Sixth Incarnation of MTV in the Philippines to Launch Tomorrow

A revival of MTV in the Philippines will be launched tomorrow. (Logo courtesy of Viacom International Media Networks)

A new version of MTV in the Philippines will be seen anew.

On Tuesday, August 1, the sixth incarnation of MTV’s Philippine channel will officially launch in a majority of cable and satellite outlets in the country. This new channel, a collaboration of Viacom and Solar Entertainment, will be known as MTVph.

Viacom International Media Networks vice president and general manager Paras Sharma is excited to revive the MTV brand in the Philippines, saying:

“We are thrilled to work with Solar Entertainment Corporation to not only bring a brand new MTVph into the Philippines, but expand MTV’s reach across platforms. We already have a strong MTV fan base in the country, so this move solidifies our on-going commitment to bolster local programming to cater to the viewing preferences of our Filipino young audience.”

The premiere will coincide with the 36th anniversary of MTV in the United States. Before YouTube became the go-to-source for popular music videos, it was MTV that popularized the vehicle, turning unknown artists into superstars almost overnight with the help of music videos.

However, the history of MTV in the Philippines is anything but memorable. There have been five prior incarnations of MTV in the country, none of which lasted as long as the original.

• MTV Asia (1992-96) – Aired on Channel 23 licensed by Ermita Electronics Corporation. Viacom and STAR TV joined forces for this venture, until the latter’s decision to launch Channel V eventually led to its demise.
• MTV Philippines (1996-2000) – Channel 23 was acquired by ABS-CBN and rebranded as Studio 23. MTV continued to air in the channel during the daytime, but its broadcast ended after ABS-CBN launched MYX.
• MTV Philippines (2001-07) – By far the longest-lasting and most popular incarnation, the original MTV Philippines was aired on Channel 41 24/7 through a partnership with Viacom and the Nation Broadcasting Corporation. The partnership ended once NBC and Viacom parted ways.
• MTV Philippines (2007-10) – A partnership with Viacom and All Youth Channels, this version of MTV was the first to air exclusively on cable and satellite. However, AYC chairman Francis Lumen ended the partnership in 2010, and for the next four years, the MTV seen in the country was that of MTV Southeast Asia.
• MTV Pinoy (2014-16) – Viacom and Viva joined forces to launch the more recent localized version of MTV. Unlike previous incarnations, MTV Pinoy aired mostly Filipino-dedicated content. After its dissolution, an MTV Pinoy block aired on MTV Southeast Asia for a few months.

Now that this latest incarnation of MTV in the Philippines will be launched anew, a few questions remain.

• Will it become relevant in the age of YouTube and other streaming services?
• Will Solar’s recent poor financial history play a big factor in this venture?
• Will MTV be able to compete against contemporaries MYX and Channel V?

One can only hope that MTVph will make a lasting impression and not suffer the same fate as its previous incarnations. That said, if Solar can somehow put their finances into order, then MTVph will be in good shape in the years to come.

Advertisement

When MTV Ruled the Philippines

Before MYX came along, there was MTV, a network focused only on music videos.

Before MYX became the ultimate destination for local and foreign music videos, Filipinos tuned in to MTV. Originally a block-timer with Studio 23 in the late 1990s, MTV spun off in 2001 and took over full-time on Channel 41 through the Nation Broadcasting Company. This forced ABS-CBN to make a channel of their own, which eventually became MYX. Soon after viewership on MTV Philippines grew, in large part to charismatic VJs such as KC Montero, Sarah Meier and Belinda Panelo.

MTV Philippines prospered thanks to its broadcast of major events such as the Video Music Awards, MTV Movie Awards, MTV Asia Awards, and the MTV Pilipinas Awards. But more than just music videos, MTV also provided both animated and live action programs produced by the US MTV. In addition, MTV Philippines also launched the VJ Hunt, where they search for potential talent for future shows. The popularity of MTV in the Philippines proved to be final nail in the coffin of Channel V Philippines, and the then-GMA owned network was cancelled midway through 2001.

Unfortunately, the popularity of YouTube and the widespread availability of MYX in the country would doom MTV Philippines, and in 2007 free TV broadcast of MTV Philippines was shut down by NBC. MTV Philippines continued to air on cable until 2010, when it was shut down for good in favor of MTV Southeast Asia. The closure of MTV in the Philippines coincided with the shift of MTV’s content in the US, where less music videos were aired in favor of more original programming, such as Jersey Shore.

Despite the demise of MTV, it remained influential to many Filipinos. MTV was the first full-time network in the country to air music videos on most hours, in order to promote an artist or band’s work. It also introduced Filipinos to the video jockey or VJ, and their exposure to television helped them land more lucrative hosting jobs elsewhere. MTV also provided directors an opportunity to learn their craft, and in doing so, helped them earn praise and adulation from viewers. Finally the content aired on MTV was essential in exposing the viewer to the realms of adult reality television, helping it stand out from others.

While MTV is gone, it will never be forgotten. MTV proved to be a standardbearer for all music channels. And if not for MTV, MYX would not have become a preeminent music video channel it is today.

Billboard Hot 100 – June 1, 2013

Here are the Top 10 songs from the Billboard Hot 100 for the week of June 1, 2013.

1. Macklemore & Ryan Lewis feat. Ray Dalton – Can’t Hold Us. No.1 last week.

2. P!nk feat. Nate Ruess – Just Give Me A Reason. No. 2 last week.

3. Justin Timberlake – Mirrors. No. 3 last week.

4. Bruno Mars – When I Was Your Man. No. 4 last week.

5. Rihanna feat. Mikky Ekko – Stay. No. 5 last week.

6. Florida Georgia Line feat. Nelly – Cruise (remix). No. 10 last week.

7. Selena Gomez – Come & Get It. No. 6 last week.

8. Imagine Dragons – Radioactive. No. 8 last week.

9. Icona Pop feat. Charli XCX – I Love It. No. 9 last week.

10. Daft Punk feat. Pharrell Williams – Get Lucky. No. 15 last week.

The entire compilation of the Top 10 songs for June 1, 2013 can be viewed below.

Our thanks to BillboardClassic for providing us this week’s Billboard Hot 100 Top 10.

Billboard Hot 100 – May 18, 2013

Here are the Top 10 songs from the Billboard Hot 100 for the week of May 18, 2013.

1. Macklemore & Ryan Lewis feat. Ray Dalton – Can’t Hold Us. No.2 last week.

2. P!nk feat. Nate Ruess – Just Give Me A Reason. No. 1 last week.

3. Justin Timberlake – Mirrors. No. 5 last week.

4.Rihanna feat. Mikky Ekko – Stay. No. 3 last week.

5. Bruno Mars – When I Was Your Man. No. 6 last week.

6. Macklemore & Ryan Lewis feat. Wanz – Thrift Shop. No. 4 last week.

7. Icona Pop feat. Charli XCX – I Love It. No. 9 last week.

8. Imagine Dragons – Radioactive. No. 10 last week.

9. Florida Georgia Line feat. Nelly – Cruise (remix). No. 13 last week.

10. Pitbull feat. Christina Aguilera – Feel This Moment. No. 8 last week.

The entire compilation of the Top 10 songs for May 18, 2013 can be viewed below.

Our thanks to BillboardClassic for providing us this week’s Billboard Hot 100 Top 10.