The decision was strictly about math. As part of broader cost-cutting moves by parent company Paramount Global, smaller linear channels with declining viewership were phased out. Music video stations simply don’t pull the audiences they once did in an era dominated by on-demand streaming and short-form video. Maintaining multiple 24-hour channels no longer made financial sense. The final song aired on some of those feeds was “Video Killed the Radio Star,” making the closing come full-circle.
Related: MTV Icon Martha Quinn Reacts to the Network's Final Music Video
Reaction online has been immediate and personal. Reddit threads and social posts are filled with memories tied to songs moments. Watching after school. Leaving the TV on all night. Discovering an artist because a video happened to come on at the right time. People mention shows like Yo! MTV Raps and Headbanger’s Ball, and how music television once shaped taste simply by sequencing.
MTV may have moved away from music videos as a business priority, but the attachment to that format clearly hasn’t faded. Seeing those videos play again, back-to-back and uncurated, is a reminder of how so much of this media once entered people’s lives...unexpectedly.
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