In Canada: MTV Leaving Airwaves in 2025, Citing ‘Changing Audiences’
Written by djfrosty on November 8, 2024
After 18 years on Canadian airwaves, MTV Canada is preparing to go off the air on Dec. 31. The decision to shutter the specialty channel was confirmed by Bell Media, with a company spokesperson citing “changing audiences” on specialty TV as the reason for the closure.
MTV Canada launched in 2006 as part of the CTV network, and the channel offered viewers a Canadianized version of the MTV brand, one that has had a huge international impact. MTV Canada’s programming provided a mix of reality TV, music content, talk, lifestyle and pop culture-oriented documentary programming.
Many of the channel’s most popular shows were talk and reality-based, airing The Hills and Teen Mom. MTV Live, launched in March 2006, launched the career of co-host Dan Levy. The flagship half-hour variety show ran for six seasons, and won a Gemini award for Best Talk Series.
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Now best known as the co-creator and co-star of hit Emmy-winning Canadian TV comedy Schitt’s Creek, Dan Levy would gain prominence in Canada co-hosting, co-writing and co-producing the MTV Canada ratings hit The Hills: After Show (later just The After Show) with Jessi Cruickshank.
The channel later become increasingly dependent on such American reality shows as Floribama Shore, Jersey Shore: Family Vacation and Caught In The Act: Unfaithful in its programming, and by the end was playing multiple hours per day of the comedy reality clip show Ridiculousness.
South of the border, the MTV brand has also suffered in recent years, with owner Paramount Media Networks, shutting down MTV News and pulling down its website’s online archives in May 2023, as part of a massive round of layoffs at Paramount.
MTV Canada’s name and branding was used under a licensing agreement with Paramount Global. Unlike MTV channels in the United States and internationally, the channel was restricted in its ability to carry music programming until 2015, due to conditions in the channel’s license issued by the Canadian Radio-television and Telecommunications Commission (CRTC).
Those restrictions meant that, unlike its international counterparts, MTV Canada never employed the “Music Television” tagline. As a result, in terms of music programming, the channel struggled to compete with the homegrown and much-beloved MuchMusic channel, which is also owned by Bell Media.
Anthem Entertainment & Wax Records Announce New Creative Partnership
Anthem Entertainment and Wax Records are joining forces.
The independent music company and record label have announced a strategic creative partnership, one they state “is designed to revolutionize the artist development process.”
The Anthem-Wax partnership seeks to remove barriers between songwriters, producers and artists, and give them the tools and resources to create together. That includes initiatives like international song camps to connect people across diverse genres, in-house studio spaces and dedicated writing rooms. These resources are designed to facilitate a higher volume of music and effective market readiness.
Anthem Entertainment is a big player in publishing and licensing, with a stable that includes hit songwriters like Chantal Kreviazuk and Timbaland. The company has a massive catalog of songs, an infrastructure featuring robust creative and executive teams, and creative spaces in Toronto and Nashville. Anthem recently sold its Production Music Group to Slipstream, a deal that included noted production music agency Jingle Punks and added over 650,000 tracks to Slipstream’s catalog.
Since starting in 2009, Wax Records has built a roster headed by platinum-selling artists Alyssa Reid, Shawn Desman and Virginia to Vegas along with bülow, Conor Gains, Blitz//Berlin and more.
The partnership expands the scope of both companies.
“I’m thrilled to welcome the Wax team — and their exceptional roster of artists — into the Anthem family,” says Anthem CEO Jason Klein. “Jamie [Appleby, Wax Records President and Head of A&R] and Ron [Morse, Wax Records CEO] have built an extraordinary label, with a creative and agile approach to artist discovery, development, and marketing that transcends conventional limitations. This partnership will allow Wax to elevate their outstanding work with additional resources and infrastructure, and introduce an exciting new creative pipeline for Anthem’s songwriters.
“The possibilities for global success with this partnership are limitless.”
Anthem and Wax tout the partnership as “an evolution of the music business” and a key to artist empowerment as well as a key to opening doors internationally.
“The global music marketplace is an ever-changing adventure,” says Wax’s Jamie Appleby. “Through countless hours of dedication and hard work, we strive to cultivate a vibrant entrepreneurial culture that supports and provides globalization opportunities for our community. We are excited for the next evolution of Wax Records, and have tremendous admiration for Jason and the exceptional team at Anthem. This new venture will expand our ongoing commitment to our incredible artists, venture partners, and sub label groups.”