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Despite immense financial strife and the closing of their Sydney office, MTV Australia have announced the launch of two new music channels, MTV Dance, and the rather redundantly named MTV Music, set to begin broadcasting this December.
With their Australian headquarters now defunct, leaving only a bare bones marketing team to oversee Australian operations, the two channels will be based out of MTV’s London headquarters and broadcast to Australian and New Zealand subscribers.
MTV Music will reportedly be a curated pop and rock channel, while MTV Dance will focus on the more urban side of the music scene, with a focus on EDM and hip-hop. The trailer for the latter features clips from Daft Punk, Macklemore, Kesha, David Guetta and Avicii.
MTV’s Senior Vice President and General Manager, Kerry Taylor, is enthusiastic about the launch, saying:
“MTV has a long and successful history in Australia and it remains a very important market for us internationally.
“In response to huge demand for dance music in Australia as well as around the globe, we’re excited to be introducing the first ever dedicated around the clock dance music channel down under.”
At the turn of the millennium, MTV’s focus shifted from music videos to reality programming, finding success in shows like Jersey Shore, The Hills, and Teen Mom. The advent of the internet and video streaming sites like YouTube have proved disastrous for MTV’s status as a music station.
Watch: MTV Dance Trailer