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The subscriber count was at 500,000 customers by December 1984. In December 1987, MuchMusic received permission from the CRTC to move to basic cable lineups beginning on September 1, 1989; in the interim cable operators could offer the channel as a negative-option expanded basic channel. An American version of MuchMusic, originally known as “MuchMusic USA”, was launched in the United States on July 1, 1994 through a partnership with Rainbow Media.
Among these are J.D. Some of the former Much VJs have moved onto other opportunities within Bell Media’s entertainment brands like etalk and E! Roberts who, under the name John Roberts, is a national correspondent for Fox News; Christopher Ward, a noted songwriter and producer who collaborated musically with Mike Myers on the Austin Powers movies; Sook-Yin Lee, now a noted CBC Radio host and actress; Terry David Mulligan, a prolific film and TV character actor; actress Amanda Walsh; Erica Ehm, who became a noted songwriter after leaving Much; and George Stroumboulopoulos, who became a television personality on CBC, U.S. Much events like the annual iHeartRadio Much Music Video Awards.
In 2019, the daytime Playlist block of music videos was discontinued and replaced with library programming, citing decreased interest and viewership. The Much Retro Lunch block remained the only regularly-scheduled music video programming on the channel, with the network citing its popularity among youth as a factor. In addition, that year’s MMVAs, which were moved to August the previous year, were delayed due to scheduling conflicts with the 2019 MTV Video Music Awards.
It had faced competition from two other proposed services. Shortly thereafter, MuchMusic was launched on August 31, 1984 as one of the first Canadian cable specialty channels. One of them, CMTV Canadian Music Television, was deemed not to have sufficient financial resources. It was headed by the channel’s founders John Martin and Moses Znaimer. The third applicant was Rogers Radio Broadcasting. The first video played on MuchMusic was “an early music-to-film synchronization short from the 1920s which featured Eubie Blake performing Snappy Songs.” The first video made specifically for television air play was Rush’s “The Enemy Within”. The CRTC believed that the Canadian market could only support one music video service and CHUM’s proposal was chosen because of various commitments it had made and the company’s expertise in music programming.
The block was discontinued on March 20, 2020 and was later replaced by Corner Gas. The network would feature new “creator-driven content”, including revivals of old Much programming. Meanwhile, the linear TV channel would continue with its current format and programming under the “Much” brand. Much’s main programming includes original series from Comedy Central (select shows not seen on CTV Comedy Channel) and other acquired comedies, reality shows, broadcasts of feature films, encores of shows seen on sibling networks, and reruns of other shows sourced from Bell Media’s program libraries to fulfil Canadian content requirements. On June 10, 2021, it was announced that the “MuchMusic” name would be revived for a new “digital-first” network to launch on July 7 in-partnership with TikTok. The last music video that the channel aired was Irreplaceable by Beyonce.
In 2010, the CRTC rejected a request by CTVglobemedia to reduce the percentage of music video programming that the channel shows from 50 to 25 percent. For the reasoning behind these requests, CTV explained that “music videos no longer distinguish the service as they are readily available through other sources.” This was met with mixed reaction by music fans and drew the ire of notable artists. CTV’s second request to the CRTC to reduce and reposition its Canadian programming was also denied. On June 1, 2011, MuchMusic launched its high definition simulcast feed.
