The channel features localised advertising and sponsorship for the Irish market. The channel also hosted local shows 'MTV News' and 'MTV The Festival Show'. The channel, which is based at the Viacom International Media Networks Europe headquarters in London also hosts a local office in Dublin. The channels identity was created by Image Now (previously Chemistry) supported by the 'MTV Sheep' campaign.
As of 1 July 2009, MTV Ireland shares the same on-air identity and content as other global MTV channels. On 1 July 2011 MTV Ireland changed its logo along with other MTV channels worldwide. The channel also airs a new on-air identity.
The channel started broadcasting in HD on Sky channel 237 on 13 February 2012.