'I want my MTV': Anand Mahindra recalls network’s influence amid global channel closures

The remark came amid the closure of several MTV music-only channels at the end of 2025.

Mahindra Group chairman Anand Mahindra shared a reflective post on X as several of MTV’s dedicated music television channels were taken off air across international markets, prompting renewed discussion around the network’s cultural legacy.

In his post, Mahindra looked back at MTV’s launch in 1981 and described the role the channel played in reshaping how audiences consumed music. He noted that MTV went beyond broadcasting songs, instead creating a new visual language that influenced preferences, fashion and broader ideas of what was considered stylish or aspirational at the time.

"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'".

The remark came amid the closure of several MTV music-only channelsat the end of 2025. According to reports by People.com and Rolling Stone, MTV ceased broadcasting a number of specialised music networks on December 31 in regions including the UK, parts of Europe, Australia and Brazil. The channels affected included MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live.

As part of the final broadcast, MTV Music aired "Video Killed the Radio Star" by The Buggles as its closing video. The selection mirrored the network’s origins, as the same song was used to launch MTV in the United States in 1981, underscoring the symbolic end of an era shaped by music television.

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

Mahindra also alluded to the phrase’s pop culture roots. “I want my MTV” gained global recognition through Dire Straits’ 1985 track "Money for Nothing", which featured guest vocals by Sting and appeared on the album Brothers in Arms. The song won a Grammy and became closely associated with MTV’s rise. Its animated music video was considered innovative for its time and was later used to introduce MTV Europe, further cementing its link to the channel’s identity.

Despite widespread claims on social media suggesting MTV had shut down entirely, multiple reports clarified that the network itself remained operational. Variety reported that the closures were limited to specific international linear music channels, while MTV’s main channels in the UK and the United States continued to broadcast. BBC coverage similarly noted that viewers in affected regions were now shown static branding directing them towards MTV’s flagship channel and digital platforms.

According to Variety, MTV ranked 49th among US cable networks in 2025, reflecting a shift in strategy rather than a complete retreat from broadcasting.