MTV World, an umbrella group for three customised MTV channels specifically designed to serve ethnic populations in the US, is being shut down.

The channels known as MTV Desi (for Indian viewers), MTV Chi (for Chinese viewers) and MTV K (for Korean viewers) will be axed as a bid to shake-up the network’s presence in the competitive US market.

The closure of the three channels is also being carried out as a cost cutting exercise that has seen the loss of 250 jobs at the music network.

Executives who have been sacked include MTV executive VP multiplatform programming Paul DeBenedittis, MTV head content strategy and scheduling Salli Frattini and MTV senior VP in charge of production Kathy Flynn.

As far the closing of the three MTV channels is concerned the company says, “Unfortunately, the premium distribution model for MTV World proved more challenging than we anticipated in this competitive environment. As a result, MTV has decided to shut down its linear MTV World operation. However, we remain steadfast in superserving multicultural youth, and we are continuing to investigate ways to integrate the MTV Desi, Chi and K brands online and on our other screens.”

The three channels have been available on satellite provider DirecTV since 2005.