MTV (originally an initialism of Music Television ) is an American cable and satellite television channel owned by Viacom Media Networks (division of Viacom) and headquartered in New York City.
Launched on 1 August 1981, the channel initially aired a music video as guided by a television character known as "video jockey" (VJs). Initially, the main MTV target demographics are young adults, but today it is mainly teenagers, especially high school students and college students. MTV has significantly softened its music video programming in recent years, and the program now consists primarily of genuine reality, comedy and drama programs and some off-the-shelf syndication and film programs, with limited music video programs in non-busy time periods. It has also been involved in promoting left-wing political issues and progressive social causes. The network receives criticism for this change of focus, both by certain segments of the audience and musicians. The influence of MTV on its audience, including issues involving censorship and social activism, has also been the subject of much debate over the years.
In recent years, MTV has been struggling with the secular decline of cable-related media music. The rating has been said to have failed systematically, as younger viewers are increasingly turning to other media platforms, with annual ratings falling as high as 29%; so there is no doubt the timeless relevance of MTV to young audiences. In April 2016, newly appointed MTV president Sean Atkins announced plans to return music programs to the channel, including the return of MTV Unplugged . After nine years of takeoff, TRL , the MTV flagship series, returned on October 2, 2017.
MTV has spawned many twin channels in the US and international affiliate channels, some of which have been independent, with about 90.6 million American households in the United States receiving MTV in January 2016.
Video MTV
History
Previous concept (1964-1977)
Some previous concepts for music video-based television programs have been around since the early 1960s. The Beatles have used music videos to promote their recording from the mid-1960s. The creative use of the music video in their 1964 movie A Hard Day's Night, in particular the song performance "Can not Buy Me Love", led MTV later on June 26, 1999, in honor of the film director Richard Lester with the award to "basically create a music video".
In his book The Mason Williams FCC Rapport, author Mason Williams stated that he submitted the idea to CBS for a television program featuring "videos", in which disc jockeys will play avant-garde artwork to music. CBS rejected the idea, but Williams aired her own musical composition "Classical Gas" at Smothers Brothers Comedy Hour, where she was the head writer. In 1970, Philadelphia-based disc jockey Bob Whitney created The Now Explosion, a television series that was filmed in Atlanta and broadcast in syndication to other local television stations across the United States. The series featured promotional clips from popular artists, but was canceled by its distributor in 1971. Several music programs from outside the US, including Australia Countdown and Great Britain Top of the Pops , which originally broadcasted a music video in lieu of a show of artists not available for live performances, began to feature them regularly in the mid-1970s.
In 1974, Gary Van Haas, vice president of Televak Corporation, introduced the concept of distributing music video channels to record stores across the United States, and promoting channels, called Music Video TV, to distributors and retailers in the May 1974 edition. Billboard . The channel, which features disc jockey video, signed an agreement with US Cable in 1978 to expand its audience from retail to cable television. The service was no longer active by the time MTV was launched in 1981.
Pre-history (1977-1981)
In 1977, Warner Cable, a division of Warner Communications and its predecessor Warner-Amex Satellite Entertainment launched the first two-way interactive cable television system named QUBE in Columbus, Ohio. The QUBE system offers many custom channels. One of these special channels is Sight on Sound, a music channel featuring concert footage and music-oriented television programs. With interactive QUBE services, viewers can choose their favorite songs and artists.
The original MTV programming format was created by media executive Robert W. Pittman, who later became president and chief executive officer (CEO) of MTV Networks. Pittman has test-driven the music format by producing and hosting a 15-minute event, Tracks Album , on New York City's WNBC-TV television station in the late 1970s.
CEO Pittman, executive vice president of Warner-Amex, John Lack has herd PopClips, a television series created by former Monkee solo artist Michael Nesmith, whose attention switched to a music video format in the late 1970s. The inspiration for PopClips came from a similar program on New Zealand's TVNZ network called Radio with Images , which aired in 1976. The concept itself has been in the works since 1966, when the major record companies began supplying New Zealand Broadcasting Corporation with promotional music clips for airplay at no cost. Some artists make long trips to New Zealand to perform live.
