MTV Two

Infobox TV channel
name = MTV Two
logofile = MTV_Two.png logoalt =
launch = October 1998
share = 0.0%

share as of = February 2008
share source = [http://www.barb.co.uk/viewingsummary/monthreports.cfm?report=monthgmulti]
owner = MTV Networks Europe
web = [http://www.mtv.co.uk/mtv2/ www.mtv.co.uk/mtvtwo]
sat serv 1 = Sky Digital
sat chan 1 = Channel 355
sat serv 2 = Cyfra+
sat chan 2 = Channel 102
sat serv 3 = Canal Digitaal Satelliet
sat chan 3 = Channel 25
sat serv 4 = n
sat chan 4 = Channel 73
sat serv 5 = Dolce
sat chan 5 = Channel 455
sat serv 6 = TV Vlaanderen Digitaal
sat chan 6 = Channel 41
sat serv 7 = yes (Israel)
sat chan 7 = Channel 78
sat serv 8 = ZON TVCabo
sat chan 8 = Channel 141
cable serv 1 = Virgin Media
cable chan 1 = Channel 325
cable serv 2 = UPC Ireland
cable chan 2 = Channel 702
cable serv 3 = @Home (Netherlands)
cable chan 3 = Channel 176
cable serv 4 = UPC Romania
cable chan 4 = Channel 108
cable serv 5 = ZON TVCabo
cable chan 5 = Channel 141
cable serv 6 = Hot (Israel)
cable chan 6 = Channel 93
adsl serv 1 = iNES
adsl chan 1 = Channels Vary
adsl serv 2 = T-Home (Hu)
adsl chan 2 = Channels Vary
adsl serv 3 = Free (Fr)
adsl chan 3 = Channel 54
adsl serv 4 = Alice Home TV (Italy)
adsl chan 4 = Channel 780
adsl serv 5 = Stream TV (Russia)
adsl chan 5 = Channel 10 |

MTV Two, formerly known as MTV2 Europe and M2, is a 24 hour alternative music channel broadcast from London throughout Europe. The channel broadcasts in the UK, Ireland, Sweden, Norway, Denmark, Finland, France, Spain, Germany, Austria, Switzerland, Italy, Portugal, Hungary, Israel, the Netherlands, Poland, Russia, Romania, Czech Republic, Slovak Republic, Slovenia, Croatia, Serbia, Montenegro and the Baltic countries.

Format and history

The structure of the MTV Networks is different in Europe from in the U.S. and so the role that MTV Two plays is somewhat different. The various nation MTV channels remain the flagship channels bringing a wide variety of popular music and many different show formats (including documentaries, reality TV, charts, text shows, and countdowns) however digital satellite in the UK has allowed MTV to operate subsidiary channels with their own specialist areas. So while in the US MTV2 is a varied, slightly alternative channel, in Europe MTV Two is dedicated exclusively to alternative rock and indie; with other music output carried on MTV Base, MTV Dance, MTV Hits covering urban music (hip hop, rap, R&B and garage), dance (and its associated sub-genres), and chart music respectively.

At its initial launch, as M2 (the channel changed its name to MTV2 in 2000), the European version was similar to the U.S. channel, taking a similar music policy. The Channel had its own on-screen identity (originally developed by Run Wrake, then followed by a relaunch by Toby Barnes and Digit ) its own web presence and a focus on electronica and alternative hip hop. Artists featured included Aphex Twin, Björk, Air, Howie B and others. There was however the exception of a newer, but now defunct, separate German MTV2, MTV2 Pop, broadcast from Hamburg and Berlin, which broadcast more mainstream clips as its original German MTV counterpart, which is still dedicated to more alternative music videos by now.

In 2000 the channel along with then head of interactive for MTV Toby Barnes developed the first example of 360 degree programming. Viewers could choose an hour's worth of music and idents using the BAFTA Interactive Entertainment Awards winning website (programmed by Digit was one of the first 100% Adobe Flash websites), which would then be broadcast usually throughout the night with little or no manipulation by the channel. Viewers would be emailed their transmission time, their selection and the option to forward to friends.

