The news that MTV is shutting down its music channels does not come as a surprise to me. Starting in 1986, I ran MTV, VH1, Nickelodeon, Comedy Central, and other cable TV networks for 17 years as the CEO of MTV Networks, the sun in Viacom’s solar system. It hasn’t been that for a while. MTV has been losing credibility for years, and it’s devolved into a dumping ground for B-grade reality shows. No new music energy has been pumped into it for ages.

Only the U.K. music channels are affected for now, but the United States can’t be far behind. The business case for running music videos on a linear TV cable network in this increasingly digital, on-demand world is terrible and only getting worse. Why sit around and wait for Beyoncé when you can summon her video with a simple click?

David Ellis

See Full Page