Launch
On Saturday, August 1, 1981, at 12:01 am Eastern Time, MTV launches with the words "Ladies and Gentlemen," uttered by John Lack and played the first recording of the Aircraft and the launch of Apollo 11. The words were soon followed by the original MTV theme song, a crackling rock song composed by Jonathan Elias and John Petersen, playing on top of a changing American flag to show the MTV logo transformed into a variety of textures and designs. MTV producers Alan Goodman and Fred Seibert used this public video recording as a concept; Seibert said that they originally planned to use the quote "One small step" Neil Armstrong, but the lawyers said that Armstrong had his name and likeness and that he had refused, so the quote was replaced with a beep. A short version of the shuttle launch ID ran at the top of every hour in various forms, from the first day of MTV until it was withdrawn in early 1986 after the Challenger disaster.
The first music video featured on MTV was The Buggle '"Video Killed the Radio Star", originally available only to homes in New Jersey. This was followed by a video for Pat Benatar's "You Better Run". Sporadically, the screen will turn black when an employee on MTV inserts a cassette to a VCR. The lower third MTV graphics that appear near the beginning and end of the music video will eventually use the typeface the Cables recognize for about 25 years. But this chart differs on the first day of the MTV broadcast; they are set out in different typography and include information such as the year and the name of the record label.
As head of programming, Robert W. Pittman recruited and managed teams for launch including Tom Freston (who replaced Pittman as CEO of MTV Networks), Fred Seibert, John Sykes, Carolyn Baker (original talent and acquisition chief), Marshall Cohen (head of original research) , Gail Sparrow (talent and acquisition), Sue Steinberg (executive producer), Julian Goldberg, Steve Lawrence, Geoff Bolton; studio producer and MTV News writer/associate producer Liz Nealon, Nancy LaPook and Robin Zorn; Steve Casey (the creator of the name "MTV" and the director of his first program), Marcy Brafman, Ronald E. "Buzz" Brindle, and Robert Morton. Kenneth M. Miller is credited as the first technical director to officially launch MTV from a New York City network operating facility.
MTV effects are directly in the area where new music video channels are performed. Within two months, the record store in the area where MTV is available sells music that is not played by local radio stations, such as Men at Work, Bow Wow Wow, and the Human League. MTV sparked the Second British Invasion, with British action, which has been accustomed to using music videos for half a decade, featuring many channels.
MTV targets viewers between the ages of twelve and thirty-four. However, according to research conducted MTV alone, more than 50% of the audience is between twelve and twenty-four. Furthermore, this special group will watch MTV an average of thirty minutes to two hours a day.
VJ and native format (1981-1994)
MTV's original objective was to become a "music television", play music videos 24 hours a day and seven days a week, guided by aerial figures known as VJs, or jockey videos. The channel's original slogan is "You'll never see music the same way again", and "On the cable. In stereo."
The earliest MTV format was modeled after an AOR (album-oriented rock) radio; MTV will transition to emulate the full Top 40 station in 1984. Fresh-faced young men and women are hired to run a channel program and to introduce the music video being played. The term VJ was created, which is a game on DJ initialism (disc jockey). Many VJs eventually became celebrities in their own right. Five original MTV VJs in 1981 were Nina Blackwood, Mark Goodman, Alan Hunter, J.J. Jackson and Martha Quinn.
VJ will record intro and outro dub before broadcast, along with music news, interviews, concert dates, and promotions. These segments will appear for live live and debut throughout MTV program schedules 24 hours a day and seven days a week, although the segment itself has been recorded previously in a regular work week in MTV studios.
The earliest music video that became the largest part of the MTV program in the 1980s was a promotional video (or "promo", a term derived from the United Kingdom) that the record company had commissioned for international use or a concert clip from available sources.
The rock bands and artists of the 1980s who aired on MTV ranged from new waves to hard rock or heavy metal bands like Adam Ant, Bryan Adams, The Pretenders, Blondie, Eurythmics, Tom Petty and Heartbreakers, Culture Club, MÃÆ'¶tley CrÃÆ'¼e, Split Enz, Prince, Ultravox, Duran Duran, Van Halen, Bon Jovi, RATT, Def Leppard, The Police, and The Cars. The channel also plays the music video of "Weird Al" Yankovic, who made a career outside of other artist's video parody. MTV also aired some specials by "Weird Al" in the 1980s and 1990s under the title Al TV .