In September 2002, the European version introduced its own on-screen presentation and graphics, and started to use much more original programming, the jewel in the station's crown being "Gonzo", hosted by former MTV UK VJ and now BBC Radio 1 DJ Zane Lowe and regularly featuring interviews with bands along with contributions from members of the MTV2 Internet forums. It was relaunched in 2006, moving from an hour-long format broadcasting every weekday to a single two-hour show on a Friday. The show won the NME Award for Best TV Show in 2006.

In July 2007, the channel changed its name again to MTV Two, and the presentation was changed as part of MTV's wider efforts to amalgamate the five British MTV channels into a singular brand with a common identity: the new logo is similar to the other channels, with the channel's playlist represented by a South Park-esque character who plays a Flying V guitar.

Programming

The channel concentrates on providing a place for new music and upcoming artists in the areas of rock, punk, indie, metal and similar genres. Themed slots are now a regular feature on the channel, as well as SMS-oriented shows, showing viewers' text messages in an on screen chat forum, and more recently shows like "The Takeover" where artists like Sonic Youth, Fall Out Boy, The Futureheads as well as former Faith No More lead singer Mike Patton present videos they have chosen from the MTV archives. As of 2007, the vast majority of the channel's output is made up of back-to-back music videos, with most programming being music orientated; occasionally shows such as Beavis and Butthead are aired.

From early 2005, MTV Two started broadcasting the alternative music show "120 Minutes" every night, instead of its previous timeslot of Saturday nights. The show airs nightly at 1am and runs without commercials. A "120 Metal Minutes" show broadcasted on Friday nights until it was cancelled in April 2006, with metal and hardcore videos instead being played on the channel's "Headbanger's Ball" timeslot on Tuesday and Saturday evenings.

Other shows that have been broadcast by MTV Two past and present include MTV-produced shows like "Daria", "Jackass", "Viva La Bam", "Wonder Showzen", "Crazy Monkey", and "Dirty Sanchez", along with more eclectic shows such as "This Is Our Music" and "rockfeedback tv". The "Myspace Chart Show" also broadcasts everyday on the channel, and is updated on Sundays.

MTV Two occasionally airs a sketch called "Ginger Bloke," in which a "Ginger Bloke" appears to interview mainstream acts, mocking them during the interview and eliciting foolish responses. This is obviously done by editing his questions with answers to other questions.

Events

In recent years, MTV Two has taken "Gonzo" on different tours of the United Kingdom. "Gonzo On Tour" has been a regular tour for the past two years, touring various Barfly venues and filming the results for broadcast on the channel. Bands such as The Eighties Matchbox B-Line Disaster, Goldie Lookin' Chain, Franz Ferdinand, Kaiser Chiefs and Maxïmo Park have played in the past, and in 2005 the tour featured bands such as The Rakes, Arctic Monkeys, Editors, and The Subways headlining one venue each, with support from Test Icicles and Be Your Own Pet.

In May 2006 the channel held a series of gigs at Brighton's Great Escape festival, with The Futureheads, The Cribs and Mystery Jets headlining alongside bands such as Metric, The Sunshine Underground and The Fratellis; the gigs were filmed and broadcast a few weeks later alongside interviews and backstage clips.

Other live events MTV Two have staged include the "Bandwagon Tour" featuring Viva Voce, Clor, The Departure and The Kooks, along with gigs at SXSW and coverage of the Reading and Leeds festivals.

In November 2006, MTV Two hosted its first "Spanking New Music Tour" where Fields, Forward Russia and The Maccabees supported headliners Wolfmother, with live footage from the Brixton Academy gig broadcast in a Gonzo special.

Advertising

Unlike other MTV channels in the UK which have regular commercial breaks, MTV 2 (as it was) ran without any advertising (apart from MTV promotions and idents) for large parts of the day, which was eventually reduced to midnight to 6pm every day. Commercials shown were mainly for albums, DVDs, films and products that target the channel's main audience. This was contrary to other MTV channels in the UK (including VH1 and TMF, who have always used commercials, many of them from Jamster! and similar companies.) However, from September 2005 MTV2 started to play these commercials during daytime, but still runs without interruptions throughout the night from 1am.

ee also

* MTV One
* MTV Base
* MTV Dance
* MTV Hits

External links

* [http://www.mtv.co.uk/mtvtwo MTV Two] at MTV.co.uk