MTV Classic (American TV channel)

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For other uses, see MTV Classic.

MTV Classic
MTV Classic logo
CountryUnited States
AffiliatesFormer:
  • VH1 (1998–2016)

Current:

  • MTV (2016–present)
HeadquartersNew York City, New York, United States
Programming
Language(s)English
Picture format480i (SDTV)
Ownership
OwnerViacomCBS Domestic Media Networks (ViacomCBS)
Sister channels
List
History
LaunchedAugust 1, 1998; 23 years ago (1998-08-01)
Former names
  • VH1 Smooth (1998–1999)
  • VH1 Classic Rock (1999–2000)
  • VH1 Classic (2000–2016)
Links
Websitewww.mtv.com/classic
Availability
Cable
Available on most cable systemsChannel slots vary on each operator
Satellite
Dish NetworkChannel 163
DirecTVChannel 336
Channel 1336 (VOD)
C-BandAMC 18-Channel 234 (H2H 4DTV)
IPTV
Verizon FiOSChannel 218
AT&T U-verseChannel 520
Streaming media
Philo, FuboTV, AT&T TV, YouTube TV
Part of a series on
MTV 2021 (brand version).svg
MTV in the United States
Programs on MTV
MTV personalities
Censorship on MTV
MTV Generation
MTV News
  • v
  • t

MTV Classic (formerly VH1 Smooth, VH1 Classic Rock, and VH1 Classic) is an American pay television network owned by ViacomCBS Domestic Media Networks. It was originally launched in 1998 as VH1 Smooth, an adult contemporary and smooth jazz channel. It was relaunched as VH1 Classic Rock in 1999 (later renamed VH1 Classic), with an emphasis on classic rock. On August 1, 2016, in honor of MTV's 35th anniversary, the channel was rebranded as MTV Classic, and now exclusively shows music videos from all genres from the 1980s to the 2010s.

History[]

1998–1999: VH1 Smooth[]

VH1 Smooth launched on August 1, 1998 as a part of the "Suite" digital package, delaying the original launch date of July 31, 1998.[1][2] The channel focused on smooth jazz, new age, and adult contemporary music.[1][3] The first music video to play on the channel was a cover of "Makin' Whoopee" by Branford Marsalis.[4]

1999–2016: VH1 Classic[]

Relaunched on August 1, 1999 as VH1 Classic Rock, the channel primarily featured a mainstream rock/adult hits-formatted mix of music videos and concert footage from the 1960s to the 1980s, though it originally included a wider range of genres and time periods.[5] The channel name was quickly changed to VH1 Classic in 2000.

The network played only music videos upon launch, but quickly expanded to a varied line-up of music-themed programs. This included themed music video compilation blocks (with categories such as Heavy Metal music, or popular music of the 1980s), full-length concerts, music documentaries such as the Classic Albums and Behind the Music series, music-oriented movies (such as Purple Rain and The Blues Brothers), and an original talk show, That Metal Show.[6] They also re-broadcast programs first shown on the main VH1 channel, including Pop-Up Video and I Love the '80s.

From January 28 to February 15, 2015, VH1 Classic aired a 24-hour a day, nineteen-day marathon of Saturday Night Live in celebration of the show's 40th anniversary.[7][8] As a result, the network broke a previous record for the longest continuous marathon in television history set by FXX's twelve-day marathon of The Simpsons.[9]

2016–present: MTV Classic[]

In July 2016, Viacom announced that on August 1, the 35th anniversary of the original MTV's launch, the network would rebrand as MTV Classic. The channel's programming continues to focus on classic music videos and programming (including notable episodes of MTV Unplugged and Storytellers), but skews more towards from the 1980s, 1990s, 2000s to the early 2010s. The rebranded network schedule also included reruns of past MTV original series such as the 2011 Beavis and Butt-head revival and Laguna Beach: The Real Orange County.[10] The network's relaunch took place at 6:00 a.m. ET with a rebroadcast of MTV's first hour on the air, which was also simulcast on MTV and online via Facebook live streaming, branded as "MTV Hour One" (the channel, as VH1 Classic, had previously aired it to mark the network's 30th anniversary in 2011).[11][12] Several VH1 Classic programs were retained in the existing schedule, albeit in late night hours.

