance, didn’t go unnoticed by MTV’s creators.

Time for Hip-Hop and Acoustic Sounds

Although the U.S. version of the program Yo MTV Raps debuted on August 6, 1988, the format had already been running in 1987 on MTV Europe as YO. This European edition was created and hosted by French journalist and producer Sophie Bramly. The first guest on the show was Lance Taylor, better known as Afrika Bambaataa.

The American version was created by Ted Demme and Peter Dougherty. The pilot episode was hosted by Jason Mizell, Darryl McDaniels, and Joseph Simmons, members of the hip-hop group Run-DMC. The first video shown was Follow the Leader, the title track from the Eric B. & Rakim album.



Nearly a decade after launching, MTV became the most popular music channel. It promoted music genres and set trends in how to play music. On January 21, 1990, MTV launched its Unplugged concerts - live, acoustic-only performances. Artists included Sting, Eric Clapton, Nirvana, and Bruce Springsteen.

That same year, the channel aired Sex in the 80’s, exploring the sex lives of Americans. It kicked off a series of youth-centered shows on topics such as:

• sex
• drugs (the Just Say No campaign, launched in 1986 and continued for years)
• voting rights (MTV’s first voting campaign, Choose Or Lose, launched June 16, 1992)
• fashion, dieting, and eating disorders (House of Style launched in May 1989 and aired regularly)
• illiteracy (Books: Feed Your Head in 1991)
• AIDS awareness (the Respect Yourself, Protect Yourself campaign began December 1, 1991)

Soon, reality shows began to appear. The first was The Real World (1992). Seven strangers from various backgrounds and parts of the world lived together under 24-hour surveillance. Surprising twists, tensions, and emotional outbursts kept viewers hooked.

Cartoons Not Just for Kids

MTV also invested in animation. On March 8, 1992, it premiered the first episode of its most popular adult cartoon at the time, Beavis & Butt-Head. Cartoons had previously aired randomly, such as 60-second Stevie & Zoya shorts since 1987. But Beavis & Butt-Head was the first adult cartoon created specifically for MTV.

By the early 1990s, MTV’s reach expanded quickly. On March 13, 1990, MTV Europe became available in Poland, Czechoslovakia, Israel, and Kenya, still in English. But on October 22, MTV Brasil launched with 24-hour programming in Portuguese. On February 26, 1991, the channel entered the USSR, becoming the only non-Soviet station broadcast there. Within a year, it was available across Russia.

The 1990s saw even more markets open up. Notable entries included MTV Mandarin (China, 1995), MTV India (1996), and MTV Russia (1998). On May 5, 1995, MTV Southeast Asia launched, followed in 1997 by MTV Nordic, covering Scandinavia and former Soviet countries like Latvia and Lithuania.


That same year brought regionalization with the launch of:

• MTV UK & Ireland
• MTV Italy
• MTV Germany (broadcasting in Germany, Austria, and Switzerland)
• MTV Australia

While millions of viewers made creators happy, they also recognized a rising rival: the internet. To keep pace, MTV launched a second channel, MTV 2, in 1998 as a digital and internet-based service. The UK led the way, though MTV USA had launched its website in October 1995 (www.mtv.com). That same year, MTV started the MTV Radio Network, which offered channel news, daily updates, and content tied to the MTV brand.

Prestigious MTV Awards

The channel expanded, gaining viewers around the globe. New programs were launched while others disappeared. Yet two events from that era, alongside the MTV Video Music Awards, continue to this day. Two competitions, two prestigious prizes.

On June 10, 1992, MTV hosted the first MTV Movie Awards. Known for unconventional categories, the awards included Best Movie Kiss alongside best film and actor/actress. Viewers also voted for Most Desirable actor and actress and Best Villain. Every ceremony includes parodies of nominated films.

