I USED to love going to my best mate's house to watch MTV when I was a kid in the Nineties because my parents were too tight to pay for extra TV channels.
But youngsters now won't be able to do the same, as I'm told MTV UK is the latest casualty of social media and streaming.
My insiders said the station has been axed in all but name after bosses quietly closed the UK production arm of the channel.
MTV spin doctors insist the station "will still have a presence", but concede they will no longer be making original music content. Instead, generic US shows will be aired alongside the usual rolling music videos.
Notable cancellations include original series Gonzo and Fresh Out UK. As well as being a huge blow to British music, it's also a major loss to up-and-coming presenting talent.
Stars including Kelly Brook, Emma Willis and Cat Deeley all got their big breaks in telly thanks to the station.
Greg James and Joel Dommett also hosted on the channel earlier in their careers.
My source said: "Everyone at MTV is gutted. To say there has been a bloodbath of cuts would be an understatement.
"Staff have been left in tears as some have been there for decades.
"Those that are left fear more doom and gloom could be around the corner." It comes after the EMAs — the European answer to the famous VMAs — was axed for this year in another cost- saving measure.
A spokesman said: "MTV UK is sunsetting local series Gonzo and Fresh Out UK, beginning this month.
"We are deeply grateful to our hosts Jack Saunders and Becca Dudley, the talented artists who have been a part of these series, as well as the teams who brought them to life.
"Fans can continue to enjoy global music shows like the MTV VMAs, STANS and Ozzy Osbourne: No Escape From Now on MTV and Paramount+, alongside digital music content on our MTV UK social channels."
I know nothing can ever stay the way it was . . . but this just makes me want to go back to the Nineties.
END OF AN ERA
MTV was once a juggernaut of the music industry – with stars lining up to feature on its regular music shows.
So I was genuinely gutted to hear from multiple sources the dyer state MTV has found itself in and the brutal culling of large swaths of its staff.
UK based production teams and talent handlers have all been given the chop – many of which had dedicated over a decade to the channel.
Officially the business is restructuring but it's another sure tell sign the music industry is battling for survival in an age of social media dominance and TV streaming.
One exec put it to me: "In terms of original music content on music channels, that's it. There are no music channel promo opportunities for artists now. It was a nice win for newer acts to help break them as we always championed them. It's bleak."
The shake up comes hot on the heels of MTV resting the Europe Music Awards for the year – amid rising costs.
I'm told it will be back for 2026 though personally I won't be holding my breath.
The word iconic is far too often used but MTV really is.
For decades it has dominated.
On a personal level I remember begging my mum and dad to add the £1 music channel bolt on to our Sky package.
Admittedly they took some wearing down but I eventually got my own way.
Back in 2021 I excitedly sat front and centre as the Queen of Pop herself Madonna filmed a special for her latest album Madame X in London.
A new record is said to be due out before the end of the year – though this time around Madge will have to look elsewhere for promo.
I hope the bloodbath currently sweeping the brand right now does achieve its goal – to streamline and revive a glorious brand in the ever challenging market.
But I fear it could be too little too late, and it's a stark warning to us all.
Adapt or die.
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