Viva, the Viacom-owned music video channel in Germany, will officially close up shop on Dec. 31, ending a 25-year run. The MTV parent, which bought the channel in 2004, announced the decision to shutter it in June.
Viacom general manager Mark Specht said that while the channel is profitable, the company wants to instead focus on three core brands: MTV, Comedy Central and Nickelodeon.
The channel has been airing various retrospective specials throughout December. Viacom International Media Networks brand director Giovanni Zamai said in a statement that the company is making efforts to port viewer over to MTV, promising "more than 18 hours of music per day" on the better-known channel.
Viva co-founder and former managing director Dieter Gorny said the channel "influenced a whole generation" of Europeans during its run. “Viva has always been Music Breaking Television and it was so great," he said. "It cannot be replaced."