MTV absorbs Palladia, re-brands the channel as MTV LiveMTV Live

MTV absorbs Palladia, re-brands the channel as MTV Live

Music Television (MTV) launched during the 1980s as a groundbreaking new channel dedicated to the art form named in its title. However, by 2006 the channel had become less of a place to check out new music as it had a sub-par reality TV channel. As a result, its parent company filled the vacuum left by MTV to create Music HD, renamed two years later as Palladia. From there, Palladia became what MTV once was – a music-centric cable channel that also doubled as a place to stream MTV awards shows.

Ten years later, it seems MTV wants to revive its original purpose as a channel. On February 1, it officially absorbed Palladia and re-launched it as MTV Live in order to align “all core music properties under the MTV brand.” Palladia will have been the fifth Viacom channel dedicated to music that has experience re-branding as of late, and its officials have made it clear that MTV Live will not lose focus to reality TV like its mother brand had in the past. Its first week of programming focuses largely on music documentaries, featuring Jay-Z’s Made In America, Pink’s Truth About Love tour, David Bowie: Five Years, and more. The full list can be viewed below.

February 1 — P!nk: The Truth About Love Tour (9:00pm ET)– 
February 2 — Front and Center: Alt- J (Network Premiere) (9:00pm ET)
February 3 — Best of Austin City Limits: Radiohead (Network Premiere) (9:00pm ET)
February 4 — Live from Daryl’s House: Joe Walsh (9:00pm ET)
— Later…With Jools Holland (10:00pm ET)
February 5 — Jay-Z: Made in America (9:00pm ET)
February 6 — David Bowie: Five Years (9:00pm ET)

via: Billboard

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