Saturday Feeling: How MTV lost its way in India and other stories to read this weekend

Throughout the 2000s, music channels ‘got’ urban India, even as angry Uncles moaned about “MTV spoiling Indian culture”, and indie artists decided it was ruining all that was beautiful about music and performance

Shalini Umachandran
Published22 Nov 2025, 07:00 AM IST
MTV announced that it will close five channels in the UK by the end of this year.
MTV announced that it will close five channels in the UK by the end of this year.(iStock photo)

For all the years it was central to entertainment and information, the television was called ‘the idiot box’, and a good vs bad debate continues to swirl around it long after many have cut cable TV and switched to streaming. Television has shaped cultural history, just like the internet is doing now, and in India, it’s the years of cable television that transformed the way we wanted to be entertained. The nostalgia for Doordarshan remains strong, but what urban Indians actually grew up and learnt aspiration from was shows like Friends and the VJs and music of MTV and Channel V. With the news of MTV closing some of its UK channels, there’s been a revival of interest in the fate of its Indian counterpart. MTV India remains safe for the moment, licensed by JioStar, but everything about the channel seems a bit dated, a bit sad for a channel that once defined popular culture in India.

Throughout the 2000s, music channels ‘got’ urban India, even as angry Uncles moaned about “MTV spoiling Indian culture”, and indie artists decided it was ruining all that was beautiful about music and performance. Its influence has been lasting. Much of the madcap improv we saw on television back then has evolved into the stand-up comedy culture we enjoy today; traces of it are still in the memes and reels that we spend hours on. These channels made us take ourselves less seriously and react to the many contradictions of daily life with humour instead of frustration. They also championed young, indie musicians before record labels took them seriously, changing the way Bollywood too makes music. MTV India and Channel V may not have aged well but, to borrow some Gen Z slang, at its peak, it slayed.

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The cover of Mint Lounge dated 22 November 2025.

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About the Author

Shalini Umachandran is Editor of Mint Lounge, Mint’s award-winning magazine for long-form, narrative news features, opinion, analysis and lifestyle jo...Read More

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