MTV Australia will stop producing editorial content to its site as part of the company’s plans to focus on social media.
From Friday, MTV.com.au will cease publishing editorial on its site which has been covering news, lifestyle, and entertainment content.
“MTV is following the audience’s lead and shifting its focus from web to social,” an MTV spokesperson told AdNews.
“Stay tuned for new opportunities to partner with the MTV brand and talent soon.”
Alice Griffin, editor of MTV.com.au, announced the news to readers.
https://twitter.com/_alicegriffin/status/1455369075106873347
“It’s an honour to work for a brand that I grew up worshipping – a brand that has legitimately contributed to changing the fundamentals of music and culture in too many ways to count,” Griffin says.
“I’ll look back, pleased, that in some small way I have helped contribute to that legacy; that our site, in true MTV style, said fuck you to the standard way of doing things. That was, after all, always the point.”
The news from MTV Australia is part of a trend of digital publications closing or winding back operations in Australia. Last year, BuzzFeed Australia and Ten Daily closed newsrooms.
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