MTV Philippines

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MTV Philippines
Logo MTVPhilippines.PNG
Launched May 1992 (EEC)
January 1, 2001 (NBC)
March 1, 2007 (AYC, Inc.)
February 14, 2014 (as MTV Pinoy)
Closed February 15, 2010
Owned by MTV Networks Asia Pacific
All Youth Channels, Inc.
Picture format 480i (SDTV)
1080i (HDTV)
Slogan Everyday!
Araw-Araw
Country Philippines
Broadcast area Philippines
Replaced by MTV Southeast Asia/AksyonTV Channel 41/MTV Pinoy
Website MTVAsia.com

MTV Philippines was a 24-hour music/entertainment television network owned by All Youth Channels, Inc., with a partnership with MTV Networks Asia Pacific. The network originally started its broadcast on January 1, 2001, with its final broadcast on February 15, 2010.

MTV Philippines, in its last incarnation, was a corporate venture between MTV Networks Asia and Nation Broadcasting Corporation. MTV Networks Asia provided much of the broadcast content, while NBC provided the infrastructure. The network was once located at The Fort in Bonifacio Global City, Makati City.[1] Now its main offices, and studio, are located at Silver City in Frontera Verde, Ortigas Avenue, Pasig City .

History[edit]

MTV Asia in the Philippines on UHF Channel 23[edit]

MTV started in The Philippines on May 1992 as MTV Asia. It started as one of the channels of the STAR group—a partnership of Viacom, MTV's parent company, and STAR TV. It began airing on UHF Channel 23 licensed to Ermita Electronics Corporation, the country's first UHF TV station fully devoted to re-broadcasting from a foreign satellite channel.[2] In 1994, the partnership suffered a conflict of interest when STAR launched its own music channel, Channel V. After UHF 23 was put off-air on July 1996, the frequency was reassigned to ABS-CBN through a subsidiary, AMCARA Broadcasting Network, and has been rebranded as Studio 23. However, Studio 23 had to deal with the then-active agreement between Ermita Electronics and MTV Asia (whose main broadcast headquarters is located in Singapore).

Studio 23[edit]

By October 12, 1996 MTV was being aired on Studio 23 (now known as ABS-CBN Sports+Action) during daytime hours, while original Studio 23 programming aired on primetime. The partnership with Studio 23 ended on December 31, 2000 and moved to a new channel frequency, UHF 41. ABS-CBN then launched its own music channel, Myx, that same day.

MTV UHF Channel 41 / MTV Philippines[edit]

In 2001 MTV Networks Asia and Nation Broadcasting Corporation (NBC) signed a joint-venture agreement to form Music Source, and acquired the rights to air MTV 24 hours a day on UHF Channel 41, which was licensed to NBC.

MTV Philippines showcased local Filipino talent through videos and shows presented in-between numbers featuring international pop and rock superstars. The channel did not promote a pan-Asian format. However, MTV Southeast Asia presented Indonesian, Malaysian and Singaporean artists on their network, alternating with international pop and rock talents. Within six months from its inception on January 1, 2001, it immediately won the hearts of pop-culturally conscious young Filipino viewers. It was said that the presence of this channel eventually caused the demise of Channel V Philippines simply due to intense competition.

After 6 years of partnership, UHF Channel 41 ceased broadcasting following the dissolution of the joint venture.[3] Soon it was returned on TV broadcasting with a brand new Channel co-owned by TV5 named Aksyon TV Channel 41.

All Youth Channels, Inc. and MTV Philippines signing-off broadcast[edit]

After the dissolution of its joint venture with NBC, MTV Networks Asia signed a licensing agreement with All Youth Channels, Inc. (AYC), which is run by some of the members of Music Source, including Lumen, to control both MTV Philippines and its sister channel, Nickelodeon. AYC owned and operated 100% of then-new MTV Philippines.

MTV Philippines was an exclusive channel on cable and satellite television systems.[4] However, Lumen decided not to renew the contract (Except Nickelodeon Philippines, which is MTV Philippines's sister channel). There were also some posts claiming that instead of funding for MTV Philippines, they would support TV5 instead which they planned to be the next big thing on TV. 11 minutes before midnight of February 16, 2010, a final music video: "Video Killed the Radio Star" by The Buggles, (which was the very first music video played in MTV USA back in 1981) was played and afterwards, MTV Philippines officially signed off.[5][6][7] After the closure, it had reverted to its original channel, MTV Southeast Asia.

Return of MTV Philippines as the new MTV Pinoy[edit]

On February 14, 2014, MTV Philippines returns as MTV Pinoy with a new logo and new name. At exactly 04:00 P.M., MTV Pinoy started its commercial operations with its first program MTV Halo-Halo with VJ Sam. "Dear Lonely" performed by Zia Quizon is the first music video to air on MTV Pinoy. In partnership with MTV Networks Asia Pacific & Viva Communications.

Key people[edit]

  • Bill Roedy - President, MTV Networks International
  • Steven Tan - Executive Vice President, MTV Networks Asia
  • Francis Lumen - President & CEO, All Youth Channel, Inc.

Programming[edit]

Most of the programming consists of music/music-related shows, mainly broadcasting programming from U.S.-based MTV and VH1. The network also acquired original content from MTV Southeast Asia, as well as its own localized content.

Events[edit]

MTV Philippines has been instrumental in bringing and became official music media channel of the big-name concerts to The Philippines since their re-launch.

(*) - MTV Philippines was only the Official Music Channel of the concert.

MTV Philippines also announced that an awards show would be in the works. In the upcoming years, the network hopes to relaunch the MTV Pilipinas Video Music Awards to continue its tradition of recognizing the best of Pinoy music and video making.

Slogans[edit]

Branding Slogan Years Active
MTV Philippines MTV I like 1999-2001
MTV Philippines There's only one MTV 2001-2003
MTV Philippines MTV Enjoy 2003-2004
MTV Philippines MTV Ayos! 2004-2006
MTV Philippines MTV Everyday!/MTV Araw- araw! 2007-2010

MTV Philippines' Past VJs[edit]

Shows[edit]

List of former programs broadcast by MTV Philippines (on Cable TV)[edit]

(After re-launched March 1, 2007)[edit]

Partnerships/Affiliations[edit]

See also[edit]

References[edit]

Official website[edit]