MTV Brasil

MTV Brasil was a Brazilian free-to-air television network that operated as the local iteration of the MTV brand from 20 October 1990 until 30 September 2013. It was created through a licensing and operating relationship between Grupo Abril and Viacom, the owner of the international MTV brand, and became one of the most distinctive youth-media institutions in Brazil. Unlike most MTV services, which were initially distributed through cable or satellite systems, MTV Brasil launched terrestrially, making it one of the earliest specialty television services in the world to use free-to-air broadcasting. It was also the third MTV channel launched internationally and the first MTV service to broadcast over terrestrial television. The network began in metropolitan São Paulo and Rio de Janeiro, using UHF channel A32 in São Paulo and VHF channel A9 in Rio de Janeiro through an affiliate operation. Its first broadcast video was Marina Lima’s performance of “Garota de Ipanema.” MTV Brasil combined music videos, video jockeys, artist interviews, live events, comedy, documentaries, youth discussion formats and locally produced reality programming. Its early identity was closely tied to music television, but the channel gradually shifted toward broader youth entertainment as music-video viewing moved to other television outlets and, later, the internet. A central part of the network’s cultural influence came from local presenters and programs. Disk MTV, a Brazilian adaptation of the music-countdown format associated with Dial MTV and later Total Request Live, became one of the channel’s signature programs. The network also created Video Music Brasil, an annual awards program that began in 1995 and developed into a major national music and popular-culture event. MTV Brasil’s distinctive visual language, irreverent tone and willingness to address youth culture helped it achieve influence beyond its audience share. By the early 2010s, it was frequently described as one of Brazil’s leading youth networks and among the country’s most admired television brands. The channel’s ownership and licensing arrangements changed several times. Viacom acquired a 50 percent stake in 1996. In 2005, Grupo Abril increased its stake to comply with Brazilian rules limiting foreign ownership of terrestrial broadcasters. Abril later announced plans to acquire Viacom’s remaining interest and obtained exclusive rights to use the MTV name in Brazil. The relationship nevertheless became increasingly difficult because of disagreements over branding, programming and the commercial position of the terrestrial service. MTV Brasil introduced digital and high-definition initiatives, including the Overdrive broadband service and MTV HD, while also facing audience and financial pressure. In 2013, Grupo Abril’s financial crisis led it to end its operation of the licensed MTV service. Viacom announced a new subscription television MTV channel for Brazil, with a different editorial strategy. The former free-to-air network ended transmissions on 30 September 2013. Its final broadcast included the program O Último Programa do Mundo and a final music video introduced by Cuca Lazarotto, who had presented the first music video shown by the channel. The terrestrial concession and infrastructure were subsequently associated with Ideal TV and later transferred through a transaction involving Grupo Spring de Comunicação. MTV Brasil therefore survives primarily as a major chapter in Brazilian television history rather than as an active network.

MTV Brasil emerged from the expansion of the MTV brand beyond the United States. MTV had popularized music-video television and the video-jockey format after its American launch in 1981. Before MTV Brasil, Brazilian audiences encountered music videos through programs such as Fantástico and through specialist shows on broadcasters including TV Gazeta, TV Cultura and Rede Manchete. The growth of independent music-video production created an audience for a dedicated youth channel. Grupo Abril launched MTV Brasil on 20 October 1990. The service initially reached metropolitan São Paulo and Rio de Janeiro through terrestrial frequencies and used the local MTV identity rather than simply reproducing the American schedule. Marina Lima’s “Garota de Ipanema” was the first video broadcast. The network’s headquarters occupied the former Rede Tupi building on Avenida Professor Alfonso Bovero in São Paulo’s Sumaré district. The building later received historical-heritage recognition from Condephaat, reportedly becoming the first television facility in São Paulo to receive that status. During the 1990s and 2000s, MTV Brasil developed a strong domestic production operation. Disk MTV became a major music-countdown and interview program, while the channel’s video jockeys gave it a recognizable relationship with Brazilian musicians and audiences. Video Music Brasil, first held in 1995, adapted MTV’s awards-show model for Brazil and eventually broadened its focus from music videos to performers and popular culture. The network became known for experimental presentation, humor and programming aimed at younger viewers. Viacom acquired half of the network in 1996. MTV Brasil later expanded its distribution, including availability on SKY from 1999. Brazilian foreign-ownership limits led Grupo Abril to acquire an additional 20 percent from Viacom in 2005. The network experimented with digital distribution through Overdrive, announced an intended radio expansion, and launched MTV HD in 2007. It also made its signal available through satellite in 2008 after carriage disputes involving cable and satellite distribution. The channel gradually reduced its reliance on music videos; by early 2007, music videos were no longer its dominant programming feature. Brand and business tensions intensified after 2010. Grupo Abril retained a distinctive local logo for a period despite Viacom’s requests for an update, and the parties disagreed over branding and programming. A logo change in 2012 contributed to speculation that the network might be sold or that Viacom might reclaim the brand. In 2013, reports of Grupo Abril’s financial difficulties were followed by the cancellation of programs and the dismissal of video jockeys. Grupo Abril confirmed that the MTV brand would return to Viacom and that the terrestrial service would continue only until the end of September. Viacom announced that a new pay-TV MTV channel would launch on 1 October 2013. Grupo Abril broadcast a farewell program on 30 September, ending MTV Brasil’s free-to-air era. The last program was O Último Programa do Mundo, and the final music video was “Maracatu Atômico” by Chico Science & Nação Zumbi. The network’s archive, comprising almost 33,000 VHS tapes according to the cited reference material, was sold to Viacom. Abril subsequently sought to dispose of its broadcasting concessions and infrastructure; the former terrestrial channel became associated with Ideal TV and the concessions were later sold to Grupo Spring de Comunicação, subject to regulatory approval. MTV Brasil’s legacy lies in its role as a locally produced youth network that connected Brazilian music, television personalities and alternative popular culture with the global MTV identity.

