MTV Brasil

MTV Brasil was a Brazilian free-to-air television network owned by Grupo Abril focused on the youth. The network was launched on 20 October 1990, as the first specialty television network to broadcast over free-to-air, becoming the local version of MTV.[1] It was the third MTV version launched in the world, and the first to broadcast via terrestrial television.

For the current Viacom-owned pay television channel, see MTV (Brazilian TV channel). For the song, see Viva La Juerga.

MTV Brasil
TypeFree-to-air television network
CountryBrazil
AffiliatesSee List of MTV Brasil affiliates
SloganA música não para (The music doesn't stop)
HeadquartersSão Paulo, SP, Brazil
Programming
Language(s)Portuguese
Picture format480i (4:3 SDTV)
1080i (16:9 HDTV)
Ownership
OwnerAbril Radiodifusão
MTV Networks (1990–2009)
ParentGrupo Abril
Viacom (1990–2006; 2005–2009)
History
Launched20 October 1990 (1990-10-20)
FounderGrupo Abril and MTV Networks
Closed30 September 2013 (2013-09-30)
Replaced by
Former namesTV Abril (1989–1990)

The network headquarters was in São Paulo city, in the Avenida Professor Alfonso Bovero, 52, on the neighborhood Sumaré, which was formerly the headquarters of Rede Tupi. This building was listed by Conselho de Defesa do Patrimônio Histórico (Condephaat) as a historical heritage, becoming the first to be listed in the city.[2]

At the beginning of the 2010s, was considered the largest youth network and the seventh largest TV network in Brazil, it is still considered by Meio&Mensagem newspaper as the fifth most admired TV network in the country.[3][4] Also was the first targeted TV in the country dedicated to young people,[5][6] besides being the first TV network in Brazil to broadcast their programming 24 hours a day (without getting out of breath at dawn).[7]

The network ceased their operations on 30 September 2013, being replaced by a new TV channel operated by Viacom on subscription television. On terrestrial television, however, the network was replaced by Ideal TV.[8]

Background

MTV, acronym of Music Television, debuted in the United States on 20 August 1981 under the control of Warner-Amex Satellite Entertainment.[9][10] Today owned by Viacom, the subscription network revolutionized the music industry worldwide with the popularization of music video, that is guided by people known as video jockeys.[11][12] In Brazil, the company has partnered with the Rede Bandeirantes for the transmission of events, such as awards.[13]

The music video came to Brazil through the Rede Globo's weekly news magazine Fantástico. The news magazine was the only TV show to produce and broadcast this type of production until the early 1980s, when the independent music video producers wanted to escape the standards imposed by the network. At the same time, MTV appeared in the North American market. Throughout the decade, other programs dedicated to music videos were created, like Clip Trip, on TV Gazeta, Som Pop, on TV Cultura, FMTV and Manchete Clip Show from the defunct Rede Manchete and the Clip Clip, broadcast by Rede Globo.[14]

History

MTV Brasil was launched on 20 October 1990, only to metropolitan São Paulo, through UHF channel A32 and metropolitan Rio de Janeiro, through VHF channel A9 (with TV Corcovado as an affiliate station). The first video shown was Garota de Ipanema, sung by Marina Lima.

In 1996, Viacom acquired 50% of the network, which was, until then, a wholly owned subsidiary of Abril.

In 2005, due to regulatory requirements that non-Brazilian companies can own only up to 30% of a terrestrial network, Abril acquired 20% of MTV Brasil from Viacom.

In late 2006 MTV Brasil released its broadband channel following the international model for the MTV Overdrive.

Logo used from 5 March 2007 until 4 March 2012 - Still used in most of the MTV shows' logos.

On 2 December 2007, after the official start of commercial HDTV broadcasts in Brazil, MTV launched MTV HD, a simulcast of the main MTV service, featuring original high-definition series and MTV2's $2 Bill concerts. MTV HD is currently available over-the-air in São Paulo. In January 2008, MTV changed its broadcast frequency in Rio de Janeiro from UHF channel 24 to 48. On 1 September 2008 starts transmitting on satellite Star One C2 (70°W South America coverage) by analog system PAL-M, free-to-air frequency 4010H after being encrypted since 1993. This is seen as a response to NET Brasil (a wholly owned subsidiary of Organizações Globo that distributes channels to NET Serviços – and its affiliates – and SKY Brasil) dropping MTV from its systems, after disagreeing to MTV conditioning its carriage on cable and satellite to the carriage of Abril owned channels Fiz and Ideal, which, for low viewership (especially since they were never carried by Net or Sky), were closed down in July 2009. MTV remains available on Net cable in markets where it's a must-carry station, for being a full-power broadcast station covering that market.

In December 2009, Abril announced it would purchase Viacom's stake in MTV Brasil and gain exclusive rights to use the MTV brand in Brazil.

