The Anniversary: MTV's Twin Channel M2 Was Launched 30 Years Ago.

On this date 30 years ago, MTV officially expanded its music video empire thanks to a commercial-free, second channel: M2 later know as MTV2, the network was created as an all-music-video spin-off to offset its parent channel's shift toward general and reality programming. 

So by 1996, several indie rock and pop outfits were finding their way onto MTV, but ghess what?, it was the days in which the original network started to changed music videos for reality shows. So why launch a second channel focused solely on music videos when the original was seemingly getting the job done?.

The reality shows were already springing up across MTV in the early/mid '90s, and the company wanted to keep fans satisfied with non-stop music videos, decided to go with this new network named at the time M2 -- which would later be rebranded as MTV2 in 1999 -- attempted to reach that goal, and was also used as an opportunity to feature a higher diversity of music videos than MTV was doing at the time. The channel launched via satellite with Beck's "Where It's At", the network inaugural VJs where the 120 Minutes host "Matt Pinfield", Rolling Stones' Jancee Dunn &  radio-industry veteran Kris Kosach, targetting viewers around 23/25 age to up.

Even when we know that MTV betrayed its music video roots for all its reality programming, 30 years ago, believe it or not, critics were having very similar conversations back in the mid-'90s. In fact, when M2 launched in '96, music writer Sean Piccoli wrote "MTV has" put some truth back into the promise of their title: Music Television. And they’ve made it harder to dislike them for all the dreck they pass off as programming on the original channel. Watching the foundling M2, whose start up and first hour were simulcast this week by MTV, it was stunning to see in this new venture how far the parent network has strayed from its roots."

He also highlighted some of the channel's additional programming: “M2’s only nonmusical programming, per se, came in a pair of minute-long segments featuring artists talking about things they love. In the first piece, Porno For Pyros frontman Perry Farrell, grinning like a dope against a backdrop of animated wallpaper, talked about getting hold of a bootleg tape with 20 versions of a little-known Jimi Hendrix song, "Gypsy Boy." In the second piece, Parliament-Funkadelic founder George Clinton reminisced about the heyday of urban break-dancing.” As he noted, M2 played 15 music videos in its first hour of broadcast, including clips from PJ Harvey, Hayden, Gary Young and A Tribe Called Quest,  then M2 is doing part of its job."

M2/MTV2 spent its first decade playing uninterrupted blocks of alternative, rock, and classic music videos, then gradually introduced lifestyle and comedy shows, eventually dropping music videos entirely around 2017.

Today, MTV2 -- much like its predecessor -- is unrecognizable from what it was when it first launched. Reality TV, comedy programs and game shows have taken hold of the channel, with a few music videos sprinkled in for good measure.