|Picture format||576i (SDTV) 720p (HDTV)|
|Sister channels||Sub (HD)|
C More Max (HD)
C More Sport 1 (HD)
C More Sport 2 (HD)
C More Juniori
C More (HD)
|Launched||13 August 1957|
(as a programming block)
1 January 1993
|Former names||MTV (Mainos-TV)|
|Digital terrestrial||Channel 3 (HD)|
MTV3 (Finnish: MTV Kolme, Swedish: MTV Tre) is a Finnish commercial television station. It had the biggest audience share of all Finnish TV channels until Yle TV1 (from Yle) took the lead. The letters MTV stand for Mainos-TV (literally "Advertisement-TV", i.e. "Commercial TV), due to the channel carrying advertising for revenue. Number 3 was added later, when the channel was allocated the third nationwide television channel and it generally became known as "Channel Three"—Finnish Broadcasting Company’s Yle TV1 and Yle TV2 being the first two—and also to distinguish it from the later MTV Finland, which is a Finnish version of Paramount's MTV channel. From 1957 until 2001, the channel's logo was a stylised owl, changed to an owl's eye after an image renewal in 2001, which was then used until 2013. MTV3 has about 500 employees. It is also known as Maikkari (a slang of word "Mainos-TV").
Oy Mainos-TV-Reklam Ab, or MTV for short, was founded on 29 April 1957 with the idea of establishing a commercial television channel that would show advertisements between programmes. MTV was one of the earliest nationwide private television networks in Europe, preceded only by the ITV network in the United Kingdom and RTL in Luxembourg.
The project set out to lease programming blocks from Yleisradio (YLE), the public broadcaster, whose television project Suomen Televisio had already begun test broadcasts. Yleisradio was initially reluctant but eventually agreed in order to get additional revenue, which was required to produce programmes in order to compete with TES-TV. According to the initial agreement, MTV only got around ten hours a week of airtime, all outside the prime time and was not allowed to produce its own newscasts nor air party political broadcasts. MTV's first broadcast was on 13 August 1957.
During the early years, MTV was on shaky financial and political grounds. The company survived the troubles and by the early 1960s had begun to establish its position. As Yleisradio expanded the range of television broadcasts, MTV's coverage increased as well. This gave them a significant competitive edge over TES-TV, since renamed to Tesvisio, whose broadcasts could only be watched in some of the larger cities. In 1964, Yleisradio announced that they had purchased Tesvisio (who were nearing bankruptcy) outright and that they would launch a second channel reorganized from Tesvisio's assets. MTV expressed demands that the second channel be given to them, but Yleisradio refused any such attempts, agreeing however to give MTV more air time, even some prime time, on the second channel. TV-ohjelma 2 ("TV programme 2") launched on 7 March 1965, with Suomen Televisio renamed to TV-ohjelma 1 ("TV programme 1").
Even though YLE and MTV broadcast on the same two channels, they were effectively considered separate networks and organized daily handovers, including airing idents, to the other network whenever MTV's programming blocks began or ended. This could happen independently for either of the two channels, since they had independent schedules. As time went on, a distinction in terms of programming between the two broadcasters developed, with MTV focusing on entertainment and YLE on informative programmes. MTV moved their headquarters to a new building, Pöllölaakso, in 1967. The first color broadcast on MTV was aired in 1970. Like with Yleisradio, color programming increased gradually and by the end of the 1970s, most programmes were in color. To commemorate the color transition, MTV introduced a new logo in 1975 which would remain in use for nearly the next 20 years.
After much political wrangling and prolonged discussions with Yleisradio, in 1981, MTV managed to introduce their own news programme, Kymmenen uutiset ("the ten o'clock news"). The company was renamed to MTV Oy in 1982.
In the mid-1980s, Yleisradio, MTV and Nokia began a joint venture to establish a pay television channel. This project culminated in 1986 in the launch of a third nationwide channel, Kolmoskanava, which was however free-to-air. The channel mostly broadcast foreign imports but some original shows were broadcast as well (albeit not produced by the channel). MTV also began broadcasting their programmes on the channel and started to increase their share in the project. By 1990, MTV had a majority share in the channel.
MTV3, a merger of MTV and Kolmoskanava, was launched on the midnight of 1 January 1993 in a grand launch event. MTV moved all of its programming to MTV3 and stopped leasing blocks from channels one and two, leaving them entirely to YLE and to become the modern channels Yle TV1 and Yle TV2.
MTV Oy was admitted as a full active member of the European Broadcasting Union in 1993, the same year that MTV3 was launched. This membership ended in 2019.
In 2005 Alma Media sold MTV3 and its sister channels (MTV3+, Subtv, Radio Nova and a share in Urheilukanava) to Swedish Bonnier. In 2018 Bonnier sold the channel to the Swedish telecommunication enterprise Telia.
MTV3 broadcasts every day from morning to small hours. The pre-dawn hours are allocated to a SMS-based online chat.
Much of the output of MTV3 is a mixture of Finnish versions of popular program formats and of American and British imports. However, MTV3 has also its own Finnish programming. For example, many of Spede Pasanen's productions were produced for MTV3.
MTV3 broadcasts two main news broadcasts every day on prime time. Seitsemän uutiset at 19:00 EET and Kymmenen uutiset at 22:00 EET. MTV3 also broadcast news every morning and short bulletins at 21:00 EET.
MTV3 brought the first daily soap opera to Finland, by showing the American The Bold and the Beautiful, which in 1990s became the most popular show on the channel. In 1999, MTV3 started showing Finnish daily soap opera Salatut elämät.