MTV Australia
From Wikipedia, the free encyclopedia
| MTV Australia | |
 |
|
|---|---|
| Launched | 1995 |
| Owned by | Viacom International |
| Audience share | 0.1% (Nov '06, Source:[1]) |
| Website | www.mtv.com.au |
| Availability | |
| Satellite | |
| Foxtel | Channel 45 |
| Austar | Channel 45 |
| Cable | |
| Optus Television | Channel 808 |
| Foxtel Digital | Channel 808 |
| Austar Digital | Channel 808 |
MTV Australia is the Australian version of MTV Music Television, a channel specialising in music and youth culture programming. It is owned by MTV Networks and primarily features imported shows as well as locally produced programming.
The "MTV" brand was launched in Australia during April 1987 as a music program on the free-to-air Nine Network. The program was hosted by Richard Wilkins and aired late on Friday and Saturday nights. The program presented a mixture of music videos, artist interviews and music segments and relied heavily on imported American content. Unlike it's Australian counterparts such as Australian Broadcasting Corporation's Rage and Network Ten's Video Hits, its focus was predominantly hard rock music and the program rarely played dance, rap or Rhythm and blues music. The program was discontinued in 1993 when Nine chose not to renew the licence with Viacom. Nine said the axing was due to high production and licensing costs.
"ARC Music Channel", owned by Austereo, was later launched, and in 1996 it affiliated with MTV Networks, with joint ownership including Village Roadshow and Optus Vision, and was rebranded as the MTV channel. Later the channel broke away to become a wholely owned subsidiary of MTV Networks. In 2005 the channel set up MTV Networks Australia, which also operates VH1 Australia, and is owned by Viacom International.
Contents |
[edit] Availability
MTV Australia was originally only available through the Optus Television service (previously Optus Vision). This exclusivity deal was dropped in late 2002 and in 2003 MTV became available in a premium package on the FOXTEL subscription TV platform. Around this time the channel also became available on the Austar platform.
Currently MTV is carried by all three providers. It is available as a basic channel on Optus Television (cable) but remains a premium extra on FOXTEL (cable and satellite) and Austar (regional satellite only). Select areas of New South Wales & Victoria can receive MTV Australia via Neighbourhood Cable and in April 2006, Australian pay tv newcomer, SelecTV began to carry MTV also.
[edit] Programming and Schedule
Most of the channel's programming is sourced from MTV USA and MTV Europe, and only includes shows created by its overseas counterparts. This includes entertainment programs popular in the US such as Pimp My Ride, Laguna Beach and Room Raiders. These shows air during the afternoon and night times. Frequently the channel features "mini marathons" on weekends, featuring an entire season of a particular show played over several days.
Actual music video content is limited, with videos usually played from 1.00am until mid morning. The rest of the days programming is dedicated to entertainment shows. Occasionally during the entertainment blocks specialised music shows will be played.
[edit] Locally Produced Programming
MTV Australia features growing lineup of locally produced shows. Until 2005, locally produced entertainment shows were not common on the channel. Almost all Australian MTV shows are commercially tied with a sponsor to ensure enconomic viability.
[edit] MTV Most Wanted
This was MTV Australia's flagship request show, started in 1996 and adopted from the formula used on MTV Asia. In subsequent years the show also used the same visuals as the Asian version. It was originally hosted by Yvette Duncan, the only VJ on the station at the time. Most Wanted ran weekdays for around two hours each day and was hosted from either a studio set or live location such as music stores. The show was replaced with TRL Australia in 2005.
[edit] TRL Australia
Shortly after the UK version of MTV developed its own version of the American TRL, plans began for an Australian TRL. At first the show was weekly, broadcasting live on Fridays and running alongside MTV Most Wanted. TRL Australia uses the same logo as TRL UK. Shows were produced on a large cruise yacht, dubbed the "MTV Cruiser" which floated around Sydney Harbour, containing the audience, performing bands and VJs. Australian band Killing Heidi were the first to perform on the show.
Later TRL Australia became a daily show, with the Monday - Thursday slots being broadcast from a small boxed set at Global Television Studios in Sydney. Shows from the MTV Cruiser are produced on Fridays and are titled "TRL Weekend". Both the weekly and weekend editions of TRL Australia feature prominent local and overseas celebrities, often during tours of Australia. They closely follow the formula of the original TRL.
[edit] Quality Time
Shown in 2005, featuring local VJs spending time with a musical celebrity. The show uses a "day in the life of" format, including candid interviews and footage. Most of the shows feature the VJ in the United States.