MTV also played classic rock films from the 1980s and previous decades, including David Bowie, Dire Straits (whose 1985 song and video "Money for Nothing" both refer to MTV and also included the slogan "I want my MTV" in lyrics), Journey, Rush, Linda Ronstadt, Genesis, Billy Squier, Aerosmith, The Rolling Stones, Eric Clapton, The Moody Blues, John Mellencamp, Daryl Hall & John Oates, Billy Joel, Robert Palmer, Rod Stewart, The Who, and ZZ Top; new solo actions like Peter Gabriel, Robert Plant, Phil Collins, Paul McCartney, David Lee Roth, and Pete Townshend; such as Asia, The Power Station, Yes, The Firm, and Traveling Wilburys, as well as missed acts like Michael Stanley Band, Shoes, Blotto, Ph.D., Rockpile, Bootcamp, Silicon Teens, and Taxxi. The hard rock band Kiss appeared publicly without their trademark makeup for the first time on MTV in 1983. The first country music video aired on MTV was "Angel of the Morning" by Juice Newton, first aired on MTV in 1981.
During the early days of the channel, MTV sometimes let other stars take over the channel in an hour as a "VJ guest". These guests include musicians such as Adam Ant, Billy Idol, Phil Collins, Simon LeBon, and Nick Rhodes of Duran Duran, Tina Turner; and comedians like Eddie Murphy, Martin Short, Dan Aykroyd, and Steven Wright; when they choose their favorite music videos.
The 1983 Flashdance film was the first film in which its promoters cited the music segment from it and supplied them to MTV as a music video, whose channels then aired in regular rotation.
In addition to bringing artists who are not so well known, MTV plays an important role in adding to the waves of the eighties dance that is booming. The video budget is on the rise, and the artist begins to add a fully choreograyed part of the dance. Michael Jackson's music became synonymous with dance. In addition to learning the lyrics, fans are also learning the choreography so they can dance together. Madonna makes use of the dance in her videos, using classically trained jazz and break dancers. Together with extensive costumes and make-up, Duran Duran uses tribal elements, draws from Dunham's technique, in "The Wild Boys", and Kate Bush uses a modern dance duet in "Running Up That Hill". MTV brings more than just music into the public view, it adds to the continuing rise of dance in the early 1980s that has lasted to this day.
In 1984, more record companies and artists began to make video clips for their music than in the past, recognizing the popularity of MTV and the emerging media. In accordance with the entry of the video, MTV announced the change to the playlist in its November 3, 1984 edition, Billboard magazine, which will take effect the following week. The playlist category will expand to seven, out of three (light, medium, heavy); including New, Light, Breakout, Medium, Active, Weight and Power. This will ensure artists with hit records on the charts will get the exposure they deserve, with the Medium as the home for the hits that have been set still in the ascent to the top 10; and Heavy is home to big hits - no bells and whistles - just the exposure they command.
In 1985, MTV pioneered the safe-sex initiative in response to the AIDS epidemic that continues to affect current sexual health. In this case, MTV encourages teenagers to pay more attention to safe sex because they are more likely to be more willing to hear this message from MTV than their parents. This shows that MTV does not always affect teenagers negatively. Although in another aspect, MTV is provocative, they have this campaign to show their positive influence on youth and safe sex - a campaign that is still alive today: "Its Your Sex Life".
Penetrating the "color barrier" ( 1981-1983)
During the first few years of MTV in the air, very few black artists were included in the rotation on the channel. Some of the chosen people who are in the MTV rotation are Michael Jackson, Prince, Eddy Grant, Donna Summer, Joan Armatrading, Musical Youth, and Herbie Hancock. The first colored person to appear on MTV is the British band The Specials, which features an integrated line of musicians and white and black vocalists. The special video "Rat Race" was screened as the 58th video on the first day of station broadcasting.
