MTV confirms OMG channel; acknowledges VIVA closure



MTV has officially announced the launch of a new music channel, available on pay TV platforms.

MTV OMG (Obsessed with Music and Gossip) launches on 1st March, replacing temporary pop-up channel MTV Love. The channel will feature music videos and celebrity news, and will be carried on Sky and Virgin Media.

With the announcement, MTV's owner Viacom has finally announced the end of VIVA in the UK - a week late. The channel closed at the end of January, with MTV Love taking over its satellite slot, with no prior announcement to viewers. The closure of VIVA marked an end of Viacom's participation in the free-to-air music channel market in the UK after just over 15 years, in favour of growing its pay TV-based MTV channel family.

Kelly Bradshaw, VP, Brand Lead, MTV UK said:
“We’re really excited to be launching MTV OMG as the latest instalment to our booming MTV music pack. The channel will be a great complement to the rest of our portfolio, bringing audiences all the latest pop culture moments, music and gossip from the world of entertainment.”


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