1. 2013Free-to-air MTV Brasil closes

   The Grupo Abril-operated network ends broadcasting on 30 September, before Viacom launches a separate pay-TV MTV service.

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2. 2007MTV HD launches

   The network begins a high-definition simulcast in São Paulo after Brazil’s commercial HDTV transition.

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3. 2006Overdrive broadband channel launches

   MTV Brasil introduces a broadband video service modeled on MTV’s international Overdrive initiative.

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4. 2005Grupo Abril increases its ownership

   Abril acquires an additional 20 percent from Viacom in response to Brazilian limits on foreign ownership of terrestrial networks.

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5. 1999MTV Brasil reaches SKY

   The service becomes available on SKY during the year’s MTV Video Music Brasil season.

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6. 1996Viacom takes a 50 percent stake

   Viacom becomes a co-owner of the Brazilian MTV operation.

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7. 1995Video Music Brasil debuts

   The network broadcasts the first Brazilian MTV awards ceremony, later known as VMB.

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8. 1990MTV Brasil begins broadcasting

   Grupo Abril launches the network terrestrially in metropolitan São Paulo and Rio de Janeiro. The first video is Marina Lima’s “Garota de Ipanema.”

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A locally produced, irreverent youth-entertainment network combining music culture, presenter-led television, comedy, live events and Brazilian popular culture.

• Disk MTVMusic television program1990

  A daily music-countdown and interview program created in 1990. Viewers selected videos by telephone, while presenters interviewed artists and introduced the ranking. Hosts over its run included Astrid Fontenelle, Cuca Lazarotto, Sabrina Parlatore, Sarah Oliveira and others. The program ended in 2006, with later related countdown formats including Top 10 MTV and MTV Lab Disk.

• Video Music Brasil (VMB)Television awards show1995

  MTV Brasil’s annual Brazilian music awards program, first broadcast in 1995. Initially centered on music videos, it was redesigned in 2007 to place greater emphasis on artists and broader music culture. The event continued through 2012 but was not held in 2013 during the transfer of the MTV brand back to Viacom.

• MTV HDHigh-definition television channel2007

  A high-definition simulcast of the main MTV Brasil service launched after Brazil began commercial HDTV broadcasting. It was available over the air in São Paulo and carried high-definition original programming and concert content.

• OverdriveBroadband video service2006

  A broadband channel introduced by MTV Brasil in September 2006 as a local implementation of MTV’s Overdrive online-video concept.

• O Último Programa do MundoTelevision farewell special2013

  The final program broadcast by MTV Brasil’s free-to-air operation on 30 September 2013. It marked the close of the Grupo Abril-era network before the MTV brand returned to Viacom for a pay-TV service.

• 1990Te vejo na MTV

  Brazil

  A launch-era Brazilian slogan and cinema campaign used local artists and the phrase “Te vejo na MTV” rather than directly adopting the international “I want my MTV” slogan.

  Outcome. The locally adapted slogan became part of MTV Brasil’s launch identity.

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• 2013Viacom relaunches MTV Brazil on pay televisionStrategy

  Grupo Abril was facing a severe financial crisis and decided to end its operation of the free-to-air MTV Brasil network and return the MTV brand.

  What changed. Viacom announced a new subscription television channel for 1 October 2013, while Abril ended the terrestrial service on 30 September.

  Aftermath. The new pay-TV channel adopted a different editorial direction, and the former terrestrial concession became associated with Ideal TV.

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• 2013Grupo Abril sells broadcasting concessionsM&A

  After relinquishing the MTV brand, Grupo Abril sought to divest its broadcasting network and related infrastructure.

  What changed. Abril announced the sale of Abril Radiodifusão concessions to Grupo Spring de Comunicação. The cited material does not disclose an official transaction value.

  Aftermath. The transaction received regulatory scrutiny and was approved by the relevant Brazilian authorities cited in the reference material.

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• 2005Grupo Abril increases its stake to address ownership rulesStrategy

  Brazilian regulation limited the proportion of a terrestrial television network that could be owned by a non-Brazilian company.

  What changed. Grupo Abril acquired 20 percent of MTV Brasil from Viacom, increasing its control of the terrestrial operation.

  Aftermath. Abril continued operating the Brazilian free-to-air network while Viacom remained involved in the brand and ownership structure.

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• 2013MTV Brasil ends free-to-air operations

  Grupo Abril ended its MTV licensing and operating arrangement during a severe financial crisis. The terrestrial service closed on 30 September, while Viacom relaunched MTV Brazil on pay television the next day.

  BankruptcyLeadership change
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• 2013Grupo Abril sells Abril Radiodifusão concessions

  Grupo Abril announced the sale of concessions belonging to Abril Radiodifusão to Grupo Spring de Comunicação after the end of MTV Brasil’s terrestrial operation.

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• 1996Viacom acquires a stake in MTV Brasil

  Viacom acquired 50 percent of the Brazilian network, formalizing its ownership participation in the local MTV operation.

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• 1990MTV Brasil launches as a terrestrial youth network

  Grupo Abril launched MTV Brasil in São Paulo and Rio de Janeiro, creating the first terrestrial MTV service and one of the earliest free-to-air specialty networks.

  Product launch
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1. MTV Brasil