Paramount Uncouples VH1 and MTV in Latest Network Restructuring

MTV's close cousin, VH1, has been moved to Scott Mills' BET Media Group — ending an organizational pairing that lasted decades.

. And, like MTV, it has mostly left its music roots behind.

As has been the case across the cable universe, VH1’s on-air audience has declined in recent years as increasing numbers of TV consumers opt out of cable subscriptions. Within that smaller ecosystem, however, it still ranks in the upper third of cable networks in the key ad demographic of adults 18-49.

VH1 will join a BET Media Group that also includes the namesake cable channel, streaming platform BET+, BET Her, BET Studios and BET Digital. “Scott and his team continue to drive the evolution and growth of BET by building an interconnected set of leading platforms — linear, streaming, digital and studios — centered around the Black community, Black culture and content,” Bakish wrote.

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