CHENNAI: The iconic music channel that shaped a generation has finally pulled the plug, leaving Chennaiites with a wave of nostalgia. MTV’s shutdown takes with it a piece of the city’s youth, memories and a cultural touchstone that defined a bygone era.
“I was so sad. It’s like the end of an era,” says Paloma Rao, prominent VJ and anchor, recalling the news to her husband. For Paloma, MTV was more than just a music channel; it was a cultural touchstone that influenced a generation.
“We would wait for our favourite shows, VJs, or songs. There’s a certain aspirational value to it. People from different cultures got a glimpse of the world, and it influenced our own culture,” she adds. The generational indie pop scene that we lost after the music channels shut down is a testament to MTV’s role in promoting local talent. Singers like Alisha Chinai and Falguni Pathak, who were part of the indie pop scene, somehow disappeared in the decade.
Paloma’s memories of MTV are vivid. “In those days, music channels encouraged the indie pop culture, and MTV played a significant role in shaping channels like SS Music, often referred to as the south India MTV. The channel brought everyone together with its unique cultural mix and aspirational value. It was a window to the world, offering a glimpse into multiple cultures.”
Thasneem Masood Rowther, founder of Noolagam, echoes Paloma’s sentiments. “When I returned to India, MTV was one of the few channels playing the latest Bollywood and English music. It became an integral part of my daily routine – playing in the background as I got ready for school or during late-night self-care sessions. Growing up, MTV felt like a constant companion. Even during work travels, MTV was my go-to channel, offering a sense of familiarity and connection to the same cultural pulse everywhere.”
For Thasneem, MTV’s impact went beyond music. “It shaped how we discovered sound, style, language, and identity. It introduced global pop culture to Indian audiences, adapting and translating it through local voices and VJs. Today, we consume content alone, in fragments, but back then, there was something special about everyone watching the same thing simultaneously,” shares Thasneem.
Entrepreneur Raja Marthandan shares fond memories of MTV’s heyday. “I started watching MTV in my school days, and VJ Shenaz was my favourite. Her show, ‘MTV Most Wanted,’ was a mustwatch for me. Those were the days of audio cassettes, and MTV was the go-to channel for discovering new music. I’d make lists of songs, record them onto cassettes, and exchange them with friends in school.”
As Chennaiites bid adieu to MTV, they’re left with memories of a bygone era: loud, experimental and unapologetically evolving. The channel may be gone, but its impact on Indian pop culture will be felt for generations to come.