Two years later, on November 24, 1994, the first MTV Europe Music Awards took place under the Brandenburg Gate in Berlin, hosted by Tom Jones. Originally an alternative to the U.S. version, the event evolved into a celebration of continental and international music. The ceremony is now held annually in different countries. Since 2007, fans can vote online.

The internet also played a role in 1997, when the new talk show MTV Yak Live allowed viewers to connect with artists and each other via computer.

The late 1990s saw two major award-winning campaigns. On November 6, 1998, MTV launched Fight For Your Right: Take A Stand Against Violence, earning an Emmy Award.

That same year, in cooperation with UNAIDS and the World Bank, MTV Europe created the docudrama Staying Alive. It shared the stories of six young people from different countries living with HIV or AIDS. The face and host of the campaign was George Michael.

The 20th century closed with massive success for MTV. Its brand was as iconic as Coca-Cola and McDonald’s. The channel’s goals were:

• to educate (musically)
• to entertain (with shows)
• to reward (with music and film awards)

A channel spokesperson said, the final century VMA was broadcast in 323 million homes across 139 countries with an estimated audience of 1 billion.

The Slow End of MTV’s Golden Age - But Not Yet in Poland

Even as the channel moved away from rock clips under the slogan Rock is dead, the late 1990s still saw four rock-themed shows, mostly nostalgic in nature:

• MTV Live
• Total Request
• Say What?
• 12 Angry Viewers

With its popularity came strong revenue from ads and subscriptions. In 1997, new studios opened in Times Square to host shows like:

• Say What? Karaoke
• Dave Holmes’s game shows
• VJ for a Day
• Hot Zone
• Sucker Free

In 1999, MTV aired the special MTV Uncensored, summarizing 20 years of programming. A book followed under the same title. But good times didn’t last. The early 2000s brought a rapid rise of the internet, marking the beginning of television’s decline. YouTube emerged as a rival MTV couldn’t beat. The sun began to set on the brand.

Still, the early 2000s saw new audience markets. While MTV was already present in Spain, France, the Philippines, and Poland, it now offered shows in local languages featuring domestic artists. MTV Poland launched on July 7, 2000. The debut concert took place on the Sopot pier, featuring Moloko, Kayah, Reni Jusis, Myslovitz, and Groovekojad. The first video aired was Jaka Ja Kayah.



Meanwhile, in the U.S., MTV launched Jackass, a show about outrageous stunts and pranks meant to shock. It drew huge audiences but sparked controversy. Despite warnings, young fans imitated the stunts. Complaints led to airing after 10 p.m. and canceled reruns. After 25 episodes, a full-length film Jackass: The Movie was made as a finale - though five more films eventually followed.

Channel Drift: Less Music, More Everything Else

A lighter program launched on March 4, 2004: Pimp My Ride, where a team customized cars. It had little to do with music. This shift was dubbed channel drift - moving toward niche interests. These shows often veered into tacky, vulgar, or downright crude territory.

Though video clips declined by 37% between 1995 and 2000, music itself remained. From 2001 to 2003, the entertainment series MTV Icon let viewers choose pop culture icons. The first was Janet Jackson.

Unhappy with the loss of classic hits, MTV Poland launched MTV Classic on June 30, 2002, with help from MTV Networks Europe and UPCtv. The opening event on June 29 in Sopot’s Forest Opera featured top Polish stars, hosted by Kuba Wojewódzki. On December 1, 2005, MTV Classic was replaced by VH1 Poland. Today, MTV Classic operates as a U.S. channel.

In the U.S., the network delved into celebrity private lives. On March 5, 2002, it premiered its first celebrity family reality show, The Osbournes. Discussions about sexual orientation also became more open, culminating in the October 9, 2007 premiere of A Shot at Love with Tila Tequila, a bisexual dating show.

MTV also embraced adult animation - an easier way to depict violence, identity issues, racism, or gun control. Top animated sitcoms included Celebrity Deathmatch, Undergrads, and Clone High.


