MTV Networks (NYSE: VIA) is closing down its Flux TV channel in UK, about 16 months after it launched there…it will be replaced by a one-hour timeshift of MTV One (the main MTV channel there) on February 1, reports Digital Spy. Flux–which in U.S. is being used an an online social networking sub-brand for the company– was launched in UK on Sep 6, 2006, as a user-influenced music network of sorts, combining social networking and video sharing with music videos. It was being carried on Virgin Media (NSDQ: VMED) and UPC Ireland, but failed to gain any substantial viewership and online usage.
The channel allowed users to choose which music videos are displayed on the channel, and display their own videos and messages alongside (which were sent/uploaded through phone and online). The idea was to build a community service around linear broadcast, with users being in control. MTV has had a Flux-branded channel in Italy as well, but that changed to QOOB in 2006.
All this could mean MTV wants to exclusively use the Flux band for its distributed online social networking efforts.