MTV (Brazilian TV channel)

Last updated
MTV
Final logo, used from October 30, 2021 to December 31, 2025
Broadcast areaFlag of Brazil.svg  Brazil
Programming
Picture format 1080i HDTV
(HD feed downgraded to letterboxed 480i for SDTV sets)
Ownership
Owner Paramount Networks Americas (Paramount Global)
Sister channels MTV Live
MTV 80s
MTV 00s
Paramount Network
Nickelodeon
Nick Jr.
Comedy Central Brazil
History
Launched1 October 2013;12 years ago (2013-10-01)
Replaced MTV Brasil
Closed31 December 2025;41 days' time (2025-12-31) [1]
Links
Website mtv.com.br

MTV is a Brazilian pay television channel owned by Paramount Networks Americas. The channel is the second Brazilian version of MTV after the free-to-air network MTV Brasil, founded in 1990, ended its operations. The channel premiered at 9:30 pm BRT of 1 October 2013, with the TV show Coletivation.It appeared after Grupo Abril, who operated the terrestrial MTV Brasil for 23 years, gave back the rights of the MTV brand to Viacom. [2]

Contents

Among the international versions of MTV regarding the amount of local programming, the Brazilian version ended up in second place, losing only to its US parent in 2014. [3] Its signal, in 2014, reached approximately 12,6 million subscribers. [3]

MTV channels in Brazil will cease broadcasting on 31 December 2025. [1]

History

Background

MTV arrived to Brazil after a partnership signed between its US parent Paramount Global (previously Viacom) and the Brazilian media group Abril. The channel launched on October 20, 1990, becoming the third version to be launched in the world (after MTV Europe and the original American channel) and, for over 20 years, was deliveded over-th-air nationwide, broadcasting from São Paulo, using the facilities Abril acquired from the defunct Rede Tupi. In 2009, Abril acquired the part of MTV Brasil's shares owned by Paramount Global (formerly Viacom), becoming the owner of the rights of the brand in the country through a licensing agreement. [4] From 2010, however, the channel started facing serious financial problems, which aggravated in 2011. [5] In early 2012, rumors regarding its possible shutdown began to circulate on the Brazilian press, which were initially criticized by its staff. [6] Such information came true in the second semester of 2013, when Paramount Networks Americas (previously Viacom International Media Networks The Americas) announced that it would take over the MTV brand in Brazil. [7]

In order to differentiate from the former MTV Brasil, the new channel opted to use the MTV nomenclature. [8]

Grupo Abril, which agreed to give back the brand as part of a restructuring of its operations, kept its over-the-air network and the cession of MTV Brasil's UHF network (currently used by Xsports). [9] [10] By announcing the start of its operations, Paramount Global revealed the intent of covering 75% of the pay-TV subscriber base, which would represent a larger reach than the OTA network. It also announced that it would produce over 350 hours of national content until December 2014, with Brazilian verisons of programs, such as MTV World Stage , Guy Code e Pranked , as well as daily programs, series, extreme sports and reality shows. [7] None of the former channel's staff or technical team was sought by Viacom to take part in MTV's restructuring process. [11] The first company that confirmed its availability was Sky, which would start offering the channel from launch day, on October 1, through channel 86, replacing VH1. [12]
NET also made the channel available since launch, also replacing VH1 Brasil.

On September 14, 2013, MTV released its launch campaign, named "MTV Ask Mama", in which Mãe Dináh tried to predict the channel's future. The promos aired on MTV Brasil. [13]

On September 17, 2013, MTV Brasil's former director of programming Zico Góes confirmed that all of the former channel's programming archive would fall under the hands of Viacom. This archive is formed out of 33,000 Betamax tapes, and only 10% of the content is present in digital format. Details on how the new MTV would handle the archives were not confirmed, but it has rare footage which includes, for example, the first interview with Marcelo Bonfá and Dado Villa-Lobos after Renato Russo's death. Part of the archive, considered to be useless (such as recorded programming), was not given to Viacom and Góes aimed to make a later documentary with such footage. [14] [15]

