DeeJay TV
Product brand
UnclaimedDeeJay TV is an Italian television channel that developed from a satellite music service into a digital-terrestrial entertainment and music brand.
Last updated August 26, 2026
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Overview
DeeJay TV is an Italian television channel associated with the Radio DeeJay media brand and the publishing group that was formerly known as Gruppo Editoriale L'Espresso. It began in 2002 as a satellite music channel, initially broadcasting free-to-air before moving in 2003 to an exclusively paid position on the newly established Sky Italia platform. During the late 2000s, it also became available through several Italian cable and IPTV services. The brand underwent a major structural change in 2009. After All Music, another channel acquired by Gruppo Editoriale L'Espresso in 2004, ended its own programming in October, the DeeJay TV name was used for the relaunch of that national digital-terrestrial service on 1 November 2009. The existing satellite service continued separately under the name MyDeejay, while the new terrestrial DeeJay TV became the principal public-facing version of the brand. This arrangement gave the channel a broader national distribution and placed it within Italy's transition to digital terrestrial television. Although DeeJay TV originally emphasized music videos and music-related programming, its schedule gradually broadened. By 2013, music occupied only a limited portion of the daily schedule, particularly through programs such as Deejay chiama Italia and Occupy Deejay. Television series, films, in-house productions and home-shopping blocks increasingly filled the timetable. The channel's changing mix reflected the commercial pressures facing music television in a fragmented Italian broadcasting market. In early 2014, public comments by radio presenter Linus highlighted the channel's financial difficulties and weak advertising performance. In January 2015, Gruppo Espresso agreed to sell All Music S.p.A., the company operating the channel, to Discovery Italia. The transaction closed on 1 February 2015. Discovery subsequently repositioned the service away from its DeeJay-oriented identity and developed it into a general-entertainment channel. The transformation culminated on 3 October 2016, when the service was renamed Nove, ending DeeJay TV's principal terrestrial run. The DeeJay TV brand later returned to Italian television. Following Elemedia's acquisition of the relevant digital-terrestrial channel capacity, an information screen appeared from 8 January 2018 and a formal relaunch followed on 14 January. The revived channel was distributed on digital terrestrial television and, for a period, on Sky Italia. Its programming again connected closely with Radio DeeJay, including simulcasts and repeats of Deejay chiama Italia, music videos, the 30 Songschart and Summer Camp. It left Sky Italia on 1 July 2019. The terrestrial service subsequently became available only in high definition, and the HD designation was added to and later removed from the channel logo. DeeJay TV's history is therefore defined by repeated changes in platform, ownership, format and brand architecture. It has operated at different times as a satellite music channel, a free-to-air digital-terrestrial service, a broader entertainment network and a revived music-focused outlet. Its identity remains tied to the wider DeeJay media ecosystem, but the available reference material does not establish a current owner, headquarters or definitive present operating status.
History
DeeJay TV was launched in Italy in 2002 by a subsidiary of Gruppo Editoriale L'Espresso as a satellite music channel. During its first year it broadcast free-to-air, but an agreement signed with Sky Italia in 2003 moved the service to a paid, platform-exclusive model. From 2007, it was also distributed through cable and IPTV services including TV di Fastweb, Alice Home TV and Infostrada TV. The brand's most important early transformation came in 2009. All Music, a national channel acquired by Gruppo Editoriale L'Espresso in 2004, stopped its own transmissions on 19 October. After a short interim period, the DeeJay TV name was applied to the former All Music terrestrial service on 1 November. The satellite channel continued separately as MyDeejay. The terrestrial relaunch made DeeJay TV a broader national channel rather than only a pay-TV satellite outlet. The service received a digital-terrestrial channel allocation associated with LCN 9, although the allocation was subject to regulatory and legal proceedings. It began broadcasting in 16:9 widescreen in February 2012 and moved from free-to-air satellite distribution to the free-to-view Tivùsat system in April of that year. Over time, its programming moved away from a pure music format. From January 2013, music represented only a small part of the schedule, with Deejay chiama Italia and Occupy Deejay among the principal music-related programs. Series, films, original productions and home-shopping content occupied much of the remaining schedule. The channel experienced commercial pressure in the early 2010s. In 2014, radio host Linus publicly described an economic crisis connected to insufficient advertising revenue, and the service was reported to be at risk of closure. A sale agreement announced on 22 January 2015 transferred All Music S.p.A. from Gruppo Espresso to Discovery Italia. The transaction took effect on 1 February. Discovery progressively changed the channel's format from its music-led identity toward general entertainment, and on 3 October 2016 the terrestrial service became Nove. DeeJay TV returned in 2018 after Elemedia acquired the relevant LCN 69 capacity. An information card appeared from 8 January, followed by a relaunch on 14 January on digital terrestrial television and Sky Italia channel 714, replacing MyDeejay. The revived service carried Deejay chiama Italia in simulcast with Radio DeeJay, along with evening repeats, music videos, the 30 Songschart and Summer Camp. It left Sky Italia on 1 July 2019. Later in 2019, its terrestrial distribution became HD-only; an HD mark was added to the logo in September 2019 and removed in October 2021. The reference material does not establish a definitive current ownership structure or operating status. DeeJay TV's documented history nevertheless shows a recurring link between music radio, music television and Italian digital broadcasting, as well as repeated changes caused by platform economics, ownership transfers and repositioning.
