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MTV2
MTV2 (formerly M2) is an American pay television channel owned by the Paramount Media Networks division of Paramount Skydance Corporation, through PMN’s MTV Entertainment Group subdivision.
The channel launched initially as an all-music video service, once the original MTV had started to shift its programming. As with its parent network, MTV2's focus on music programming would gradually be downplayed during the 2000s. By 2011, MTV2 would primarily target young adult men with original and acquired lifestyle and reality programming, reruns of male-targeting shows from MTV, acquired sitcoms and movies, and a daily block of hip hop and rock genre videos in the early mornings.
Due to Viacom's 2017 restructuring plan, MTV2's original programs were eventually moved over to the flagship MTV network, while the former network would drop its music video blocks in November of that year.
As of November 2023[update], MTV2 is available to approximately 50 million pay television households in the United States-down from its 2013 peak of 82 million households.
In recent years, MTV2 has lost carriage with the growth of streaming alternatives including its parent company's Paramount+, and has generally been depreciated by Paramount Skydance in current retransmission consent negotiations with cable and streaming providers.
MTV2 began broadcasting as simply M2 on August 1, 1996 – MTV's 15th anniversary – with Beck's "Where It's At" being the first video to air. A near "flip side" of MTV, the original format focused mostly on music and aimed at a slightly older audience (23-year-olds than MTV's 21-year-olds), especially people who do not watch a lot of MTV.
In its first few years on the air, M2 was restricted to satellite television plus the few, small markets where digital cable was then available, limiting its audience reach to around 12 million homes by 2000. M2 also broadcast live over the internet during its early years, which meant it was similarly ahead of its time in a period when few people had broadband internet connections.
M2's early years was known for its playful or ironic programming decisions that underscored the channel's free-wheeling, subversive attitude; on January 1, 1999, M2 played the music video "1999" by Prince for 24 hours straight. M2 quickly gained favor with music insiders, and as its popularity and reputation grew within the music industry, it became common for musicians and record labels to request that their new videos premiere exclusively on M2 rather than MTV. Record companies often asked to have new artists appear on the channel in taped segments with the VJs. The Spice Girls made their first U.S. television appearance on M2, as did their video for "Wannabe". At the time of their appearance on M2, the girl group was a huge success in the United Kingdom, but they were relatively unknown to U.S. audiences.
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MTV2
MTV2 (formerly M2) is an American pay television channel owned by the Paramount Media Networks division of Paramount Skydance Corporation, through PMN’s MTV Entertainment Group subdivision.
The channel launched initially as an all-music video service, once the original MTV had started to shift its programming. As with its parent network, MTV2's focus on music programming would gradually be downplayed during the 2000s. By 2011, MTV2 would primarily target young adult men with original and acquired lifestyle and reality programming, reruns of male-targeting shows from MTV, acquired sitcoms and movies, and a daily block of hip hop and rock genre videos in the early mornings.
Due to Viacom's 2017 restructuring plan, MTV2's original programs were eventually moved over to the flagship MTV network, while the former network would drop its music video blocks in November of that year.
As of November 2023[update], MTV2 is available to approximately 50 million pay television households in the United States-down from its 2013 peak of 82 million households.
In recent years, MTV2 has lost carriage with the growth of streaming alternatives including its parent company's Paramount+, and has generally been depreciated by Paramount Skydance in current retransmission consent negotiations with cable and streaming providers.
MTV2 began broadcasting as simply M2 on August 1, 1996 – MTV's 15th anniversary – with Beck's "Where It's At" being the first video to air. A near "flip side" of MTV, the original format focused mostly on music and aimed at a slightly older audience (23-year-olds than MTV's 21-year-olds), especially people who do not watch a lot of MTV.
In its first few years on the air, M2 was restricted to satellite television plus the few, small markets where digital cable was then available, limiting its audience reach to around 12 million homes by 2000. M2 also broadcast live over the internet during its early years, which meant it was similarly ahead of its time in a period when few people had broadband internet connections.
M2's early years was known for its playful or ironic programming decisions that underscored the channel's free-wheeling, subversive attitude; on January 1, 1999, M2 played the music video "1999" by Prince for 24 hours straight. M2 quickly gained favor with music insiders, and as its popularity and reputation grew within the music industry, it became common for musicians and record labels to request that their new videos premiere exclusively on M2 rather than MTV. Record companies often asked to have new artists appear on the channel in taped segments with the VJs. The Spice Girls made their first U.S. television appearance on M2, as did their video for "Wannabe". At the time of their appearance on M2, the girl group was a huge success in the United Kingdom, but they were relatively unknown to U.S. audiences.