Paalam MTV Pilipinas
“Yes, ladies and gentlemen. It’s true,” so they declared in their Twitter account. After rattling their cable TV audiences with a marquee saying it will cease airing, MTV Philippines confirmed their demise.
”No we’re not just moving channels, unfortunately.”
“No, it’s not temporary, unfortunately.”
This was how @MTVphilprog replied whenever someone asked over Twitter if the sign off is for good. And I agree, it sure is unfortunate to see them get the ax.
I have great memories of MTV Philippines while it was still starting out on free TV as MTV Asia. I was still in grade school back then. When some of their shows were aired on Studio 23, I was clearly fascinated. Suddenly I had access to songs beyond the local radio playlists. I got so addicted I even watched other programs intended for Thai or Indonesian audiences. I even tuned in to the plugs. I now realize watching the plugs did something good to me, because it made artists like Beck, Bjork and INXS familiar names to me at a time when Spice Girls and Backstreet Boys were household names.
(Note: the three aforementioned artists made the rounds of the plugs of MTV’s “Alternative Nation.” Anyone remember that? Looking back, I think MTV’s also partly to blame why I still consider alternative as my prime choice of genre. Anyway.)
It wasn’t just the music and the plugs that got me hooked. MTV Asia also had its fill of everyone’s favorite stupid-but-hilarious duo “Beavis and Butthead.” But what really knocked my socks was “Daria” a series on a ubersarcastic, ubernerd, ultrarich yet ultrabitch highschool kid. A hum of her OBB’s “la-lala-la-la” is enough to get me started.
I’d like to believe MTV Asia became more popular back in the late 90’s when they welcomed VJ Donita into the MTV studios in Singapore, delivering quirky intros alongside VJs Mike Kasem, Nadia Hutagalung and Jamie the Indonesian skinhead whose last name I forgot. Proof of Donita’s then-newfound fame not only in the Philippines but also in the region was when she landed on the cover of Time Asia. In that issue, she was shown blowing a bubblegum, a violation of one of Singapore’s most infamous rules.
Another proof of MTV Asia being a hit in the ‘Pinas was when Eraserheads won the Best MTV Asia’s Viewer’s Choice Award for best music video. It was really a big thing back then. Internet wasn’t really as accessible as it is now and SMS hasn’t even reached the local shores, yet “Ang Huling El Bimbo” won. Who would’ve thought that was a premonition of what would be Pinoys’ online voting frenzy?
Eventually MTV Asia became MTV Pilipinas airing on its own channel, UHF Channel 41. Boy, was I so happy when that happened! I mean, sure it was an interesting experience to sit through videos of obscure Asian artists, but who needs them when all you really want is to see Wolfgang’s latest video? Not only do you have more local VJs who seemed to really know the songs they’re airing (yes I’m looking at you VJ KC Montero and your hiphop shows), you have more airtime for OPM and therefore opening you up to more music choices other than the usual covers done by local singers (such a shame, really, but that’s another story).
You think Myx was the first music channel to introduce lyrics as downstreams on Philippine TV? Nope. MTV had a program before with that karaoke concept, the title of which escapes me now. It was a 30-minute show and the videos in the lineup were 100% foreign, but it was fun while it lasted. I remember regularly watching it in mid-afternoons too.
And then MTV Pilipinas was pulled out of free TV. That depressed me a lot. Sure I loved the channel, but it also came at the heels of us struggling with finances, so we couldn’t get cable TV. But whenever I get a chance to watch cable TV for fun, I still found myself scouting, albeit temporarily, to what has become MTV Philippines. The emotional attachment’s too strong.
Despite losing the free TV audience, they still managed to make waves. Let’s not forget the epic Music Summits they’ve organized over the years. It’s also thanks to them that a lot of foreign acts graced Manila’s concert scene.
I can’t seem to Google any press release or news article on why MTV Philippines is signing off for good. Meanwhile, MTV Philippines remain noncommittal on whether their slot on Cable TV will be replaced by MTV Asia. Which should not be a sad thing, considering the roots of MTV Philippines. Until then we can only hope MTV Pilipinas will rise above the ashes and be revived again. It may be too soon to hope for that, but hey, a kid who grew up with music videos can dream.