Three days leading up to January 1, 2017, MTV Classic aired 24-hour block "Decade-a-thons" consisting of music videos from the 1980s leading up to the 2000s.[13] Afterwards, MTV Classic unveiled a new automated all-music video schedule, with all of the older MTV and VH1 Classic series content removed.[10] Since then, the only deviation from the automation has been "roadblock" simulcasts of the annual MTV Video Music Awards and MTV Movie & TV Awards to remove any competition from other ViacomCBS networks, as well occasional marathons of older MTV shows to promote new series or season launches (as was done with The Hills to promote The Hills: New Beginnings).

As of the end of 2016, the channel was the least-watched English-language channel on all of U.S. subscription providers, averaging only 30–35,000 viewers on an average night in primetime (a decline of nearly a third from the already-low numbers VH1 Classic had netted in 2015), which was likely a factor in the network quickly abandoning their new format after five months.[14][15] As of the end of May 2017, its numbers have slipped even further to an average of 14,000 viewers per night, only ahead of the moribund Esquire Network and beIN Sports, which at that time of the year is in its non-prime sports season.[16] Even those low numbers were halved by the end of July 2017, as that month's ratings showed it averaging 7,000 viewers per night, ahead of only the beIN networks.[17] If not for the addition of the seven Entertainment Studios Networks to Nielsen monitoring at the end of 2017, along with a decline in beIN Sports's ratings, it would have been the lowest rated English-language network in 2017 with a 14,000 viewer/night average.[18] Since then, it has steadily remained the fourth-to-last ranked network, behind beIN Sports and ESN's Comedy.TV and its five-network cumulative "ESN Lifestyles" entry for the remainder of its networks.[19][20]

As of 2021, MTV Classic typically shows three or four music videos in a row, all from different decades during Rock Block, House of Pop and MTV Classic Videos, with a total of either 10 or 11 videos per hour. Sometimes, the channel will deviate from its normal schedule by showing a 5 minute or longer music video or playing more than 3 videos in a row if the timing is running short of the hour. Generally speaking, many of the same videos are played, most likely due to cost or other licensing terms, despite the large library MTV has. Typically, the first of the three videos shown is a commonly rotated video, typically being the hit song from a particular album, band etc. The second video in is less commonly rotated and may be from a one-hit wonder group or artist, or another less popular song from an album. Finally, the third video typically shows another commonly rotated or popular song, and the cycle repeats following a commercial break. Due to timing constraints, the third, first, or second video may be skipped entirely. Alternatively, a fourth video may be added if timing becomes out of sync, although, this is a rare occurrence.

As of July 28, 2021, MTV Classic Videos will be playing shorter music videos were shown ranging from 2 to 3 minutes per video.

The entire broadcast of MTV is automated by a computer. Typically, rare videos are most commonly shown during the nighttime block “MTV Classic Videos”. Occasionally, about once a week, and for one hour only, MTV Classic will air rare seldom seen videos during a daytime block such as “I Want My 80s”, "90's Nation", “House of Pop”, "Rock Block", "Yo! Hip Hop Mix", "Total Request Playlist" etc. These videos may go months of even years before being aired again on the channel, similar to a radio station.

During the Summer of 2021, MTV Classic slightly increased their video variety, including the addition of several live performances from various bands and artists ranging from the late 1970s to early 2000s. Some newer music videos from the 2010s have also aired. Additionally, several Beat Club performances were shown in various blocks. Finally, some longer music videos were shown ranging from 6 to 12 minutes per video.

From June to August 2021, MTV added their “My Life on MTV” series to their channel guide, reducing the overall amount of videos shown throughout the channel on weekdays. In June 2021, MTV brought back “Artist Spotlight Series” featuring songs from the bands Rush and Rage Against the Machine. However, Artist Spotlight Series has since been discontinued. Despite being discontinued nearly all of the Rage Against the Machine video library shown in Artist Spotlight Series are frequently aired during 90s Nation, Rock Block and other blocks.

From August to September 2021 MTV brought the “Behind the Music Playlist” featuring songs from Huey Lewis and the News, Busta Rhymes, Duran Duran, New Kids on the Block, Bret Michaels and Fat Joe.

When a famous artist has recently died, MTV Classic will typically rotate in the artist or bands video library as a tribute. MTV recently aired a tribute to bands such as Van Halen, ZZ Top, Biz Markie, Charlie Watts and DMX, all of whom died during the summer of 2021.

Music videos that air on MTV Classic are typically similar to the ones provided by Vevo, but some differ slightly. Music videos that air from the 1980s typically have tape hiss artifacts, concept audio, or other slight differences. They may also be of higher visual quality than what is available online. A few videos from the 1980s to 1990s retain MTV's original Kabel typeface. MTV Classic has a large library of music videos, often times airing special music videos from motion picture soundtracks that are difficult to find online. Some videos cannot be found officially online and only exist online as a TV or other low quality version.

