MTV Central

MTV Germany
Launched	1997
Owned by	Viacom International Media Networks
Slogan	MTV: All Eyes On ...
Website	www.mtv.de
Availability
Satellite
Sky Deutschland	50
Cable
Kabel Deutschland	-

Screenshot of MTV Central

MTV Germany, is a 24- hour German speaking entertainment channel operated by MTV Networks Europe. The channel was launched as MTV Networks Europe began to localize its brand throughout Europe in 1997. MTV Germany (previously MTV Central) was launched on March 7, 1997. The channel was set up to counteract strong competition from former rival VIVA.

Availability

• From its inception MTV Germany was available free-to-air throughout Europe. Though the channel mainly served German speaking territories such as Germany, Austria, Switzerland, Belgium, Liechtenstein and Luxembourg.^[1]

• In late 2010, MTV Networks Germany announced that MTV will no longer be made available free-to-air from January 1, 2011.^[2] The channel is only on pay tv services such as Sky Deutschland, Kabel Deutschland, Unitymedia, Kabel BW, Alice-TV, Deutsche Telekom and NetCologne.

History

• 1997 - 2001

• Germany was served by VIVA a 24 hour German music channel, in 1997 as part of MTV Networks Europe's regionalization strategy MTV launched a German speaking channel to target existing competition within the German speaking markets. MTV Germany launched with specialized German speaking versions of hit MTV Europe shows which included the Euro Top 20, MTV Select, MTV News, Non-Stop Hits, US Top 20 Hitlist UK, Hitlist Germany, Fashion Zone, MTV Urban and The Lick.

• In 1999, MTV Germany became available free-to-air throughout Europe on Astra satellite. In 2001, MTV Networks Germany launched MTV2 Pop a 24 hour pop music channel (later replaced by Nickelodeon). In 2005, MTV Networks Europe purchased one of its biggest competitors VIVA

• 2002–2010

• In 2002, MTV Germany began to air programing from MTV US, most of this programming was either subtitled or dubbed. From 2002 onwards similar to other MTV channels in Europe. MTV Germany began to drop some of its localized programming in favour of MTV US shows. These shows included Jackass, Date My Mom and Dismissed.

• In early 2006, MTV began to further regionalize its German speaking feed to include a separate version for Austria and Switzerland. Late in 2009, MTV Networks Germany helped to localize these channels even further with the development of MTV Austria and MTV Switzerland.

• From 2008, MTV Germany was also streamed on P2P TV network TVU Player, but taken off air in March 2009. As of 2009, MTV Germany uses the same on-air identity as other MTV channels in Europe. The channel also features less music videos and airs more American MTV shows then German speaking programming. Most of this programming is subtitled in German. The headquarters for MTV Networks Germany is Berlin where its channels are based. MTV Germany remains one of the only remaining MTV transmitted by analogue satellite in Europe, and among the few transmitted on free-to-air digital services throughout the continent, along with MTV Austria, MTV Italia, MTV Adria and MTV Türkiye.

• 2011-Onwards

• From January 1, 2011, MTV Germany will only be available on major German Pay-TV platforms including Sky, Unitymedia, Telekom and Kabel BW.^[3] With the move from a free-to-air to a subscription based service. MTV Germany will no-longer host advertising^[3] on its subscription service channel. MTV Germany will continue to commission new music programming which will include MTV Brand New, MTV Top 11, 3 From 1, The Breakfast Club, Fantastic Music Videos, MTV's Chart Shows (titles to be confirmed), M is for Music. Localised programming will continue with MTV Home, a German speaking music and entertainment show. Similar to MTV channels worldwide, MTV Germany will air reality shows these include: the American version of Skins and a new seasons of Jersey Shores, When I Was 17, Punk'd with Justin Bieber, 'Lauren Conrad Fashion Show'. MTV International VJ Alice Levine will be host to a new season of 'MTV @ The Movies' and 'Celebrity Bites' airing from early 2011.

• MTV Germany's sister channel VIVA will be the main music station for MTV Networks Germany and will continue to be made available free-to-air across Germany, Austria and Europe.

• MTV Networks Germany will also launch a new music channel MTV Brand: New which will focus on the new music releases from German speaking and international artists.^[2]

• On May 16, 2011 MTV Networks in Germany launched high-definitions version of MTV, VIVA and Nickelodeon. MTV HD, VIVA HD and Nickelodeon/Comedy Central HD are a simulcast of the original MTV channels already available in Germany^[4].

• On July 1, 2011 MTV Networks Germany rebranded its MTV channel to embrace the new global on-air identity, sharing the same MTV logo from the US.

Shows

Local

• Game One
• MTV Breakfast Club

• MTV After Hours

Pan-European

• MTV Push (German speaking version)
• MTV At The Movies (German speaking version)
• MTV Crispy News (German Speaking Version)
• MTV World Stage

US

• Next
• Room Raiders
• Scarred
• 16 & Pregnant
• Flavor of Love
• Strange Love
• I Love New York
• South Park
• Drawn Together
• Family Guy

Former Local Shows

• MTV Hot
• Fashion Zone
• MTV Fett
• Brand:Neu
• MTV Urban (webshow only)
• MTV Rockzone (webshow only)
• MTV Home
• MTV Kitchen
• Non-Stop Hits
• Mad 4 Hits
• Alternative Nation
• Partyzone
• Euro Top 20
• Hitlist UK
• Hitlist Germany
• Dance Floor Chart
• US top 20
• MTV In-Touch
• MTV Webchart
• MTV News
• MTV News Highlights
• MTV News Weekend Edition
• MTV News Mag
• MTV Easy
• MTV Bytesize
• MTV Masters
• MTV Sushi
• Yo!
• MTV Amour
• MTV Live from Berlin
• MTV Live
• MTV Megamix
• MTV Comixed
• Saturday Night Music
• MTV Daira
• MTV Celebrity Deathmatch
• Superock

VJS (2010)

• Patrice (Brand: Neu, Urban)
• Markus (Brand: neu, Rock Zone Extra [webshow])
• Joko (MTV Home)
• Hadnet (Brand: neu, MTV Urban Freestyle [webshow])
• Klaas (MTV Home)
• Palina (MTV Home)

On-air Design

On September 7, 2008 MTV Germany changed their old Wishful Object on-air design to a new MTV: All Eyes On... design, which is also MTV Germany's new slogan. The on-air design was changed once more in July 2009 as a result of re-branding of all MTV channels (excluding MTV US).

MTV Germany also has an advertising agency named Dydree, although it also works for other companies like ARD and Disney.

All Eyes On...

All Eyes On... is one of MTV Germany's ways of highlighting singers and bands, which have released new music (and also might not already be widely known). Changing bi-weekly, an artist or group is chosen and then featured in clips announcing commercial breaks. The first band name to be put under the "All Eyes On" badge was MIA.; on October 6, the first non-German artist was Alicia Keys.

See also

• MTV Adria
• MTV Austria
• MTV Switzerland

References

1. ^ http://mavise.obs.coe.int/cocoon/tp/channel/1875/channel.pdf Archived 1 January 2011 at WebCite
2. ^ ^{a b} http://www.rapidtvnews.com/index.php/201011188883/mtv-germany-unveils-pay-tv-details.html Archived 1 December 2010 at WebCite
3. ^ ^{a b} http://presse.mtv.de/channel/1/107299 Archived 1 January 2011 at WebCite
4. ^ http://www.rapidtvnews.com/index.php/2011051512116/mtv-networks-expands-german-hd-line-up.html