MTV, the channel that revolutionised the music industry by playing artists’ videos on rotation, is reinventing itself again, opening up to its social media-savvy audience by putting their videos on air.

By using the hashtag #MTVBump, viewers can see their content from social media sites Instagram or Vine within two hours of its being posted, during the channel’s break windows.

The revamp, evolving from “I want my MTV” to “I am my MTV”, is being rolled out as streaming and video platforms gain ground while the ratings for conventional TV networks dwindle. The shifts in viewing habits have weighed on MTV owner Viacom Inc. recently, especially in the US.

“We understand that MTV is a 30-year-old brand and we absolutely always have to be reinventing ourselves,” Kerry Taylor, the chief marketing officer for Viacom International Media Networks UK, said.

“The only thing our audience will reject from us is creative cowardice, so for MTV to look like a traditional broadcaster is just not acceptable... We absolutely have to take risks, we have to create and we have to do something new.”

We absolutely have to take risks, we have to create and we have to do something new

Launched in 1981, MTV first aired video jockeys playing music videos. It has since varied its format, now showing reality TV shows aimed at teenagers and young adults.

With an age 16-34 commercial demographic, social media is key for a brand that broadcasts in more than 160 countries.

“We know our audience are very used to and enjoy dealing with very short form content,” Taylor said. “They like seeing themselves published.”

For #MTVBump, the channel teamed up with B-Reel Creative for the technology that sees the best videos picked and on air in two hours – something MTV says no other channel is doing on a global scale.

Taylor said it will eventually introduce MTV Canvas, a digital sticker book where viewers can create MTV logos.