MTV Europe was started 1987 from London under the line of the Texaners Mark of Booth. The transmitter had a long fight with the various institutes for medium, cable systems and the German post office in completely Europe however particularly in Germany, Austria and Switzerland, in order to be locked. The German music industry, which controls the business also in Switzerland and Austria, had fear that MTV Europe would lead to a further Veramerikanisierung of the scene. MTV Communication director Christine Gorham got the initiator magazine Metal hammer, Wilfried F. Rimensberger, that the ice to break could and as a network development advisor the music transmitter in Germany, Austria and Switzerland the combination provided and to local artists such as Peter Maffay, Udo lime tree mountain or Dieter Meier with MTV actions verkoppelte.

MTV Europe pursued however despite the continuing interventions of Rimensberger and other non-American coworkers a very anglophile music direction, which was only taken back after the outlet of the first MTV Europe Mark of Booth by better localization, thus also with office and Studios in Germany, something. This politics of the localization, which could be suggested before by Rimensberger again and again, however not be carried out under Marks of Booth, were strongly advanced completely by the new MTV Europe managing director and Australian Brent Hanson across Europe.

In order to catch the higher costs, the MTV receipt in Europe became for the first time liable to pay the costs starting from 1 July 1995. It was argued on the part of MTV with the fact that one sends in such a way "“faster digitally"” could. The annual fee for the satellite reception with converted about 25 euro was annually relatively favorable, however in addition also a decoder (Videocrypt I or II) had to be bought. The marketing proved as a little successful, since the technical range over satellite broke in nearly completely. At this time Dieter Gorny with support of some disk labels with the German-language competition product VIVA at the market was also already established, if also not on the popular branch RA satellite position. After one could receive MTV Europe only coded, Konkurrenzsender VIVA in Germany had easy play and could the segment of MTV take over, since also many wiring loom drivers locked instead of MTV now VIVA.

By the success of VIVA one recognized in the executive floor of MTV Europe that the strategy had been wrong a Fernsehstation auszusendenen central of London. Thus 1997 began a regionalization of the MTV program and in Germany could one in this year now 3 hours MTV program on German receive. The kostenpfichtige receipt was stopped again and MTV became Free TV transmitter.

MTV began to send Nickelodeon at 1999 in Germany on the satellite frequency of the adjusted child channel. MTV cent ral, the MTV Regionalsender for Germany, Austria and Switzerland, was born. The regional MTV transmitters were since then continued to remove always. Today there are 13 regional MTV transmitters in Europe, which adapt their program to the appropriate music culture in the respective country. In the course of the years it succeeded MTV cent ral, on the German television market ever to more market-divides to conquer and with VIVA finally up close. Since 2005 is VIVA completely in the possession MTV parent company Viacom.

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