MTV2

MTV2 is an American pay television channel that launched on October 1, 1996, as a sister channel to MTV. Its initial programming focused on alternative rock and indie music videos, differentiating itself from MTV's broader appeal. Over the years, MTV2's programming evolved to include more reality television shows, including some original programming. The channel is owned by Paramount Global.

While MTV2 initially centered on music, it gradually shifted its focus. The network began airing more niche music genres and also introduced shows that targeted a younger demographic. This programming strategy aimed to capture audiences who might have felt the main MTV channel was no longer catering to their specific interests. In some periods, MTV2 was known for airing longer blocks of music videos compared to its parent channel.

The channel's branding and target audience have undergone several iterations since its inception. At times, it has been promoted as a destination for "harder" music or more underground artists. Currently, MTV2 continues to broadcast a mix of music videos and reality-based programming, maintaining its position as a complementary channel within the MTV Networks portfolio.