MTV Networks has said that beginning next year, MTV Deutschland will become a pay-basic channel. Viva, also owned by the company, will remain free-to-air music and become the ‘main music and entertainment channel’.
MTV is currently negotiating with various cable, IPTV and satellite DTH platforms to place the channel. MTV will turn pay on January 1, 2011. In addition, MTV will also launch MTV Brand New as a music clips-only channel. Viva will be positioned as a showcase channel for the other brands of the company as is already the case in the UK where it has taken the place of TMF on Freeview.
MTV Networks already operates the channels MTVNHD, MTV Dance, MTV Rocks, MTV Music, VH1, VH1 Classic, Nick Jr. and Nicktoons as pay-TV channels in the German market. Over the past three years, the turnover of these channels has grown threefold. The combined Nickelodeon and Comedy Central channel will remain free-to-air for the moment.
The move by MTV marks the first time a German free-to-air broadcaster has moved into the encrypted television arena.