Little is known about the operation of MTV Classic, such as the overall rotation of videos, licensing costs, viewership, etc. The MTV website makes little mention of the channel, and playlists are only archived by fans, such as YouTuber Aja Craig who has archived most video playlists of the channel since Summer 2020.[21]

Programming[]

Main article: List of programs broadcast by MTV Classic

References[]

  1. ^ a b Hay, Carla (July 11, 1998). "MTV, Box Take Steps In Digital Programming" (PDF). Vol. 110, no. 28. pp. 8, 92. Retrieved March 12, 2017.
  2. ^ "The Suite from MTV and VH1" (PDF). Broadcasting & Cable. January 26, 1998. p. 54. Retrieved March 12, 2017.
  3. ^ Carter, Bill (November 25, 1997). "Using New Digital Technology, MTV Adds Specialized Channels". The New York Times. Retrieved March 12, 2017.
  4. ^ Hay, Carla (August 22, 1998). "MuchMusic Readies Awards, Spinoff Channel; MTV's Suite Set". Vol. 110, no. 34. Nielsen Business Media, Inc. p. 85. Retrieved March 12, 2017.
  5. ^ Hay, Carla (August 14, 1999). "Launch Debuts 5 Web Channels; VH1 Smooth Now Classic Rock". Vol. 111, no. 33. Nielsen Business Media, Inc. p. 101. Retrieved March 12, 2017.
  6. ^ "VH1 CLASSIC Will No Longer Produce 'That Metal Show'". BLABBERMOUTH.NET. January 19, 2016. Retrieved July 31, 2017.
  7. ^ Steinberg, Brian (January 14, 2015). "VH1 Classic To Run 433-Hour 'Saturday Night Live' Marathon". Variety. Retrieved November 19, 2016.
  8. ^ Petski, Denise (January 14, 2015). "'Saturday Night Live' Mega-Marathon Set To Air On VH1". Deadline. Retrieved July 31, 2017.
  9. ^ Bradley, Bill (April 9, 2014). "'The Simpsons' Launches On FXX With Longest Continuous Marathon Ever". The Huffington Post. Retrieved August 19, 2014.
  10. ^ a b Greene, Andy (June 7, 2017). "Flashback: A Random 78 Minutes of MTV From June 1982". Rolling Stone. Retrieved July 3, 2017.
  11. ^ "MTV Classic bringing The 2011 Beavis and Butt-Head, Aeon Flux and music videos back on-air". Polygon. Vox Media. July 28, 2016. Retrieved July 29, 2016.
  12. ^ "MTV Launches 'Classic' Channel Dedicated to 1990s". Rolling Stone. July 28, 2016. Retrieved July 29, 2016.
  13. ^ Barton, Chris (December 29, 2016). "A made-for-TV New Year's: From 'Twilight Zone' to James Bond, a rundown of the marathons". Los Angeles Times. Retrieved January 1, 2017.
  14. ^ Collins, Scott; Maglio, Tony (December 29, 2016). "21 Least-Watched Cable Channels, From MTV Classic to Sprout". TheWrap. Retrieved January 3, 2017.
  15. ^ Crupi, Anthony (February 27, 2017). "Small change: Why niche cable nets are on their last legs | Media - AdAge". Advertising Age. Retrieved February 27, 2017.
  16. ^ Katz, A.J. (June 6, 2017). "Cable Network Ranker: Week of May 29". TVNewser. Retrieved June 7, 2017.
  17. ^ Katz, AJ (July 25, 2017). "MSNBC Wins Weeknights Across the Board; Fox News is Most-Watched For Full Calendar Week | TVNewser". Adweek. Retrieved July 26, 2017.
  18. ^ Schneider, Michael (December 28, 2017). "Highest Network Ratings of 2017: Most Watched Winners & Losers". IndieWire. Retrieved December 28, 2017.
  19. ^ "Most-Watched Television Networks: Ranking 2018's Winners and Losers". December 27, 2018.
  20. ^ Schnieder, Michael (December 26, 2019). "Most-Watched Television Networks: Ranking 2019's Winners and Losers". Variety. Retrieved December 31, 2019.
  21. ^ "Aja Craig - YouTube". www.youtube.com. Retrieved July 31, 2021.

External links[]

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