MTV Brasil was one of the few MTV channels around the world that didn't air Laguna Beach or any of its spin-offs (such as The Hills), since they were picked up by competitor Multishow.

On 15 May 2013, journalist Keila Jimenez published an article in her blog "Outro Canal" that Grupo Abril was not going to continue to manage the channel until the end of that year, due to the risk of bankruptcy. On 12 June, Kelia posted that Grupo Abril was going to return the brand MTV to Viacom and was going to release a new channel in its place. This was later confirmed by another journalist, Patricia Kogut.[15] A day later, MTV Brasil canceled three TV shows: Acesso MTV, MTV Sem Vergonha and A Hora do Chay and its VJs were fired. A week later, Zico Góes, head of programming on the channel, confirmed that the brand MTV was returned to Viacom and MTV Brasil was going to continue with new TV shows until the end of September. On 29 July, Viacom International Media Networks announced that the channel would be relaunched on 1 October on pay TV. Grupo Abril announced a goodbye special of the channel from free-to-air television on 30 September. In September, Grupo Abril agreed to sell the entire archive (almost 33 thousand VHS video-tapes) to Viacom. Most of the collection is being selected by Zico Góes, who is scheduled to release a book with the My MTV special shows. The last live TV show of MTV Brasil was held on 26 September, with the VJs and employees of the channel making a party around the former MTV building in Perdizes. It was held from 6pm to midnight (BRT).

The last TV show aired was O Último Programa do Mundo ("The Last Program in the World"). Cuca Lazarotto, who introduced the first music video aired on MTV Brasil, also introduced the last music video, "Maracatu Atômico" by Chico Science & Nação Zumbi.[16] Astrid Fontenelle appeared to give the last message aired by MTV Brasil (which was recorded in the third week of September) and close MTV Brasil's broadcasting. Fontenelle was known for being the first VJ of MTV Brasil's most famous TV show, Disk MTV. After that, the channel was replaced by Grupo Abril's Ideal TV[17] and MTV Brasil relaunched on pay TV as only "MTV" on the following day.

See also

References
  1. Parente, Edianez (21 May 2013). "De onde veio e para onde vai a MTV Brasil" (in Portuguese). Observatório da Imprensa. Archived from the original on 14 June 2013. Retrieved 8 June 2013.
  2. "Condephaat tomba sede da extinta TV Tupi" (in Portuguese). R7.com. 13 March 2012. Retrieved 21 May 2012.
  3. José Paulo Sant’Anna (5 December 2011). "Veja, Globo e CBN na liderança entre os mais admirados". Meio&Mensagem. Retrieved 20 April 2012.
  4. "As redes de TV" (in Portuguese). Donos da Mídia. Archived from the original on 8 October 2011. Retrieved 7 October 2011.
  5. "MTV" (in Portuguese). Publiabril. Archived from the original on 31 December 2012. Retrieved 7 October 2011.
  6. "Trajetória pioneira" (in Portuguese). Editora Abril. 18 January 2012. Archived from the original on 12 February 2008. Retrieved 28 May 2010.
  7. "Anos 90 - A História da Televisão no Brasil" (in Portuguese). Tudo sobre TV. Retrieved 14 October 2017.
  8. Possebon, Samuel (20 September 2013). "No lugar da MTV, TV Abril terá programas de negócios e carreiras". Tela Viva (in Portuguese). Converge Comunicações. Archived from the original on 21 September 2013. Retrieved 20 September 2013.
  9. "MTV drops 'Music Television' from the network logo". Los Angeles Times (in Portuguese). 8 February 2010. Retrieved 21 June 2012.
  10. "80Music.about.com". 80Music.about.com. 1 August 1981. Retrieved 7 August 2010.
  11. Bahiana, Ana Maria (21 October 1990). "O mundo (quase) perfeito da MTV" (in Portuguese). O Globo. Retrieved 10 February 2014.
  12. "MTV changed the music industry on August 1, 1981". CNN. 31 July 1998. Retrieved 5 June 2009.
  13. "Atrações da Rede Bandeirantes". Folha de S.Paulo (in Portuguese). 24 December 1989. Retrieved 10 February 2014.
  14. Paulo Cunha (October 2009). "O Videoclipe não morreu" (in Portuguese). Archived from the original on 6 July 2011. Retrieved 6 February 2011.
  15. Kogut, Patricia (12 June 2013). "Abril devolve MTV Brasil à programadora americana Viacom". O Globo. Retrieved 13 September 2013.
  16. "MTV se despede com clipe de chico science=BBC UK". Retrieved 28 July 2014.
  17. Possebon, Samuel (20 September 2013). "No lugar da MTV, TV Abril terá programas de negócios e carreiras". Tela Viva. Archived from the original on 21 September 2013. Retrieved 28 September 2013.
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