On 8 March 1991, MTV Europe began broadcasting in the USSR, and thus became the first Western 24/7 TV channel that could be received in the country.

[17][18][19][20][21][22][23][24][25][26][27][28][29][30][31][32] Unlike Western countries, where MTV was primarily a cable or satellite TV channel, MTV Russia's broadcast in the period from 1998 to 2013 was carried out in the broadcast range on the principle of a network TV channel with a mixed signal distribution scheme: through its own frequencies or by retransmitting the air through network partners.

[33][34][35][29][36][37][38][39][40][41][42][43][44][45][46][47][48][49][50][51][52][53] During 1998–2001, the broadcasting of MTV was expanded to most of the regions of Russia, as well as to some cities in Kazakhstan (Astana, Karaganda, Almaty, Temirtau, etc.).

From 5 to 24 September 2000, in connection with the fire at the Ostankino TV Tower, MTV Russia was broadcast on Teleexpo around the clock from 0:30 to 12:30 on weekdays and from 0:30 to 10:00 on weekends, without a four- and five-hour break from 2:00 to 7:00 and from 3:00 to 7:00, which was practiced earlier.

Due to the upcoming changes and the need to free up human and material resources for the implementation of new projects, the channel's management decided to remove a number of rating programs from the air, such as "12 angry viewers", "Good Morning", "Quiet Hour", "Gimlet Rule", "PaparazZi", "Shit Parade" and "Caprice".

After the channel left: Asya Kalyasina, Vasily Strelnikov, Elena Zosimova, Lika Dlugach, Irma Ignatova, Mikhail Rolnik, Anton Komolov, Olga Shelest, Yana Churikova, Andrey Grigoriev-Apollonov — the hosts of these programs.

In accordance with the views on the development of MTV Russia by its new president Linda Jensen, since 2002, the channel has expanded the time for foreign-produced programs with translation into Russian, as well as for animated series.

Among the similar non—musical programs and series that appeared in those years were "Boiling Point", "In flight", "True Life", "Transformation", "Cribs", "I Bet You Will", "Pimp My Ride", "Viva la Bam", "South Park", "Stripperella".

The channel's music broadcasts gradually increased the number of clips of Russian pop artists, including those who, for their part, lobbied major record labels or advertisers.

[82][83][84][85][86][87][88][89][90][91][92] After Ilya Bachurin came to MTV Russia, the music blocks also often began to rotate and video clips of graduates of the "Factory of Stars" project created under his supervision, over time, the reality show itself began to air (Channel One was considered a friendly partner of MTV Russia in those years, from where Bachurin came).

In addition, the free airtime was gradually given to interactive programs that were based on voting conducted by sending SMS messages to a four-digit phone number.

This was evidenced by a gray rectangular bar with the text "Stereo" under the logo, which was displayed on the Moscow broadcast of the TV channel from January 2004 to December 2005.

[121][122][123][124][125][126][127][128] From 2005 to 2006, the channel began showing more active foreign youth television series: "Less than Perfect", "Scrubs", "Californication", "Skins", "Turkish for Beginners" and others.

Since 2006, as well as on other decimeter channels of those years, interactive TV games in the Call-TV format were released on MTV Russia (in which to win it was necessary to call by phone and guess the encrypted word, personality or solve a mathematical equation).

As part of this procedure, in January 2008, the general director Leonid Yurgelas was dismissed from the TV channel — the management of Prof-Media was dissatisfied with the results of his work on MTV Russia.

Only Alexander Anatolyevich remained from the old team at MTV Russia; at the same time, his son Yaroslav Alexandrovich stopped working in the frame.

The changes in the channel's broadcast schedule in those years were explained by the fact that showing exclusively video clips on the air with the development of the Internet and the distribution of free music there no longer attracts the viewer and does not give such high ratings as before, and young people are kept at the screens only by "bright and provocative reality shows and high-quality Western animation in the spirit of 'South Park'".

Already at the initial stage of the management, all interactive TV games in the Call-TV format were removed from the air (whose broadcasting had been going on since 2006), after a year and a half, the practice of showing clips for money was discontinued.

[157][158][159][160] On 9 September 2009 at 09:09:09 (Moscow time), as part of the global rebranding, the TV channel changed its broadcast design, and a new slogan "MTV is more than music" also appeared.

We are interested in everything radical, modern, advanced, funny, ironic, surprising, inspiring, dynamic — close to young people in all parts of the planet".

On 18 January 2010, the transformation of Energia-TV from a closed joint-stock company into a limited liability company was completed [167][169][170][171][172][173][174][175][176][35][149] On the morning of 10 April 2010, the final global rebranding takes place on the channel, within which MTV Russia receives a new logo identical to the rest of the MTV channels around the world (like the old one, only slightly trimmed from the bottom).

[177] In the autumn — winter of 2010, Energia-TV LLC stopped distributing the TV channel in Kazakhstan, Moldova, and Belarus, and in April 2012 — in Kyrgyzstan.

[178] On 25 September 2011, MTV Russia celebrated its 13th anniversary on the air, in honor of which the TV series "Club" was re-broadcast.

And in mid-December, it was officially announced that from 31 May 2013, MTV Russia will stop broadcasting due to the launch of a new entertainment TV channel called Friday!

[181][182][183][184][185] From February to March 2013, repeats of rating programs of previous years — "Good Morning", "12 angry viewers", "Full Contact", "Shit Parade" (2007 version) and "Pimp My Ride" were broadcast on the night air from 1:00 to 5:00 in a specially dedicated block "Legends of MTV".

A complete re-sounding of foreign content was also made for showing in Russian, since the new owner began to place high demands on the quality of translation and sound.

New presenters are working on the air of the updated MTV Russia (the concept of "VJ" is no longer used on the channel) Tata Mehrabyan, Artem Kolesnikov and Sasha Shevtsov.

[190][191][192][193][194] In addition to music blocks and concerts, premieres of new foreign shows are broadcast on the channel, as well as classics of the MTV brand: "Pimp My Ride", "Daria", "Beavis and Butthead", "Punk'd".

[195] In mid-March 2022, due to the invasion of Ukraine, Paramount, which owns the MTV brand, decided to suspend its activities in Russia.

In the Commonwealth of Independent States (CIS), as well as Georgia, the broadcasting of Russian-language versions of MTV and other Paramount channels continued until 15 December.