LONDON, Nov 30 — MTV kick-started a new era of music and pop culture in 1981, when it went on air for the first time, emblematically playing Video Killed the Radio Star as its debut music video.

More than four decades later, the channel, now owned by US media giant Paramount Skydance, will wind down its international music broadcasting by the end of the year as it struggles to compete with online streaming and social media.