Anand Mahindra says ‘I want my MTV’ as iconic music channels go off air after 44 years: ‘End of an era’

Several MTV music channels are being discontinued, including MTV Music, MTV 80s, MTV 90s

The quiet switch-off of MTV’s music-only channels has struck an emotional chord with viewers across age groups, particularly Baby Boomers and Gen X audiences who grew up with the channel as a cultural compass. After more than four decades of influencing how the world discovered and experienced music, MTV’s dedicated music platforms are fading out with little fanfare.

Industrialist Anand Mahindra captured the collective nostalgia by reviving a line that once symbolised youthful rebellion and pop culture cool: “I want my MTV.” Reflecting on the channel’s early impact, Mahindra shared how transformative MTV felt when it debuted in 1981. “The end of MTV hits differently for Baby Boomers like me. When it launched in 1981, it changed how we heard and saw music. It shaped tastes, icons and the sense of what was cool,” he wrote, signing off with a fitting tribute: “I guess this deserves one last chorus by Sting: ‘I want my MTV.’”

As reported by BBC News, several MTV music channels are being discontinued, including MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live. MTV first went on air in the US in 1981 before expanding to Europe in 1987, with a UK-specific channel launching a decade later. On December 31, 2025, these specialist music channels officially stopped broadcasting.

The end of MTV hits differently for Baby Boomers like me.

When it launched in 1981, it changed how we heard and saw music.

It shaped tastes, icons, and the sense of what was cool.

I guess this deserves one last chorus by Sting of: “I want my MTV.” pic.twitter.com/koY7jYKrHg

— anand mahindra (@anandmahindra) January 2, 2026

MTV HD, however, will remain operational, though it no longer plays music videos. The channel moved away from music programming in 2011 and now focuses largely on reality shows. Meanwhile, MTV’s music channels in the US are, for the time being, unaffected.

According to the BBC, the move is part of Paramount’s broader cost-cutting strategy, which aims to reduce expenses by more than $500 million worldwide. The shift reflects changing viewing habits, as audiences increasingly turn to digital platforms rather than television to consume music.

Online, fans have been sharing their memories of what MTV once meant to them. One user wrote, “MTV didn’t just play music, it set the mood of a generation. From waiting for your favorite video to drop to discovering artists visually for the first time..that magic can’t be recreated. The screen may go dark, but the memories won’t.”

Another commenter added, “MTV music mornings were a delight to watch and listen to. Surely millennials can relate and feel nostalgic now.”

A third summed up the sentiment across generations, saying, “Not only baby boomers but it lives in heart of Gen Z’s too… But certainly, ‘end of an era’.”