On September 24, 2013, a press conference was held to reveal the new channel's line-up. The national programs included the magazine program Coletivation, presented by singer Fiuk and comedian Patrick Maia, reality-show Papito in Love, presented by singer Supla, and animated series Família do Zaralho, voiced by Felipe Xavier. MTV Sports, formerly seen on MTV Brasil, continued using the extant presenters. Among the international programs were South Park , MTV World Stage, Pranked, Ridiculousness , Awkward. , Catfish and The Vampire Diaries . The music video slot was interactive and devoid of presenters, withdrawing the VJ function. [16]

That MTV has no prejudice. We represent pop culture in Brazil and around the world, there are no restrictions. It's a very contemporary and very Brazilian version of MTV.

— Thiago Worcman. [17]

One minute after MTV Brasil shut down at 11:59pm on September 30, 2013, MTV's signal on cable and satellite opened with the network's logo and the time in which it would start its operations. Later, the image was replaced by a promotional one with Mother Dináh filing her nails. [18]

Launch

Ready to launch, a countdown appeared and its premiere featured a glance at the upcoming programs seen on the new channel. The first program seen was the launch day edition of Coletivation. [19] From the "old MTV" only MTV Hits launched alongside the new channel's schedule. Later, more classic programs were relaunched in new formats such as Acústico MTV, Top 20 Brasil, Beija Sapo and '[Luau MTV, with Paramount Global registering their brands. [20] [21] [22] [23]

On March 17, 2014, it premiered The Originals , spin-off of The Vampire Diaries.

End of local playout

As part of corporate restructuring, the channel's playout moved to a European server on February 20, 2024. This also happened to MTV Latinoamérica. As result, part of the programming and some of the channel's graphics changed. The signal switched during Tudão MTV. [24] [25] [26]

Shutdown

On October 7, 2025, Paramount Skydance issued an official statement announcing the shutdown of several linear channels from its portfolio in Brazil. The decision affects the distribution of MTV and its derived channels (MTV 00s e MTV Live), as well as Comedy Central, Nickelodeon, Nick Jr. and Paramount Network, with shutdown expected for December 31. According to sources heard by NaTelinha, the decision was motivated by the fall in ratings and subscribers, as well as the high maintenance costs to Serviço de Acesso Condicionado (SeAC), the same motivation that led to Disney's channels (except ESPN) being withdrawn earlier in the year, in March. The content of the closed channels will continue on streaming Paramount's streaming services, Paramount+ and Pluto TV. [27] This will mark the definitive end of MTV as a linear channel in Brazil and its second closure following Abril giving the rights to the MTV brand back to Viacom in 2013, causing its shutdown from over-the-air television. [28]

Programming

Final programming

From other Viacom Media Networks properties:

Award shows:

Former programming

Hosts

Current hosts

Former hosts

References

  1. 1 2 "Paramount encerra MTV, Nickelodeon e mais 4 canais na TV paga por decisão do novo dono". NaTelinha (in Brazilian Portuguese). Retrieved 2025-10-08.
  2. ↑ "Viacom assume a MTV Brasil, que migrará para a TV paga". Época Negócios, 30 July 2013
  3. 1 2 Falcheti, Fabrício (12 March 2014). "Viacom anuncia novidades dos canais MTV, Nick, Comedy Central e Vh1". NaTelinha. Universo Online; NE10. Retrieved 12 March 2014.
  4. ↑ "Grupo Abril adquire totalidade das ações da Viacom Inc. para MTV Brasil" Archived 2013-10-03 at the Wayback Machine . Grupo Abril, December 7, 2009
  5. ↑ "Para ex-diretor, internet é algoz da MTV". Folha de S. Paulo, September 16, 2012
  6. ↑ "Astrid Fontenelle lamenta boataria sobre fim da MTV Brasil". Jornal do Brasil, August 17, 2012
  7. 1 2 "MTV Brazil Heads to Viacom Intl.". Variety, July 29, 2013
  8. ↑ "MTV passa a ser TV por assinatura e deixa de pertencer ao Grupo Abril" Archived 2013-09-21 at the Wayback Machine . PortalImprensa, July 29, 2013
  9. ↑ "MTV migra para TV paga e deixa de pertencer à Abril". Estadão, July 30, 2013
  10. ↑ " Sem MTV, Abril quer sair do negócio de televisão" Archived 2013-08-03 at the Wayback Machine , Tela Viva News, August 1, 2013
  11. ↑ "Equipe da MTV foi ignorada pela Viacom". Estadão, July 30, 2013
  12. ↑ "Troca de Canais" Archived 2013-09-21 at the Wayback Machine . E-mail sent to subscribers of the operator, August 28, 2013
  13. ↑ "MTV Ask Mama". MTV Ask Mama, September 14, 2013
  14. ↑ "Acervo da atual MTV poderá ser utilizado pela nova MTV da Viacom". 'vcfaz.TV, September 17, 2013
  15. ↑ "Batido o martelo: acervo da MTV Brasil fica com a Viacom". RD1, September 17, 2013
  16. ↑ Terra Networks (September 24, 2013). "Fiuk apresentará programa e Supla terá reality show na nova MTV" . Retrieved September 26, 2013.
  17. ↑ Rodrigues, Stella (September 24, 2013). "Nova MTV mostra sua cara, aparentemente um pouco mais pop". Rolling Stone Brasil . Retrieved March 16, 2014.
  18. ↑ Oliveira, Fernando (October 1, 2013). "Enquanto nova MTV não estreia, Mãe Dináh lixa as unhas por horas a fio no sinal da emissora a cabo". Mundo da TV. R7. Retrieved October 2, 2013.
  19. ↑ Gregnanin, Carol (October 2, 2013). "Nova MTV estreia com Fiuk inseguro e Supla roubando a cena". Na TV. Internet Group . Retrieved October 2, 2013.
  20. ↑ Vaquer, Gabriel (April 23, 2019). "MTV volta às origens e terá parada musical semanal com votação do público". Notícias da TV (in Brazilian Portuguese). Retrieved May 13, 2025.
  21. ↑ Ellin, Gabriela (August 12, 2019). "Acústico MTV anuncia data de estreia com show de Tiago Iorc". TMDQA! (in Brazilian Portuguese). Retrieved May 13, 2025.
  22. ↑ Rezende, Polly (July 6, 2023). "MTV e Tinder revivem programa Beija Sapo". GKPB - Geek Publicitário (in Brazilian Portuguese). Retrieved May 13, 2025.
  23. ↑ "Corona traz Luau MTV de volta". Meio e Mensagem - Marketing, Mídia e Comunicação (in Brazilian Portuguese). October 23, 2024. Retrieved May 13, 2025.
  24. ↑ Facundo Bracamonte (January 30, 2024). "MTV Brasil deve se tornar um sinal europeu em breve". TVLaint Brasil. Archived from the original on 2024-02-23. Retrieved January 4, 2025.
  25. ↑ Rafa Álvarez (February 21, 2024). "MTV Latinoamérica es oficialmente operado desde Europa". TVLaint (in Spanish). Retrieved January 4, 2025.
  26. ↑ Guilherme da Silva Eda (February 20, 2024). "MTV Brasil: Transição para o feed Global (20/02/2024)". Archived from the original on January 5, 2025 – via YouTube.
  27. ↑ "Paramount encerra MTV, Nickelodeon e mais 4 canais na TV paga por decisão do novo dono". NaTelinha (in Brazilian Portuguese). Retrieved October 8, 2025.
  28. ↑ "Fim da MTV no Brasil era questão de tempo". R7 Entretenimento (in Brazilian Portuguese). October 9, 2025. Retrieved October 9, 2025.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.