MTV rejected other black artist videos, such as Rick James's "Super Freak", as they did not fit the carefully selected rock album format at the time. Exceptions angered James; he openly recommends adding more black artist videos to the channel. Rock legend David Bowie also questioned the lack of MTV black artists during an on-air interview with VJ Mark Goodman in 1983. MTV's original talent and acquisition, Carolyn B. Baker, has questioned why the definition of music should be so narrow, as well as some others outside the network. "The party line on MTV is that we do not play black music because of 'research ' ," Baker said years later. "But the research is based on ignorance... we are young, we are at the forefront, we do not have to be on the cutting edge of racism." Nevertheless, it was Baker who personally rejected Rick James's video for Super Freak because there was a woman half naked in it, and that was part of the garbage.As a black woman, I do not want to represent people me as the first black video on MTV. "
Music programming director Buzz Brindle told an interviewer in 2006, "MTV was originally designed to be a rock music channel, it's hard for MTV to find African American artists whose music matches the rock-leaning channel format at the start." Writers Craig Marks and Rob Tannenbaum note that the channel "broadcasts video by many white artists who do not play rock." Andrew Goodwin later wrote, "[MTV] rejects racism, arguing that it merely follows the rules of the rock business." Senior Vice President of MTV Executive Les Garland complained several decades later, "The worst is 'racism' racism ... almost no video made by black artists. They were never accused of racism. "However, the criticism of the defense shows that the record company did not fund the video for black artists because they knew they would have trouble persuading MTV to play it.
Before 1983, Michael Jackson also struggled to receive airtime on MTV. To complete the struggle and finally "break the barrier of color," CBS Records president at the time, Walter Yetnikoff, criticized MTV in strong and indecent statements threatening to take over MTV's ability to play one of the record label's music videos. However, Les Garland, then head of the acquisition, said he decided to broadcast Jackson's video "Billie Jean" without pressure from CBS. This was disputed by the head of CBS Business Affairs David Benjamin at Vanity Fair.
According to The Austin Chronicle , Jackson's video for the song "Billie Jean" is "a video that broke the color barrier, though the channel itself was responsible for setting up the barrier in the first place." But indirect change. "Billie Jean" was not added to MTV's "mid-rotation" playlist (two to three views per day) until after reaching # 1 on the Billboard Hot 100 chart. In the last week of March, it was in "heavy rotation", one week before MTV debuted Jackson's "Beat It" video. Prince's "Little Red Corvette" joined the two videos in a big rotation at the end of April. In early June, "Electric Avenue" by Eddy Grant will join "Billie Jean", which is still in heavy rotation until mid-June. At the end of August, Donna Summer's "She Works Hard for the Money" is doing a great rotation on the channel. Herbie Hancock's "Rockit" and Lionel Richie's "All Night Long" will be placed in heavy rotation in late October and early November respectively. In the last week of November, Donna Summer's "Unconditional Love" will be in a big rotation. When Jackson's complicated video for "Thriller" was released later in the year, which raised the ambition bar for what the video could be, the network support for it was total; furthermore, more pop and R & amp; B played on MTV.
Regardless of the timeline, many black artists are playing their videos in a "heavy" rotation the following year (1984). Together with Herbie Hancock, Prince, Donna Summer, other black artists like Billy Ocean, Stevie Wonder, Tina Turner, Lionel Richie, Ray Parker Jr., Rockwell, The Pointer Sisters, The Jacksons, Sheila E and Deniece Williams all have videos played in heavy rotation on MTV.
Finally, videos of the rap and hip hop genres that are popping will also begin to enter the rotation on MTV. The majority of rap artists appeared on MTV in the mid-1980s such as Run-DMC, The Fat Boys, Whodini, LL Cool J, and Beastie Boys from the East Coast.
Video Music Awards (1984- present)
In 1984, the channel produced its first MTV Video Music Awards, or VMA. The first award event, in 1984, was punctuated by a live performance by Madonna of "Like A Virgin". The statues distributed at the Video Music Awards are from MTV moonman, the original image of the channel from its first broadcast in 1981. Currently, the Video Music Awards is the most annual MTV annual event much watched.
Special, annual event (1986-present)
MTV started its annual coverage of Spring Break in 1986, arranging temporary operations in Daytona Beach, Florida, for a week in March, broadcasting live eight hours per day. "Spring break is a youth cultural event," said MTV vice president Doug Herzog at the time. "We want to be part of it for that reason, it makes sense for us to get off and live from the center, because obviously the people there are the kind of people who watch MTV." This channel coverage features many live performances from artists and bands on site. The annual tradition will continue into the 2000s, when it becomes un-emphasized and submitted to mtvU, the spinoff channel of MTV targeted on campuses.
