Juice TV originally launched on the Sky Orange channel which aired on Sky's UHF pay TV service, Juice TV ran from midnight until during the day when Sky Orange was not broadcasting. While Sky Orange was a pay TV channel the picture was unscrambled during Juice TV programming allowing those who did not subscribe to SKY to view the channel without a SKY decoder. In 1997, the channel became a permanent fixture on Sky's digital terrestrial service broadcasting 24 hours a day. In 1998 Sky Orange became SKY 1 and began screening their own programming overnight as a result Juice TV broadcast exclusively on Sky Digital.
With increased competition from local music channels such as Alt TV, C4 and a New Zealand version of MTV. Juice TV has undergone a number of revamps with new hosts, on-air identity and new programming.
In 2000, New Zealand on Air were in discussions with Juice Music Television to get Juice TV broadcasting free-to-air on a UHF network that covered most metropolitan and many regional centres across New Zealand. The plan hinged on securing unused frequencies such as the unused UHF network held by Television New Zealand. The plan did not happen.
Previous hosts have included Clare and Andy P (7–9pm weekdays), Virg le Brun (4–7pm weekdays), Haimona Ngata (12–2pm weekdays), Geoffrey Bell (7pm weekdays), Justin Brown, Glenn Paul, Bruce Earwaker, Amber, and Dayna Vawdrey. All continue in the industry in various on-screen and behind the scenes roles.
The operators of Juice TV also produce 63 - Our Music TV, a music video only station that is targeted at an older audience. 63 began broadcasting as J2 in October 2000 and moved to 24 hour operation in April 2001. On May 1, 2008, J2 was rebranded as 63 - Our Music TV. Both stations use an automated Omneon Spectrum media server playout system to operate 24 hours a day and are funded by advertising paying no access fees for carriage on SKY's platform.
Juice TV is a rare example of a television station that broadcasts in the 16:9 aspect ratio over analogue and was the only one in New Zealand to do so until January 2011.
Juice TV holds an annual music video awards ceremony Juice TV Video Music Awards.
On June 16, 2010 Juice TV redesigned it website juicetv.com and also launched some new programming to the Juice TV schedule.
In 2011 Juice TV ceased broadcasting on the analogue platform.