India, Feb. 28 -- First, let's get one thing out of the way. MTV is going nowhere. Last year Paramount Global announced that in some countries, the channel will permanently stop broadcasting by December 25. Millennials around the world dropped their TV remote in panic. Turns out, the company was referring only to sub-channels such as MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live. Regular MTV continues, even though we're not sure who's really watching. The channel has been playing in India for 30 years. It deserves a better send-off. For music lovers, MTV was that glorious spot that filled the years between Chitrahaar on Doordarshan and YouTube on the internet. How else were Indians to know that Michael Jackson was the monster all along in the Thriller video? Or that Milind Soman was going to pop out of the wooden box in Alisha Chinai's Made In India video? Or that it was two grandpas who were singing Macarena? Right off, MTV more than music. For a generation coming into its own in the 1990s, it was a rebellious older sibling who spoke their language, played their anthems, and understood their angst. Sure, MTV played rock, pop and hip-hop. But it also taught a generation how to speak, dress, joke, rebel and belong. Shubarna Mukherjee Shu, AGE, CITY, OCCUPATION, remembers sitting in front of the living room TV in 1999, landline in hand, when MTV's Most Wanted played the top songs of the moment. "We'd be on a conference call, collectively praying," for any song from the Backstreet Boys' new album Millennium to air. "When they finally played a song, we'd scream-sing along on the phone. It made our day." This kind of magic didn't happen by chance. Here's how it all was all part of a grand design. MTV India announced itself with swagger. In January 1996, Slash from Guns N' Roses was flown into Bangalore to jam with Indus Creed at its launch party. Months later, the channel partnered with Michael Jackson for the Mumbai stop on his HIStory World Tour. There was an 11-city roadshow, MTV Get It, making stops on college campuses and getting a sense of what young India was all about. "The Indian music industry was not developed," says Seher Bedi, who joined MTV in 1995 AS A WHAT, one of the first employees at the channel. "We had singers and bands, but there were no music videos. And outside India, nobody knew these artists existed." The team started from scratch, shooting videos, packaging live gigs, creating sets. "In that first year, the buzz was insane," Bedi recalls. "Audiences went crazy when we just showed up to record concerts." The graduating class of Indian pop - Alisha Chinai, Daler Mehndi, Lucky Ali, Shaan and Sagarika, KK, Sonu Nigam, Euphoria, Colonial Cousins, Indian Ocean and more - all built their fame on airplay on MTV, and rival Channel [V]. "AR Rahman wasn't known outside the south then," recalls Cyrus Broacha, who hosted shows on the channel until 2008. "We were shooting Maa Tujhe Salaam in the desert, and I told him, 'Bring that bag from the corner.' I had no idea he'd become this colossal figure. Back then, he was just a colleague." International music was funnelled into simplified segments: Unplugged for acoustic recordings; Alternative Nation for indie and alt genres; Headbangers Ball for noisy metal and rock; Select for viewers requests. And, in a move that left Millennials ever grateful, MTV flashed the song's name, artist, album and often the video director, with every play. What a time to be alive! "The channel's high-energy aesthetic left its mark on advertising, film, comedy, graphic design-everything. Show business as we know it today wouldn't exist without it," says Alex Kuruvilla, who led MTV India between 1999 and 2006. They called viewers the MTV Generation - kids who chomped on burgers, saved up to buy jeans, got bored in three minutes (the average length of a song), mourned Kurt Cobain, rapped to Baba Sehgal and knew the difference between RHCP and RATM. India needed a little hand-holding to process these new sounds. Enter VJs (video jockeys) young super-confident Indians who dressed stylishly, had radical opinions and jabbered between the songs. For a while, it was the coolest job in the country. Broacha was among MTV's earliest hosts. "Rahul Khanna was based in Singapore then, so Tara Deshpande and I were technically the first local VJs," he says. In 1997, Malaika Arora joined to host Club MTV and Loveline. The same year, MTV launched its nationwide VJ Hunt, and discovered Maria Goretti and Nikhil Chinapa. "I almost didn't go," recalls Goretti, who was a model then, and got a call in the last week of the hunt. "I thought maybe they just needed more people on stage. My sister pushed me. I won. It changed my life." Chinapa, was studying architecture at the time. He hosted radio shows and live events for pocket money in Bangalore and auditioned on a whim. "Anything that popped up, I'd try," he says. He moved to Mumbai, started off with hosting Select, eventually leaving to set up the Submerge and Sunburn music festivals and shape the channel VH1 Supersonic. The job looked like fun, but it was relentless: VJs shot links, hosted on-ground events, visited colleges, met brand partners and distributors, attended parties. The pay was modest; the real currency was access - to artists, to ideas, to a rapidly globalising world. There was no social media then. I don't think any of us realised how much impact we were having," says Shehnaz Treasury, who hosted WHICH SHOW/S. "It hit me later, when people in Singapore would recognise me on the street and tell me how MTV shaped their style, humour, even their slang, that MTV was bigger than any one show." In 1998-99, the channel went mainstream, including Hindi music in its programming. "While the brand's DNA was global, everything else - the IPs, programming, the shows, the marketing was hyper local," says Kuruvilla. "MTV took pride in its local successes." It's most enduring hit: Bakra, in which Broacha essentially pranked unsuspecting folks on camera. It ran for over a decade and spawned 13 competitors within six months. No one was exempt - not even movie stars and cricketers. The MTV generation was fearlessly laughing at itself, at others, at life. Broacha recalls feedback from an unexpected fan: "Someone called my landline and said, 'Bal Thackeray speaking,' He spoke clearly, in English, and said, 'I just wanted to tell you I love this show. I stop all our meetings at 3.30 to watch it. Keep up the good work'." The channel was a springboard Indian music talent. In 1999, Bedi was sent to New York to cover the MTV Video Music Awards, where AR Rahman was nominated for WHAT CATEGORY, WHICH ALBUM. He won. "We shot with him across the city talking about his favourite places and music," she recalls. "Later, we took Colonial Cousins to MTV London for the first Unplugged." Mini Mathur, VJ between YEAR AND YEAR, recalls interviewing Richard Gere at an Aids concert, stepping in last-minute to interview Deep Purple, and hosting Aamir Khan alongside the cast of Lagaan. "The actors were nervous-it was their first big interaction with cameras. I moved easily between English and Hindi, and Aamir looked at me with respect." Goretti recalls being part of Gaana Masti, which parodied popular music. "Cyrus and I spoofed an Urmila Matondkar song. We also did Koi Mil Gaya-Mini was Rani Mukerji, Cyrus was Shah Rukh, and I was Kajol. Mad stuff!" YouTube launched in 2005, Spotify followed in 2008. Music videos, MTV's lifeblood, were now free and on-demand. So, it pivoted to reality shows. It was a new MTV generation, one that dreamed of making it to Roadies and Splitsvilla, and understood the power of their own stories and voice. "When people auditioned, they'd talk openly about trauma-abuse for being gay, skinny, fat, identity," says WHICH PERSON? "We encouraged young people to speak." We no longer need VJs, handholding or a chance to speak. We're doing it all ourselves, editing, adding filters and clapping back at trolls. But MTV's spirit - Indian yet international, irreverent but honest - it will take more than a channel shutdown to stamp that out....