Prominent industrialist Anand Mahindra has penned a heartfelt and nostalgic tribute following the news of iconic music television channel MTV shutting down several of its international feeds. His reflections underscore the deep cultural imprint the channel left on generations of viewers worldwide.
Anand Mahindra's Nostalgic Goodbye to a Cultural Pillar
Taking to social media platform X, the Chairman of the Mahindra Group expressed what the channel meant for those who witnessed its rise. He described MTV as a transformative force that fundamentally altered the consumption of music.
"The end of MTV hits differently for Baby Boomers like me," Mahindra wrote. "When it launched in 1981, it changed how we heard and saw music. It shaped tastes, icons, and the sense of what was cool." He concluded his post with a fitting, nostalgic nod, writing, "I guess this deserves one last chorus by Sting of: 'I want my MTV.'"
His sentiments resonated powerfully online, especially with users who grew up during the 1980s and 1990s, the era when MTV stood at the epicentre of global pop culture and youth identity.
The Global Sunset: MTV's Music Channels Go Off Air
The recent discussions were triggered by the shutdown of multiple music-focused MTV channels towards the end of 2025. According to reports from publications like People.com and Rolling Stone, MTV ceased broadcasts of several specialist channels on December 31, 2025, in regions including the UK, parts of Europe, Australia, and Brazil.
The channels removed from linear television included:
- MTV Music
- MTV 80s
- MTV 90s
- Club MTV
- MTV Live
In a poignant full-circle moment, MTV Music played The Buggles' 'Video Killed the Radio Star' as its final sign-off—the very same track that launched the network in the United States on August 1, 1981. This symbolic choice highlighted the monumental shift the brand has witnessed over more than four decades.
MTV's Enduring Legacy in India and Beyond
MTV's launch in 1981 revolutionized the music industry by making the music video essential to an artist's identity. It propelled artists like Michael Jackson, Madonna, and Prince into global superstardom and created a new visual language for entertainment.
For India, MTV arrived later but its impact was just as significant. MTV India launched in the mid-1990s and rapidly became a cultural staple for urban youth. It served as a crucial bridge, introducing international pop and rock while also platforming home-grown talent.
The channel's influence extended beyond music videos:
- It popularised the concept of Video Jockeys (VJs).
- It pioneered youth-centric programming that shaped fashion trends.
- Its distinctive style left a lasting mark on Indian advertising and television production.
It is crucial to clarify that MTV has not disappeared entirely. As noted by industry reports from Variety and the BBC, the recent closures affect only specific international linear music channels. The flagship MTV channels in key markets like the UK and the US continue to broadcast. In regions where the music-only channels closed, viewers are now directed to MTV's main channel and its digital platforms, reflecting the network's strategic pivot in line with modern, on-demand viewing habits.
Thus, while an era defined by 24/7 music video programming on television has ended for many, the MTV brand adapts to its next chapter, leaving behind a legacy that, as Anand Mahindra's tribute confirms, shaped the cultural DNA of multiple generations.