- 2021
Removal of the HD logo mark
[1]The HD designation was removed from the channel logo in October.
- 2019
End of Sky Italia carriage and HD transition
[1]The channel left Sky Italia in July, and its terrestrial service later became available only in high definition.
- 2018
Brand revival
[1]DeeJay TV resumed broadcasting on digital terrestrial television and Sky Italia with music and Radio DeeJay-linked programming.
- 2016
Replacement by Nove
[1]The Discovery-controlled terrestrial service completed its transformation into the general-entertainment channel Nove.
- 2015
Acquisition by Discovery Italia
[1]Discovery Italia acquired All Music S.p.A., the company operating the channel, from Gruppo Espresso.
- 2013
Shift away from a music-only schedule
[1]Music programming became a minority of the schedule as series, films, original productions and shopping programs expanded.
- 2012
Widescreen and Tivùsat transition
[1]The channel adopted 16:9 broadcasting and later moved to free-to-view satellite distribution through Tivùsat.
- 2009
National digital-terrestrial relaunch
[1]DeeJay TV replaced All Music on the latter's terrestrial service, while the existing satellite channel adopted the MyDeejay name.
- 2007
Expansion to cable and IPTV
[1]The channel became available through TV di Fastweb, Alice Home TV and Infostrada TV.
- 2003
Move to paid Sky Italia distribution
[1]An agreement with Sky Italia made DeeJay TV a paid channel carried exclusively on the new platform.
Products and positioning
An Italian youth-oriented television brand rooted in music broadcasting and the Radio DeeJay ecosystem, with periods of broader general-entertainment programming.
Satellite television · 2002
DeeJay TV satellite channel
The original DeeJay TV service launched in 2002 as an Italian satellite music channel. It was initially free-to-air, then became a paid service on Sky Italia in 2003. When the brand was reassigned to the former All Music terrestrial service in 2009, the satellite outlet continued under the MyDeejay name.
Digital terrestrial television · 2009
DeeJay TV digital-terrestrial channel
The national terrestrial version began in 2009 when the DeeJay TV name replaced All Music. It combined music videos and radio-linked programming with series, films, original productions and shopping blocks. Discovery later converted the service into Nove before the DeeJay TV identity returned on a different terrestrial capacity in 2018.
Music and entertainment television · 2018
Revived DeeJay TV service
The 2018 revival restored DeeJay TV as a music-oriented television outlet linked to Radio DeeJay. Its documented programming included Deejay chiama Italia in simulcast, music videos, the 30 Songschart and Summer Camp. It was carried on digital terrestrial television and temporarily on Sky Italia.
Brand decisions
2018
Revive DeeJay TV on digital terrestrial televisionProduct launchBackground
After the former terrestrial incarnation had become Nove, Elemedia acquired relevant channel capacity associated with the DeeJay TV return.
Action taken
The brand resumed broadcasting in January with Radio DeeJay-linked programming, music videos and chart content.
Aftermath
The revived service later ended its Sky Italia distribution and continued in a terrestrial HD format.
2015
Sell All Music S.p.A. to Discovery ItaliaM&ABackground
The company operating DeeJay TV faced reported advertising and economic difficulties.
Action taken
Gruppo Espresso agreed to transfer All Music S.p.A. to Discovery Italia, with the takeover beginning on 1 February.
Aftermath
Discovery repositioned the channel toward general entertainment and ultimately renamed it Nove in 2016.
2009
Use the DeeJay TV brand for the former All Music terrestrial serviceStrategyBackground
All Music ceased its own transmissions in October 2009, creating a vacant national terrestrial service.
Action taken
Gruppo Editoriale L'Espresso relaunched the terrestrial outlet as DeeJay TV while retaining the satellite service under the MyDeejay name.
Aftermath
The DeeJay TV identity gained broader terrestrial visibility but became distinct from the original satellite operation.
2003
Adopt paid Sky Italia distributionStrategyBackground
The original satellite channel had broadcast free-to-air during its first year.
Action taken
DeeJay TV entered an agreement with Sky Italia and became a paid channel exclusive to the platform.
Aftermath
The channel later expanded to cable and IPTV services, while its brand architecture changed again during the 2009 terrestrial relaunch.
Sources1 sources
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