We missed this earlier: John Sykes, one of the original executives who launched MTV more than 25 years ago, is leaving the company, to pursue other options. He had been working on launching standalone multi-platform ventures for MTVN (NYSE: VIA) for the last three years, but they went nowhere. At first he was working on co-branded cable services with Comcast (NSDQ: CMCSA), which did not materialize, and later was developing standalone broadband services centered on boomer lifestyle interests such as health, personal finances and music, reports MCN. But Viacom instead decided to focus on strengthening its existing brands in various platforms, thus cutting out his interest areas.

Sykes first worked for MTV as a programming executive in the early 1980, then ran VH1 in the mid 1990s and the Infinity Broadcasting radio operation until 2005.

He hinted to MCN in an interview that the service he was developing got scuttled and he got restless. “But as the past couple of years moved on and we were getting closer to getting them launched, it felt like the company’s priorities shifted more toward really focusing on existing brands.” As to what he’ll do next, he said he’s already had “informal conversations” with several digitally based companies, but would not reveal further details.

The internal memo from MTV Networks CEO Judy McGrath on his departure is here.