• by Wayne Friedman , Staff Writer, 3 hours ago

While new leadership at Paramount voiced their efforts to go against some public perceptions that cable TV networks are going away -- closing down or being sold off -- the question remains as to what becomes of those brands going forward.

We may get a hint from the recent decision to shut down some international versions of its cable TV network footprint.

Paramount now says it will close down MTV channels across Europe -- mostly its music-oriented channels, according to a BBC report.

The list includes MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live in the UK, which will all go off the air in December.

The mothership-MTV channel -- which focuses on unscripted and entertainment programming, as it does in the U.S. -- will remain.

For many all this makes sense, given that when consumers -- especially young consumers -- want music they will go to YouTube and TikTok, among other places.

For its part, the MTV flagship brand in the U.S. still is at a level of around 67 million traditional and virtual pay TV subscribers, according to reports --- in an overall pay TV industry (cable, virtual, satellite and telco) of 68.5 million. So is there some value there?

Other redeeming value could be found in Paramount’s current and declining other brands -- VH1, Nick At Nite -- which could have some staying power, given that they have been young-skewing networks.

That would be seem -- in some small way -- to be good news in a fast-moving streaming world that is largely younger-skewing.

For sure, all Paramount brands -- MTV, VH1, BET, Nickelodeon -- have digital and streaming outlets. But that isn’t enough.

Part of Paramount’s marketing spin might be to re-market those cable networks -- perhaps as cooler, "retro," "old-school," "vintage" brands -- for new appeal, as well as trimming back on any other areas possible.

The downside comes with “content.” What library (or current) programming is there of value?

Hyper-focusing streaming networks and companies these days seek strong programming libraries.

Does Paramount have that with its cable TV young-skewing networks? Many would say not so much.

So, can MTV find a way to work with YouTube? Does Taylor Swift need any additional help?