ESSAY – OPTION 1 (MTV)
MTV can be defined as “a cable and satellite television channel which broadcasts popular music and promotional music videos.” (oxforddictionaries.com.n.d.). Launched on August 1st 1981, MTV’s programme started out by helping musicians gain exposure through music videos. This helped TV audiences connect with music by new means. As MTV became more recognised, the network branched out by creating new means of entertainment. MTV has remained relevant by continuously adapting throughout its existence to meet their audience’s entertainment requirements. (International MTV and Globalisation). Originally MTV concentrated on rock music and played classical artists such as the ‘Police’. The television channel helped Black emerging artists such as ‘Michael Jackson’ to establish them within the music industry. As MTV increased in popularity, MTV started airing non-video programmes aimed at teenagers and young adults. These programmes consisted of reality TV series such as ‘My Super Sweet 16’ and animated series containing shows like ‘Celebrity Death-match’, as well as documentaries, game shows and public service campaigns. MTV derived a show; ‘MTV Music Awards’ as an alternative to the existing show, ‘The Grammys’ in order to provide for their target market. MTV also broadcast live performances from global gigs making it a popular channel amongst acoustic performers. MTV earned their creditability when they were established through launching new artists. The internet gave rise to a convenient means of accessing music videos and therefore MTV could no longer centre themselves on music videos and consequently needed to change their content. If MTV only played music videos presently, they would be able to play only commercial music as their audience’s tastes shape MTV’s programming. This would become boring and lead to repetition which would disinterest MTV audiences, losing a great number of their target audience. (MTV,...
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