"Your Choice. Your Music" has been the MYX slogan for the past decade.
MYX Channel Head Andre Allan Alvarez narrated how the music channel came to be.
BIRTH OF MYX. For many years, UHF channel Studio 23 hosted international media giant MTV, and was part of the station's early morning, afternoon and late evening programs. But MTV Asia wanted a 24-hour channel which Studio 23 could not grant, since the UHF channel's popular U.S. programs (Dawson's Creek, Charmed, The Nanny, etc.) were very popular with viewers and advertisers.
To fulfill its long-time goal, MTV Asia partnered with Nation Broadcasting Corporation (NBC) and launched MTV Philippines as a 24/7 music channel on UHF Channel 41.
"The first impulse [for Studio 23] was to look for another partner—another foreign music channel—to fill in those [programming hours MTV left]. But after we assessed everything, we realized that before we can have our new partner, we have to pay fees for royalties and licensing their names, etc.," Alvarez said.
"We were debating on why we need to pay for a name which is not known here in the Philippines. So FMG [ABS-CBN former president Freddie M. Garcia] said, 'Kung gagastos din lang tayo, we might as well invest in something that's ours.'
"The idea of producing our own music block for the network was born during that period," Alvarez continued.
In 2000, MYX, an alternative music block on Studio 23, with the tag "More Choices. More Music" came into being. It offered music videos that were seldom, or not even played in music channels like MTV.
"Let's not go after the same pie. Humiwalay na lang tayo. Kung kayo diyan sa pop mainstream, kami dito sa alternative. We know that going up against MTV is crazy, so why even bother? Hindi ka mananalo. This was the height of Christina Aguilera, Backstreet Boys, Britney Spears, etc. We wouldn't have the same access that they have," said Alvarez on why MYX didn't right away gear up to compete with existing music channels.
"Many liked the original incarnation of MYX. But obviously, it didn't capture the market MTV dominated back then. Our slogan, 'More Choices. More Music' meant that MYX offered a wider range of music videos than what we usually see in other channels," he continued.
MYX REBORN. Amazingly, during that period, there was another music channel called VID-OK which was also handled by Alvarez.
It was a "schizo" experience for him to manage both mainstream and alternative music programming. He never thought these two music channels would one day be fused into one entity.
"On that historic date, February 14, 2002, we were called to the boardroom with the executives of this network [ABS-CBN]. I was kind of scared. Why are we all here? What's gonna happen? Are we getting fired?
"FMG, Mr. Gabby Lopez [ABS-CBN Chairman and CEO], Ms. Charo Santos-Concio [then ABS-CBN Executive VP] and Studio 23 executives were there.
"Pretty much, it was put on the table, why do we have two music channels —VID-OK and MYX? On that day, it was declared that the two would be merged," Alvarez revealed.
MYX, then became a full-fledged, 24-hour music channel on cable. It assumed a mainstream format a la VID-OK but carried the name "MYX." Alvarez then assembled a new team for the new music station.
"Siyempre, on the first year of the reprogrammed MYX, yung fans ng lumang MYX galit na galit. Bakit daw pinalitan yung format. Bakit naging mainstream?
"We had a new batch of VJs who spoke Taglish if they felt like it. And for the first time, sa MYX channel, may lyrics na yung mga music videos, a carry-over from the signature style of VID-OK," Alvarez said.
LYRICS MADE MYX A HIT. Just a few months after its relaunch in June 2002, MYX became popular among music-loving Pinoy viewers. With its VJs Heart Evangelista, Ala Paredes, Franco Mabanta, Michi Valeriano, MYX was flooded with fan mails expressing support for the new music channel.
"We couldn't believe that it happened so fast. Una, totoo ba ito? This is something we've never experienced in the past. But it just became a reality to us when we saw all the other variety shows. Lahat sila may lyrics na rin," Alvarez said.
"That [lyrics on music videos and performances] is part our legacy which changed Philippine TV programming. They have us to blame for actually having it there. Kasi hindi naman ginagawa yun before," he added.
MYX MO! 2010. Alongside MYX's success, major events were held to bring the music channel closer to the hearts of Pinoy music lovers.
There is the annual MYX Music Awards that honors the viewers' favorite music videos and bands. There is also the MYX VJ Search for the newest video jocks on TV. Summer MYX Fest and MYX Slam Jam are being toured across the nation. And finally, there is the MYX Mo! concert, which features the prominent music artists who come from different genres such as rock, pop, R&B, ballad and others.
This year, MYX is proud to present MYX Mo! 2010 with the tag "I ♥ MYX" on November 18, 2010 at SM Mall Of Asia Concert Grounds.
"MYX Mo! is our way of thanking our viewers for supporting us and for making us the No. 1 music channel in the Philippines. Yung aming slogan na 'Your Choice. Your Music,' pinaninindigan talaga namin yun. We really do our best to make our viewers feel empowered," Alvarez said.
In this year's celebration, various artists from different music genres include well-known OPM artists and bands like Chicosci, Kjwan, Sponge Cola, Callalily, Imago, Rivermaya, and a lot more.
Pop rock princess Yeng Constantino, singer-songwriter Ogie Alcasid, Noel Cabangon, Kitchie Nadal, and Barbie Almalbis, plus acoustic singers Nyoy Volante and Jimmy Bondoc will also be there to celebrate Pinoy music.
I ♥ MYX CAMPAIGN. Ten years have passed since the creation of MYX music channel. When asked to describe the 10 years of MYX, Alvarez said: "Each year, MYX has its own evolution and growth. I think as time passes, things keep getting better and better.
"Pretty much in our 10 years, we've had our biggest challenges but we've had our biggest successes as well."