While entertaining, MTV also acknowledged the struggles of a diverse American society. On January 10-11, 2001, it launched the anti-discrimination campaign Fight For Your Rights: Take A Stand Against Discrimination. In 2005, proceeds from the MTV Asia Awards went to tsunami victims. In March 2006, after Hurricane Katrina, MTV and United Way organized student-led aid efforts. These efforts were coordinated via mtvU, a campus-based channel that launched on January 20, 2004.

Series, Funerals, and a Logo Change

In 2005, the network launched its 100th channel, MTV Base, for Africa. On May 17, 2006, it introduced the digital platform URGE, offering 2 million songs, 110,000 artists, and 18 music styles.

Despite appearances, producers noticed a drop in viewership - especially for music programs. New websites were pulling audiences away from TV. The team began asking how to retain or attract viewers.

In 2009, producer Anthony Beltempo pitched a reality show about Italian-American life - guido culture. A cast of eight was chosen, and Jersey Shore premiered on December 3, 2009. It gained traction and soon hit 1.375 million viewers. The first season drew 4.8 million. It ran until 2012, then resumed in 2018 as Jersey Shore: Family Vacation.

In June 2005, following Michael Jackson’s death, the channel aired videos, news, and tributes for a week, ending with a live broadcast of his funeral. The model was repeated for Whitney Houston (February 11, 2012) and Adam Yauch (May 4, 2012).

A major shift came in 2010. MTV changed its logo. The channel was no longer purely "music television," once symbolized by a large "M" and small "tv." The brand evolved visually every year, but after 30 years, the familiar style was dropped. On February 8, 2010, a new logo debuted: a compact M with "TV" inside it and rotating photographic backgrounds.

The MTV PR team stated:

The new logo visually redefines MTV - reflecting its past, present, and future while embracing its diversity. From Jersey Shore to the VMAs to MoMA collaborations, the logo reflects MTV`s commitment to millennials as part of the brand.

Five years later, on June 25, 2015, MTV International added 3D elements. Though underwhelming, they remained until September 13, 2021, when the 3D effect was retired. The current red-yellow-blue logo, featuring an astronaut, echoes the 1981 original. Designed by Loyalkaspar, it’s part of a project called Moon Person.

Sean Atkins Announces Return to Music

The past decade brought many changes. The internet siphoned off viewers. MTV`s content migrated to other platforms. While innovation continued, the network had to reassess its direction. A 2010 study showed the schedule was dominated by movies and program marathons - viewers were not impressed.

Back in the `90s, marathons were new and exciting. Over time, that novelty wore off. Audiences wanted variety or nostalgic favorites like The Challenge, which aired only 1.5 hours weekly, unlike the comedy Ridiculousness which filled 88.5 hours.

Creators struggled with fresh ideas. New shows were often canceled within weeks. Critics and fans flooded the network with feedback: bring back Sorority Life, Rich Girls, The Paper, The Challenge (early seasons), Legally Blonde: The Musical, Ashlee Simpson Show, and all episodes of Making The Video/Diary.

In April 2016, to mark the channel’s 35th anniversary, MTV president Sean Atkins announced a musical revival:

• New Unplugged episodes from April 21, 2016
• VH1 Classic rebranded as MTV Classic on August 1, 2016 (airing music videos from the 1980s-2010s)
• Live concert series Wonderland premiered on September 1, 2016
• Total Request Live (TRL) was revived October 2, 2017, after being off air since 2008
• Scripted shows were phased out or moved to other networks

Despite good intentions, YouTube dealt a fatal blow. As Polish Radio wrote on August 1, 2021:

Today, MTV-branded channels drift on the edge of cable packages with little impact on artist popularity. Its golden age may be gone for good.

Since October 2016, MTV has been led by Chris McCarthy, known for reviving VH1. The company hopes he can do the same for MTV. So far, he`s made some winning moves. MTV has improved thanks to cable TV, social media, streaming, and event partnerships - but challenges remain.

