MTV is an American pay television channel owned by Viacom Media Networks and headquartered in New York City. Launched on August 1, 1981, the channel originally aired music videos as guided by television personalities known as video jockeys . At first, MTV's main target demographic was young adults, but today, it is primarily teenagers, particularly high school and college students. MTV has toned down its music video programming significantly in recent years, and its programming now consists mainly of original reality, comedy and drama programming and some off-network syndicated programs and films, with limited music video programming in off-peak time periods. In recent years, MTV had struggled with the secular decline of music-related subscription-based media. Its ratings had been said to be failing systematically, as younger viewers increasingly shift towards other media platforms, with yearly ratings drops as high as 29%; thus there was doubt of the lasting relevance of MTV towards young audiences. In April 2016, newly appointed MTV president Sean Atkins announced plans to restore music programming to the channel, including the return of MTV Unplugged. After nine years off air, TRL, MTV's flagship series, returned on October 2, 2017.MTV has spawned numerous sister channels in the US and affiliated channels internationally, some of which have gone independent, with approximately 90.6 million American households in the United States receiving the channel as of January 2016.
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