This channel will expand the beach-themed event to the summer, dedicating most of each summer to broadcast live from beach homes in various locations away from New York City, which eventually led to channel branding throughout the summer of 1990s and early 2000s like Motel California , Summer Share , MTV Island , Summer SoCal , Summer in the Keys , and Shore Thing . MTV VJ will host a block of music videos, interview artists and bands, and introduce live performances and other programs from the beach house location each summer. In the 2000s, when the channel reduced its time-lapse for music videos and removed much of its in-house program, its summer annual event ended.
MTV will also hold a week-long music event that will take over the channel presentation. Examples from the 1990s and 2000s include All Access Week , a summer week dedicated to live concerts and festivals; Spankin 'New Music Week , an autumn week dedicated to a new music video; and week-long specials that culminate in certain live events, such as Want to be a VJ and Video Music Awards .
At the end of each year, MTV utilizes its home location in New York City to broadcast live coverage on New Year's Eve in Times Square. Several live music performances are featured alongside interviews with influential artists and bands throughout the year. Over the years from the 1980s to the 2000s, the channel upheld the tradition of having a band performing the closing song at midnight as soon as the start of the new year.
Live live broadcast (1985-2005)
Throughout its history, MTV has covered a series of live benefit concerts directly. For most of July 13, 1985, MTV showed Live Aid concerts, held in London and Philadelphia and organized by Bob Geldof and Midge Ure to raise funds for famine relief in Ethiopia. While the ABC network showed only selected highlights during primetime, MTV broadcasted 16 hours of coverage.
Together with VH1, MTV broadcast Live 8 concerts, a series of concerts held in G8 and South Africa, on July 2, 2005. Live 8 kicked off the 31st G8 summit and the 20th Live Aid warning. MTV drew loud criticism for its coverage of Live 8. The network was cut for advertising, VJ comments, or other performances during the show. Complaints surfaced on the Internet through MTV annoying Pink Floyd reunion. In response, MTV president Van Toeffler stated that he wanted to broadcast the spotlight from every Live 8 venue on MTV and VH1, and clarified that the network host talks about the show only in transition to advertising, informative segments or other musical performances. Toeffler admits that "MTV should not place such a high priority in demonstrating so much action, at the expense of full set broadcasting by key artists." He also blamed Pink Floyd's annoyance on a mandatory affiliate cable break. MTV averaged 1.4 Ã, million viewers for the July 2 live broadcast of Live 8. As a result, MTV and VH1 aired five hours of uninterrupted Live 8 coverage on July 9, with each channel airing various blocks of different artists.
Format music series (1986-2008)
MTV made its debut MTV Dial in 1986, a calculation of ten major music videos every day that viewers can call 1-800-DIAL-MTV toll-free phone numbers to request a music video. The show will be replaced by MTV Most Wanted in 1991, which lasts until 1996, and then sees a spiritual successor at Total Request Live. Fixed phone numbers used for video requests until 2006.
Also in 1986, the channel introduced 120 Minutes, an event that will feature low rotation, alternative rock and other "underground" videos over the next 14 years on MTV and three additional years on the sister channel MTV2. The program became known as Subterranean on MTV2. Eight years later, on July 31, 2011, 120 Minutes was resurrected with Matt Pinfield taking over the hosting duties once more and being aired monthly on MTV2.
Another late-night music video show was added in 1987, Headbangers Ball, featuring heavy metal music and news. Prior to his sudden cancellation in 1995, he featured several hosts including Riki Rachtman and Adam Curry. A weekly block of music videos under the name Headbangers Ball that aired from 2003 to 2011 on MTV2 sister channel, before spending two additional years as a web-only series on MTV2 sites, up to Headbangers Ball stopped again in 2013.
In 1988, MTV debuted Yo! MTV Raps , a hip hop/rap format program. This program continued until August 1995. It was renamed to Yo! And was shown as a one-hour program from 1995 to 1999. The concept was reintroduced as the Direct Effect in 2000., which became Sucker Free in 2006 and canceled in 2008, after briefly celebrating its 20th anniversary Yo! MTV Raps throughout April and May 2008. Despite being canceled on MTV, the weekly hip hop video countdown known as Sucker Free is still airing on MTV2 to this day.
