MTV Германия: История и развитие

German television channel

Music Television Germany (known as MTV Germany and abbreviated as MTV DE) is a German language free to air television channel operated by Paramount Global. The channel launched on 7 March 1997 as MTV Central, as part of a regionalisation strategy by Paramount Global, then MTV Networks Europe.

The channel primarily serves Germany, Austria and Switzerland, however it is widely available across Europe free to air. Between 2011 and 2017, the channel moved behind a paywall, limiting its availability mainly to German speaking territories. On 24 November 2017 a free to air standard definition feed was added to Astra 19.2°E with German and English audio tracks. It is available in Germany through Sky Germany, UnityMedia, PŸUR, Astra, Deutsche Telekom and Vodafone. In Switzerland, Sky and Astra. In Austria, through A1, Sky, Astra and Magenta.

Since 1993, Germany was served by VIVA as a 24 hour German music channel, while MTV was only broadcast in English through MTV Europe. 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 2002, MTV Germany began to air programming 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, Pimp My Ride and Dismissed. In 2005, MTV owner Viacom purchased its biggest German competitor VIVA. 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 was taken off air in March 2009. As of 2009, MTV Germany used the same on air identity as other MTV channels in Europe. The channel also featured fewer music videos and aired more American MTV shows than German speaking programming. Most of this programming was subtitled in German. The headquarters for MTV Networks Germany is Berlin. 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.

From 1 January 2011, MTV Germany was only available on major German pay TV platforms including Sky, Unitymedia, Telekom, and Kabel BW. With the move from a free to air to a subscription based service, MTV Germany no longer hosted advertising

On 1 July 2011 MTV Networks Germany rebranded its MTV channel to embrace the new global on air identity, sharing the same MTV logo from the US. In 2013 MTV rebranded to new global on air identity, sharing the same graphics as MTV's global channels. In 2014 in September started in HD + deutschland as free to view HD channel. In 2015 MTV rebranded again to new global on air identity, sharing the same on air identity as MTV's global channels. In 2017 MTV started online free live stream on mtv. de since 20th anniversary of MTV in Germany. In November 2017 MTV rebranded again to current on air identity, similar to MTV's global channels. In 4 December at 13 pm started FTA stream of MTV on Astra 19.2E 11973 3/4 27500 V in SD version. The same day MTV brought back more music to MTV including new shows as M us for Music, MTV Most wanted, MTV Classics, MTV Rockzone, MTV Urban, MTV Likes, MTV Crush and VIVA Top 100 premiere was moved to MTV and renamed to TOP 100. In April 2018 music content was prolonged for 2 hours in Monday Friday as M is for Music until 14 pm (previously until 13 pm) and then MTV Most wanted and in the evening hours there is repeat of 3 From 1 between 6:20 pm and 7:20 pm before MTV Most wanted premiere and 1 hour at weekend prolonging MTV Rockzone and MTV Urban as 2 hour shows. In May 2018 music content was prolonged for 1 hour at weekends as making the MTV Likes 2 hours show between 1 pm and 3 pm (previously 2 pm, evening repeat of MTV Likes is only half time as previously 7:20 8:15 pm) and There was added MTV Most wanted German chart after end of MTV Most wanted Ultimate charts on Sunday between 2 pm and 3 pm. In May 2018 was also renamed TOP 100 to MTV Top 100 and start of premiere on MTV was moved from 11 pm to 10 pm on Saturday. From 29 October 2018, the music will be given more airtime. During the week, a music program can be seen from about 01:30 to 21:15 more than 80% of daily airtime. As of 1 November 2018, a timeshift version of MTV Germany will be available on the Nicknight Germany slot under the name MTV +, which will be shown between 8:15 pm and 5:00 am. MTV + shows the regular MTV program delayed by one hour. On 31 December 2018, MTV's former rival VIVA was discontinued, thus making MTV the only remaining mainstream music television channel in Germany. On 1 March 2021, MTV+ was replaced by Comedy Central +1.

On 7 September 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 is one of MTV Germany's ways of highlighting singers and bands that 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 6 October, the first non German artist was Alicia Keys.