[edit] MTV Screen
A movie and video game feature show, which plays mainly trailers to movies. The show is based on the show of the same name on MTV Asia. It can also be compared to 'MTV Screenplay' on United Kingdom version of the channel.
[edit] Surf Programming
During Spring 2005 MTV Australia featured a range of surf related programming that had been produced the previous summer. The shows had commercial ties with the Billabong Surf Brand. Included in the lineup was Surf Shorts, a show featuring participants in the Jack McCoy Surf Film Festival and Girls Get Out There, an edutainment program on female surfers.
[edit] Full Tank
The Full Tank crew hits the road's of Australia in search of the exciting, the kinky, the glamourous and the down right weird. They are discovering all the festivals, concerts, events, comps and parties that makes Australia unique.
[edit] MTV Mobbed
Be prepared to get Mobbed on air, online and on mobile with the hottest downloads downunder!
[edit] Vodafone Live At The Chapel
MTV brings back the popular, intimate Live at the Chapel performances brought to you by Vodafone each time featuring a different local or international artist.
[edit] Other shows
Some shows are collaborated by MTV Australia, such as The Rock Chart and Scrambled Megs. These shows are not hosted by MTV VJs. Occasionally MTV Australia produces special shows such as VJ Hunts and summer surf specials. In the past MTV Australia has also been involved in novel original programming such as Digital Lili, a live phone-in show featuring a computer generated host. The show aired in Australia and Asia.
[edit] Recent Changes
In recent years the channel has gone through many dramatic changes, starting from 2003 when FOXTEL began carrying it and a much larger audience opened up. Arguably an "Americanisation" of the channel, it moved away from music videos and increased the number of American entertainment programs being broadcast. New younger VJs were also brought in. In much of a "catch up" to the American MTV, the channel became much more visually descriptive. The changes became most drastic in 2005 when American programming was increased further and the Australian version of TRL was created.
[edit] Criticisms
Early versions of MTV Australia received criticism for playing too much rap and R'n'B music. This was blamed on the fact that MTV was originally an American station.
The large number of ringtone advertisements, particularly for the Jamster! service, carried by the station has been the source of much frustration among viewers.
[edit] AVMAs
In 2005 MTV Australia launched the first ever MTV Australia Video Music Awards, based on the VMA awards format used in Europe and the US. It was held at Luna Park in Sydney. Following suit with the location, the AVMAs had a circus theme and was hosted by various members of the Osbourne family. The awards ceremony included many international and local guests.
[edit] Current VJs
Current VJs include:
- Jason Dundas, 23. Was hired through the 2003 VJ search.
- Lyndsey Rodrigues, 24. Joined MTV Australia in 2005.
- Maz Compton, 25. Joined MTV Australia in 2005, a dedicated host of TRL Australia.
- Nathan Sapsford, 28. Also joined MTV in 2005, host of TRL Australia.
[edit] Past VJs
- Yvette Duncan. The original MTV Australia VJ. Started in 1996 hosting MTV Most Wanted. Left MTV when Most Wanted was replaced with TRL Australia.
- Kyle Sandilands. Radio host for the Austereo network. Originally joined in 2005 for TRL Australia. Later left the channel when he became a judge for Australian Idol.
- Christine and Sharon Muscat. Hosted Australia Top 30 Show.
[edit] Links with Terrestrial Television
Occasionally Australian terrestrial (free to air) television stations look at the success of shows on MTV before purchasing them for broadcast. In particular, Network Ten who purchased broadcast rights to The Osbournes from MTV Networks. Ten was required to wait until the show had aired on MTV Australia before broadcasting on their own channel. Later Ten purchased rights to Jackass and Pimp My Ride.
Public broadcaster ABC also purchased the rights to animation Daria, which airs during its children's programming slot.
[edit] Website
The MTV Australia website has had a turbulent past. It was originally hosted without a domain name by Village Roadshow. It gained a domain name in 1998 as mtv.com.au. The website was very basic and only included information about MTV Unplugged and the American VMAs. In 1999 the website seemed to have been abandoned completely. In 2000 the website simply redirected to the American MTV site before the domain expired and was locked by a holding company. With MTV's expansion in 2003 the site was revived but pointed towards the MTV Asia Awards. A proper MTV Australia website was launched in 2004 and has since gone through several redesigns. Mini sites for TRL Australia and the AVMAs were also set up.
