MTV UK is a general entertainment channel operated by Viacom International Media Networks Europe, available in the United Kingdom and Ireland. The channel was launched as part of MTV Networks Europe localisation strategy in 1997. MTV UK (previously MTV UK & Ireland and MTV One) was launched on 1 July 1997. The channel was set up to provide audiences with local artists and more relevant music content. Prior to the localisation of MTV in Europe, the region was served by MTV Europe which was launched on 1 August 1987. Since February 2011 MTV has been solely an entertainment channel