A couple of months ago I had the chance to talk to the pop critic and founder of the Rolling Stone Magazine Greil Marcus doing an interview for a German radio station. When I asked him, what he thought of the recent HipHop videos, he answered, “ In the United States MTV doesn’t show many music videos anymore. They show date shows, game shows or celebrities playing volleyball on the beach shows. Videos are shown only in the middle of the night, when I can’t watch them”. I had noticed a similar trend on MTV Europe but wasn’t aware that MTV’s move towards non-music programming was even more severe in the United States. Greil Marcus is certainly not the only one complaining about the lack of music in “Music Television”. Even Bart Simpson during the beginning of one episode of “The Simpsons” writes a grumpy “In don’t want my MTV anymore” on the blackboard in his classroom (Stein 1997, p. 103).
But what has led to the focus of MTV on non-music programming? Or is the trend even reversing and MTV is going back its roots? What about the new spin-off channels MTV started to offer in the past? This paper takes a look at the changes in MTV’s programming within the last couple of years, at the new programs of this season and at the historical development of this interesting network.
Inhaltsverzeichnis (Table of Contents)
- 1. "I don't want my MTV anymore" - Introduction
- 2. "Video Killed the Radio Star" - Historical overview
- 3. "Madonna vs. Beavis & Butthead" – How much music does MTV need?
- 4. "The times they are a-changing" - New MTV Services
- 4.1 M2
- 4.2 The Suite
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the evolution of MTV's programming, focusing on the shift away from music videos and the introduction of non-music programming. It explores the historical development of the network, analyzing the factors that contributed to these changes and assessing the impact on MTV's viewership and overall success.
- The decline of music videos in MTV's programming
- The rise of non-music programming on MTV
- The impact of MTV's programming changes on its viewership
- The historical development of MTV and its spin-off channels
- The strategies employed by MTV to maintain its relevance and attract viewers
Zusammenfassung der Kapitel (Chapter Summaries)
1. "I don't want my MTV anymore" - Introduction: This introductory chapter sets the stage by highlighting the declining emphasis on music videos on MTV, as observed by prominent figures like Greil Marcus. It establishes the central question of the paper: What factors led to MTV's shift towards non-music programming, and is this trend reversible? The chapter also acknowledges the scarcity of research focusing on MTV's programming evolution in the 1990s and explains the limitations of the study due to a lack of access to comprehensive historical scheduling data. The introduction effectively positions the research within the existing literature and outlines the scope of the investigation.
2. "Video Killed the Radio Star" - Historical overview: This chapter provides a historical overview of MTV's development from its launch in 1981 with the iconic "Video Killed the Radio Star" to its expansion and the introduction of VH1. It discusses MTV's early success, its pivotal entry into major cable markets, and the crucial role it played in influencing the music industry and popular culture. The chapter details the challenges MTV faced, such as declining Nielsen ratings and accusations of bias, while also highlighting its strategic response, including playlist adjustments and its expansion into international markets with MTV Europe. The narrative showcases MTV's adaptation to changing trends and its continuous efforts to maintain its position as a leading force in entertainment.
3. "Madonna vs. Beavis & Butthead" – How much music does MTV need?: This chapter analyzes MTV's strategic shift towards a broader programming approach, incorporating techniques like dayparting and stripping commonly used in traditional broadcast networks. The chapter discusses the reasons behind this shift, including the waning initial excitement surrounding music videos and the need to reduce viewer channel-hopping by offering longer-form content. It examines MTV's expansion into non-music programming, including shows acquired from other networks and original productions, highlighting the decreasing reliance on solely music-related content. The chapter also contrasts MTV's approach with that of other music channels, particularly VIVA in Germany, illustrating the competitive dynamics within the music television landscape.
Schlüsselwörter (Keywords)
MTV, music television, programming, non-music programming, music videos, historical development, dayparting, stripping, VH1, MTV Europe, viewership, cultural impact, programming strategies, media industry.
MTV Programming Evolution: Frequently Asked Questions
What is the main focus of this research paper?
This paper examines the evolution of MTV's programming, specifically focusing on its shift from primarily music videos to a broader range of non-music programming. It analyzes the historical development, contributing factors, and impact on viewership and overall success.
What are the key themes explored in the paper?
The key themes include the decline of music videos in MTV's programming, the rise of non-music programming, the impact of these changes on viewership, MTV's historical development and spin-off channels, and the strategies employed to maintain relevance and attract viewers.
What is covered in the introductory chapter ("I don't want my MTV anymore")?
The introduction highlights the decreasing emphasis on music videos, posing the central question of what drove MTV's shift to non-music programming and whether this trend is reversible. It also acknowledges the limited research on MTV's programming evolution in the 1990s and outlines the study's limitations due to a lack of access to comprehensive historical scheduling data.
What does the historical overview chapter ("Video Killed the Radio Star") discuss?
This chapter provides a historical overview of MTV's development from its 1981 launch to its expansion and the introduction of VH1. It covers early success, entry into major cable markets, influence on the music industry and popular culture, challenges faced (declining ratings, bias accusations), and strategic responses (playlist adjustments, international expansion).
What is the main focus of the chapter "Madonna vs. Beavis & Butthead – How much music does MTV need?"
This chapter analyzes MTV's strategic shift to a broader programming approach, including dayparting and stripping. It explores the reasons behind this shift (waning excitement for music videos, reducing channel-hopping), the expansion into non-music programming (acquired shows and original productions), and compares MTV's approach to other music channels like VIVA in Germany.
What are the key words associated with this research?
Key words include MTV, music television, programming, non-music programming, music videos, historical development, dayparting, stripping, VH1, MTV Europe, viewership, cultural impact, programming strategies, and media industry.
What are the limitations of this study?
A significant limitation is the scarcity of comprehensive historical scheduling data, which restricts the depth of analysis regarding programming changes.
What is the overall goal of this paper?
The paper aims to provide a comprehensive analysis of the evolution of MTV's programming, explaining the factors that led to its transformation and assessing the consequences of this change.
- Quote paper
- Christoph Koch (Author), 1998, What happens to the 'M' in MTV? A look at the changes in MTV's programming, Munich, GRIN Verlag, https://www.grin.com/document/3945