In 1989, MTV began broadcasting music special premises such as MTV Unplugged, acoustic performances, featuring dozens of stunts as guests and has remained active in various iterations on various platforms over the past 20 years. year.
To further meet the success of R & amp; B, MTV introduced the weekly Fade to Black in the summer of 1991, hosted by Al B. Sure !. This event will be reformatted into the next known MTV Jams next year, which incorporates hip-hop mainstream into the playlist. Bill Bellamy will be a new and sustainable host. The show became so successful that it spawned the Most Wanted spin-off titled Most Wanted Jams .
The rise of the directors (1990-1993)
In the early 1990s, MTV played a combination of hard rock pop-friendly action, metal chart-topping and hard rock acts like Metallica, Nirvana and Guns N 'Roses, pop singers like Michael Jackson, Madonna, 2 Unlimited and New Group for Kids -Children in Blocks, and R & amp; B such as New Edition, En Vogue, Bell Biv Devoe, SWV, Tony Toni Tone, TLC and Boyz II Men, while introducing rapper Vanilla Ice and MC Hammer. MTV progressively increased the delivery of hip-hop action, such as LL Cool J, Queen Latifah, Salt-n-Pepa, Naughty By Nature, Onyx, MC Lyte and Sir-Mix-A-Lot, and in 1993, the channel added Rapper Beach Westerners previously associated with rap gangsta, with less pop-friendly sounds, such as Tupac Shakur, Ice Cube, Warren G, Ice-T, Dr. Dre, Tone Loc, and Snoop Doggy Dogg.
To accompany the new sounds, a new form of music video emerged: more creative, funny, artistic, experimental, and technically achievable than in the 1980s. Several famous film directors started making music videos. After pressure from the Music Video Production Association, MTV began registering the names of video directors at the bottom of the credits in December 1992. As a result, MTV viewers became familiar with the names of Spike Jonze, Michel Gondry, David Fincher, Mary Lambert, Samuel Bayer, Matt Mahurin, Mark Romanek, Jonathan Dayton and Valerie Faris, Anton Corbijn, Mark Pellington, Tarsem, Hype Williams, Jake Scott, Jonathan Glazer, Marcus Nispel, F. Gary Gray, Jim Yukich, Russell Mulcahy, Steve Barron, Marty Callner, and Michael Bay, among others.
When the PBS series Frontline is explored, MTV is the driving force that catapultes music videos to the general public, transforming music videos into art forms and marketing machines that benefit artists. Danny Goldberg, chairman and CEO of Artemis Records, says the following about the art of music videos: "I know when I work with Nirvana, Kurt Cobain cares about videos as he does about notes.He wrote scripts for them, he was in the editing room , and they are part of the art and I think they stand as part of the art, and I think that's true of the great artists today.Not all artists are great artists and not every video is a good video, but generally make it available as a tool, to me, adding to the business, and I hope there's a music video in The Beatles and The Rolling Stones, I think they'll add to their creative contributions, not cut back from it. "
Alternative is mainstream (1991-1997)
Nirvana led a sweeping transition to the emergence of alternative rock music on MTV in 1991 with their video for "Smells Like Teen Spirit". In late 1991 entering 1992, MTV began broadcasting videos of their highly promoted "Buzz Bin", such as Nirvana, Pearl Jam, Alice in Chains, Soundgarden, Nine Inch Nails, Tori Amos, Dawn PM, Arrested Development, BjÃÆ'¶rk , and Gin Blossoms. MTV increased the rotation of its weekly alternative music program 120 Minutes and added daily Alternative Nations to play this video and other underground music acts. Furthermore, grunge and alternative rocks are improving in mainstream tastes, while glam bands in the 1980s and traditional rockers have been removed, with few exceptions such as Aerosmith and Tom Petty. Old actions like R.E.M. and U2 remain relevant by making their music more experimental or unpredictable.
They also played many hard rock acts such as Pantera, Death, and other heavy/death metal acts during that time period.
