From MTV to On-Demand: Three Decades that Changed the Meaning of TV

It’s a typical evening in Malta’s bustling Msida. The sun has set, and families are gathering around their TV screens. But instead of tuning into the local station, they’re streaming the latest episode of ‘Stranger Things’ on Netflix. This scene, repeated across the island, underscores a revolution in television that’s been three decades in the making.

MTV: The Birth of Music Television

Let’s rewind to 1981. In New York City, a new channel is launched – Music Television, or MTV. It’s a breakthrough, bringing music videos into living rooms worldwide. MTV’s impact is felt globally, including in Malta, where it’s first received via satellite in the late 1980s.

Malta’s TV scene at the time is dominated by the state-owned Television Malta (TVM). MTV’s arrival introduces a new visual language, one that’s more dynamic, more youthful, and more international. It’s a cultural shift that resonates with Malta’s young population, who suddenly have access to a world of music and trends beyond their island home.

Cable and Satellite: The Multichannel Revolution

The 1990s see another transformation. Cable and satellite television bring a multitude of channels to Maltese homes. Suddenly, there’s more choice than ever – from CNN and BBC World to local channels like Smash Hits Europe and Super One.

Malta’s first cable network, Melita, launches in 1994. It’s a significant development, marking the beginning of the end for TVM’s monopoly. By the end of the decade, over half of Maltese households have access to cable or satellite TV.

This multichannel revolution has a profound impact on local culture. International shows like ‘Baywatch’ and ‘Beverly Hills, 90210’ become household names. Meanwhile, Maltese producers start creating content for international audiences, like the popular sitcom ‘Il-Gdid’ which airs on Super One in the late 90s.

From Box to Broadband: The On-Demand Era

The 2000s bring another seismic shift: the internet. Broadband connections transform how we consume TV. Suddenly, we’re not just watching when and what we’re told – we’re in control.

Netflix launches in 2007, starting as a DVD rental service before pivoting to streaming. By 2016, it’s available in Malta, marking the beginning of the on-demand era. Today, over 40% of Maltese households subscribe to an on-demand service.

This shift has implications for local production. Shows like ‘Strada Stretta’ and ‘Il-Klikka’ find audiences not just on traditional TV, but also on platforms like Netflix and Amazon Prime Video. Meanwhile, Maltese creators are exploring new storytelling possibilities, inspired by the global on-demand scene.

Back in Msida, the family finishes ‘Stranger Things’. They don’t have to wait a week for the next episode. They can watch it now, or tomorrow, or whenever they want. That’s the power of on-demand TV. It’s not just about what we watch, but how and when we watch it. And that’s a revolution that’s still unfolding.

“It’s like going from black and white to color TV,” says Maltese film director Alex Camilleri. “On-demand has opened up a whole new world of storytelling possibilities.”