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MTV Rocks (UK & Ireland)
MTV Rocks (formerly MTV Two, MTV2 Europe and M2) was a British pay television music channel that was operated by ViacomCBS Networks UK & Australia. Its programming consisted of 24-hour non-stop rock/alternative music.
The channel closed on 20 July 2020.
The structure of the MTV Networks is different in Europe from in the United States and so the role that MTV Two plays is somewhat different. The various nation MTV channels remain the flagship channels bringing a wide variety of popular music and many different show formats (including documentaries, reality TV, charts, text shows, and countdowns) however digital satellite in the UK has allowed MTV to operate subsidiary channels with their own specialist areas. So while in the US MTV2 was a varied, slightly alternative channel in the past, in Europe MTV Two was dedicated exclusively to alternative rock and indie, with the occasional alternative hip hop song; while other music output carried on MTV Base, MTV Dance, and MTV Hits covering urban music (hip hop, rap, R&B and garage), electronic dance music, and chart music respectively.
MTV Rocks initially began as M2 in October 1998. The channel initially had limited distribution being available in the United Kingdom, Ireland, Scandinavia, France, and Spain. In 2002, MTV Networks Europe expanded M2's availability across Europe and rebranded M2 to MTV2 similar to the rebranding on its sister network in the United States. The structure of MTV2 in the United States differed from its European counterpart. MTV2 Europe primarily focused on alternative indie-themed shows and music videos, while MTV2 in the US focused on reality TV programming, alternative music videos, and alternative hip-hop.
In 2000, the channel developed the first example of "360-degree programming": Viewers could choose an hour's worth of music and idents using the website, which would be broadcast usually throughout the night with little or no manipulation by the channel. Viewers would be emailed their transmission time, selection, and the option to forward to friends. It was one of the first 100% Adobe Flash websites. The TV station was one of the first media outlets for its marketing strategy to lead with its website and followed with TV programming. Viewers could program an hour of television content via the website, designed by Toby Barnes (who led MTV Interactive at the time), Brad Smith, and Mickey Stretton (from the agency Digit). The website won a number of awards, including a BAFTA Interactive Entertainment Award. In the late 2000s, MTV2 Europe began to air a range of reality programming, but music was still the main focus of the channel.
In September 2002, MTV2 Europe introduced its own on-screen presentation and graphics, and started to use much more original programming, the jewel in the station's crown being Gonzo, hosted by the then MTV UK & Ireland DJ and former BBC Radio 1 DJ Zane Lowe and regularly featuring interviews with bands along with contributions from members of the MTV2 Internet forums. It was relaunched in 2006, moving from an hour-long format broadcasting every weekday to a single two-hour show on a Friday. The show won the NME Award for Best TV Show in 2006. Unlike other MTV channels available in Europe which have regular commercial breaks, MTV 2 (as it was) ran without any advertising (apart from MTV promotions and idents) for large parts of the day, which was eventually reduced to midnight to 6 pm every day. Commercials shown were mainly for albums, DVDs, films and products that target the channel's main audience. However, from September 2005, MTV2 started to play these commercials during daytime, but still runs without interruptions throughout the night from 1 am.
In 2007, following a rebranding of MTV's channels available in the United Kingdom, MTV2 Europe was briefly rebranded as MTV Two and the presentation was changed as part of MTV's wider efforts to amalgamate the five British MTV channels into a singular brand with a common identity: the new logo is similar to the other channels, with the channel's playlist represented by a South Park-esque character who plays a Flying V guitar.
On 1 March 2010, MTV Two was rebranded as MTV Rocks. The channel now reflects a similar on-air identity as other MTV Networks International's channels. The channel has a similar playlist and schedule as MTV2 Europe for the time being.
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MTV Rocks (UK & Ireland)
MTV Rocks (formerly MTV Two, MTV2 Europe and M2) was a British pay television music channel that was operated by ViacomCBS Networks UK & Australia. Its programming consisted of 24-hour non-stop rock/alternative music.
The channel closed on 20 July 2020.
The structure of the MTV Networks is different in Europe from in the United States and so the role that MTV Two plays is somewhat different. The various nation MTV channels remain the flagship channels bringing a wide variety of popular music and many different show formats (including documentaries, reality TV, charts, text shows, and countdowns) however digital satellite in the UK has allowed MTV to operate subsidiary channels with their own specialist areas. So while in the US MTV2 was a varied, slightly alternative channel in the past, in Europe MTV Two was dedicated exclusively to alternative rock and indie, with the occasional alternative hip hop song; while other music output carried on MTV Base, MTV Dance, and MTV Hits covering urban music (hip hop, rap, R&B and garage), electronic dance music, and chart music respectively.
MTV Rocks initially began as M2 in October 1998. The channel initially had limited distribution being available in the United Kingdom, Ireland, Scandinavia, France, and Spain. In 2002, MTV Networks Europe expanded M2's availability across Europe and rebranded M2 to MTV2 similar to the rebranding on its sister network in the United States. The structure of MTV2 in the United States differed from its European counterpart. MTV2 Europe primarily focused on alternative indie-themed shows and music videos, while MTV2 in the US focused on reality TV programming, alternative music videos, and alternative hip-hop.
In 2000, the channel developed the first example of "360-degree programming": Viewers could choose an hour's worth of music and idents using the website, which would be broadcast usually throughout the night with little or no manipulation by the channel. Viewers would be emailed their transmission time, selection, and the option to forward to friends. It was one of the first 100% Adobe Flash websites. The TV station was one of the first media outlets for its marketing strategy to lead with its website and followed with TV programming. Viewers could program an hour of television content via the website, designed by Toby Barnes (who led MTV Interactive at the time), Brad Smith, and Mickey Stretton (from the agency Digit). The website won a number of awards, including a BAFTA Interactive Entertainment Award. In the late 2000s, MTV2 Europe began to air a range of reality programming, but music was still the main focus of the channel.
In September 2002, MTV2 Europe introduced its own on-screen presentation and graphics, and started to use much more original programming, the jewel in the station's crown being Gonzo, hosted by the then MTV UK & Ireland DJ and former BBC Radio 1 DJ Zane Lowe and regularly featuring interviews with bands along with contributions from members of the MTV2 Internet forums. It was relaunched in 2006, moving from an hour-long format broadcasting every weekday to a single two-hour show on a Friday. The show won the NME Award for Best TV Show in 2006. Unlike other MTV channels available in Europe which have regular commercial breaks, MTV 2 (as it was) ran without any advertising (apart from MTV promotions and idents) for large parts of the day, which was eventually reduced to midnight to 6 pm every day. Commercials shown were mainly for albums, DVDs, films and products that target the channel's main audience. However, from September 2005, MTV2 started to play these commercials during daytime, but still runs without interruptions throughout the night from 1 am.
In 2007, following a rebranding of MTV's channels available in the United Kingdom, MTV2 Europe was briefly rebranded as MTV Two and the presentation was changed as part of MTV's wider efforts to amalgamate the five British MTV channels into a singular brand with a common identity: the new logo is similar to the other channels, with the channel's playlist represented by a South Park-esque character who plays a Flying V guitar.
On 1 March 2010, MTV Two was rebranded as MTV Rocks. The channel now reflects a similar on-air identity as other MTV Networks International's channels. The channel has a similar playlist and schedule as MTV2 Europe for the time being.