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.
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
Research Objectives and Themes
This paper examines the evolution of MTV's programming strategy, specifically investigating the transition from a 24-hour music video channel to a broadcaster of diverse non-music entertainment, while also exploring recent initiatives to return to music-focused content and the expansion into new digital services.
- The historical development and original mission of MTV as a music-centric network.
- Factors driving the shift toward non-music programming, such as audience retention and channel surfing.
- The impact of competitive pressures and the emergence of specialized spin-off services.
- The introduction and strategic significance of new digital channels like M2 and "The Suite".
- Public perception and criticism regarding the network's identity crisis in the 1990s.
Excerpt from the Book
3. “Madonna vs. Beavis & Butthead” – How much music does MTV need?
In 1988 MTV started using two techniques typical for broadcast networks or independent TV stations: Dayparting and stripping. By this one could recognize a departure from MTV’s early “narrowcasting” approach toward the reach of a bigger, more heterogeneous audience (Goodwin 1993, p. 57).
About the same time MTV started programming something else than just back to back music videos. The first hype of the new medium of music videos was gone and MTV tried to keep its viewers interested and tried to reduce channel hopping by scheduling longer programs than the 3-minute long clips. The first non-music programs to be aired were shows from British television (like “the Tube” or “Monty Python’s Flying Circus”) or from the broadcast networks (“Saturday Night Live” or “The Young Ones”). But MTV also started to produce own shows, which have had less and less to do with music: comedies, game shows, a movie magazine and so on (Goodwin 1993, p. 53).
This trend continued into the 1990s with the only difference that MTV aired less and less programs which it hadn’t produced itself. One of the few exceptions in the recent past was the teenage ‘dramedy’ show “My so-called life” which MTV has bought for reruns from ABC in 1995. Also the show was canceled by ABC after the first season due to bad ratings, the success of the reruns on MTV were enourmous and a lot of fans demanded new episodes.
Summary of Chapters
1. “I don’t want my MTV anymore” - Introduction: Presents the central problem of MTV's departure from its music-focused roots and outlines the scope of the investigation into its programming tactics.
2. “Video Killed the Radio Star” - Historical overview: Details the network's launch in 1981 and its rapid growth, highlighting how it became a cultural phenomenon and a vital vehicle for the music industry.
3. “Madonna vs. Beavis & Butthead” – How much music does MTV need?: Analyzes the strategic shift towards non-music programs like reality soaps and comedies to mitigate channel hopping and maximize long-term viewership.
4. “The times they are a-changing” – New MTV Services: Explores the launch of spin-off channels like M2 and the digital rollout of "The Suite" as a response to market fragmentation and the need for renewed music focus.
Keywords
MTV, Music Television, Programming Strategy, Music Videos, Broadcasting, Cable Television, Narrowcasting, Dayparting, Media History, Audience Retention, Digital Television, M2, The Suite, Pop Culture, Media Evolution.
Frequently Asked Questions
What is the primary focus of this paper?
The paper investigates the programming shifts at MTV, specifically the move away from exclusively broadcasting music videos toward diverse entertainment programming and the subsequent reaction to viewer criticism.
What are the central themes of the work?
The core themes include the historical development of MTV, the adoption of broadcast techniques like stripping and dayparting, the impact of competition, and the expansion into digital spin-off services.
What is the primary research goal?
The goal is to understand what led MTV to prioritize non-music content and to determine whether current initiatives signal a return to the network's original music-based identity.
Which scientific methodology is employed?
The research relies on a historical analysis of programming development, supplemented by industry literature, trade publications, and quantitative data regarding past network schedules.
What does the main body cover?
It covers the network's inception in 1981, the rise of successful non-music shows in the 90s, viewer dissatisfaction, and the strategic rollout of new niche channels like M2.
Which keywords define this work?
Key terms include MTV, Programming Strategy, Music Videos, Cable Television, Media Evolution, and Audience Retention.
Why did MTV start producing its own non-music shows like "The Real World"?
MTV aimed to reduce channel surfing and retain viewers for longer periods, which was harder to achieve with short-form 3-minute music videos.
What is "The Suite" in the context of MTV?
It is a series of digital channels announced in 1998, designed to provide specialized music formats and increase the variety of programming as digital television capacities expanded.
- 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
