The show focused primarily on new music releases, cutting edge music videos, introducing new artists and bands, interviews and live performances.

[1] Since then MTV Networks Europe has begun to roll out localized Brand New channels gradually.

In 2006, the flagship program became a stand-alone channel in the Netherlands and Flanders featuring new music videos, alternative, punk and rock videos 24 hours a day without any commercial breaks.

The channel kicked of on KPN IPTV network, Caiway Cable television, UNET Fiber to the Home network and @Home Cable television[2] on August 1, 2006.

The channel identity was designed by Dutch creative studio PostPanic.