Today’s music-focused shows include:

• MTV Unplugged (since 1989, latest revival in 2020)
• Fresh Out Playlist (since 2020)
• My Life on MTV (since 2021)
• Becoming A Popstar (since March 24, 2022)

However, reality shows dominate - about teen moms (16 and Pregnant, Teen Mom), crimes (True Life Crime), prank victims (Revenge Prank), competitions (The Challenge), the paranormal (Ghosted: Love Gone Missing), dating (Catfish: The TV Show), and celebrity lives (MTV Cribs).

MTV oversees several channels under the MTV Networks umbrella. Since 2019, it’s part of Paramount Media Networks.

You can explore all programming on mtv.com. The site offers schedules for MTV, MTV2, and MTV Classic, along with news, internet TV, and branded merchandise. At the bottom of the page, it reads:

As the leading youth entertainment brand, MTV is the best place to watch original series, see the latest music videos, and keep up with celebrity news.

MTV Timeline

• 1981, August 1 - Music Television, MTV, launches
• 1982 - first music news segment Profiles in Rock
• 1983, March 31 - first music video by a Black artist, Michael Jackson`s Billie Jean
• 1983, June 17 - first MTV contest
• 1983, December 2 - premiere of Michael Jackson’s Thriller video
• 1984, September 14 - first MTV Video Music Awards, including the first live concert
• 1985, July 13 - 16-hour Live Aid concert for Ethiopia broadcast live from London and Philadelphia
• 1985 - first talk show Andy Warhol’s Fifteen Minutes
• 1986 - first Spring Break coverage
• 1986, November 21 - first MTV social campaign Rock Against Drugs
• 1987 - first game show Remote Control
• 1988 - first MTV series Al TV
• 1988 - launch of Spanish-language MTV International
• 1988, August 6 - first Yo MTV Raps episode dedicated to hip-hop
• 1989 - MTV Europe premieres
• 1989, May - first non-music show House of Style
• 1990, January 21 - launch of Unplugged concerts
• 1990 - first show about sex: Sex in the 80’s
• 1991 - literacy campaign Feed Your Head
• 1991, December 1 - AIDS awareness campaign Respect Yourself, Protect Yourself
• 1992 - first reality show The Real World
• 1992, March 8 - first adult cartoon Beavis & Butt-Head
• 1992, June 10 - first MTV Movie Awards
• 1992, June 16 - youth voting campaign Choose Or Loose
• 1994, November 24 - first MTV Europe Music Awards
• 1995 - launch of MTV Radio Network
• 1995, October - MTV website www.mtv.com goes live
• 1997 - first internet use in show MTV Yak Live
• 1997 - new Times Square studios open
• 1998 - MTV 2 digital/internet channel launches
• 1998 - Staying Alive HIV/AIDS awareness campaign begins
• 1998, November 6 - anti-violence campaign Fight For Your Right: Take A Stand Against Violence
• 1999 - special program MTV Uncensored for 20th anniversary
• 2000, July 7 - MTV Poland launches
• 2001, January 10/11 - anti-discrimination campaign Fight For Your Right: Take A Stand Against Discrimination
• 2002, March 5 - first celebrity reality show The Osbournes
• 2002, June 30 - MTV Classic Poland debuts with golden hits and videos
• 2004, January 20 - college channel mtvU launches
• 2005 - MTV Asia Awards proceeds donated to tsunami victims
• 2005 - 100th MTV channel launched: MTV Base (Africa)
• 2006 - hurricane Katrina relief effort
• 2006, May 17 - digital platform URGE launches
• 2007, October 9 - first bisexual-themed show A Shot at Love with Tila Tequila
• 2009, December 3 - Jersey Shore premieres
• 2010, February 8 - MTV updates its logo
• 2015, June 25 - 3D logo format introduced
• 2016, April - new strategy launched: return to roots
• 2016, August 1 - VH1 Classic rebrands as MTV Classic
• 2016, September 1 - live concert show Wonderland debuts
• 2021, September 13 - return to the original logo style

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