In 1993, more alternative rock acts were heavily rotated, such as Stone Temple Pilot, Soul Asylum, Rage Against the Machine, Marilyn Manson, Tools, Beck, Therapy, Radiohead, and The Smashing Pumpkins. Other successful acts like Weezer, Collective Soul, Blind Melon, The Cranberries, Bush and Silverchair will follow in the next few years. Alternative bands that appear on Beavis and Butt-Head include White Zombies.
In the next few years, 1994 to 1997, MTV began promoting measures pop new rule, the most successful Green Day and The Offspring, and ska-rock acts like No Doubt, The Mighty Mighty Bosstones and Sublime. Pop singers are added to the rotation successfully as long as they are considered "alternatives," such as Alanis Morissette, Jewel, Fiona Apple, and Sarah McLachlan.
Electronica and pop (1997-1999)
In 1997, MTV focused heavily on introducing electronica action into the mainstream, adding it to its musical rotation, including The Prodigy, The Chemical Brothers, Moby, Aphex Twin, Pendulum, Daft Punk, Crystal Methods, Butthole Surfers and Fatboy Slim. Some musicians who started experimenting with electronica were still played on MTV including Madonna, U2, David Bowie, Radiohead, and Smashing Pumpkins. That year, MTV also tried to introduce neo-swing bands, but they did not do much.
However, in late 1997, MTV began to shift more progressively toward pop music, inspired by the success of Spice Girls and the rise of boy bands in Europe. Between 1998 and 1999, MTV music content consisted of many boy band videos such as Backstreet Boys and NSYNC, as well as teen pop princesses such as Britney Spears, Christina Aguilera, Lynda Thomas, Mandy Moore, and Jessica Simpson. Drama rock, electronica, and alternative action is reduced. Hip-hop music continues in heavy rotation, through people like Puff Daddy, Jermaine Dupri, Master P, DMX, Busta Rhymes, Lil 'Kim, Jay-Z, Missy Elliott, Lauryn Hill, Eminem, Foxy Brown, Ja Rule, Nas, Timbaland, and their colleagues. R & amp; B is also highly represented by acts such as Aaliyah, Janet Jackson, Destiny's Child, 702, Monica, and Brandy.
Beginning in late 1997, MTV progressively reduced the exposure of rock music videos, leading to a slogan among skeptics, "Rock is dead." The facts at that time rock fans are less materialistic, and buy less music based on television suggestions, touted as the reason MTV abandoned his former music. MTV instead devotes its music time to pop and hip hop/R & amp; B. All rock-centric performances are removed and the rock related categories from the Video Music Awards are peeled together.
From now until 2004, MTV made several periodic attempts to reintroduce pop rock videos to the channel. In 1998 to 1999, the punk-rock band Blink-182 received regular broadcasts on MTV because most of their "All The Little Things" videos made fun of the boy band that aired MTV at the time. Meanwhile, some rock bands that did not receive MTV support, such as Korn and Creed, continued to sell the album. Then, after releasing Korn's hip/rap rap album Follow the Leader, MTV starts playing Korn videos "Got the Life" and "Freak on a Leash".
A band sponsored by Korn, Limp Bizkit, received a broadcast hour for George Michael's "Faith" cover, which was a hit. Furthermore, MTV began broadcasting more rap/rock hybrids, such as Limp Bizkit and Kid Rock. Some rocks act with more fun videos, such as Rob Zombie, Red Hot Chili Peppers and Foo Fighters, also receive airtime.
In the fall of 1999, MTV announced the weekend Return of the Rock , in which the new rock movie received airtime, after the compilation album was released. System Down, Staind, Godsmack, Green Day, Incubus, Papa Roach, P.O.D., Sevendust, Powerman 5000, Slipknot, Kittie, Static X, and CKY are among the flagship bands. These bands received some broadcast time on MTV and more on MTV2, although both channels emphasized the action of rock/rap.
In 2000, Sum 41, Linkin Park, Jimmy Eat World, Mudvayne, Cold, In Drive-In, Alien Ant Farm, and other acts were added to the music rotation. MTV also launched the MTVX digital cable channel to play an exclusive rock music video, an experiment that lasted until 2002. The daily music video program on MTV that carries the name of "Rock Return" ran through early 2001, replaced by a successor, All Things Rock , from 2002 to 2004.
Total Live Request (1998-2008 )
Also in 1997, MTV was heavily criticized for not playing as many music videos as it used to. In response, MTV created four music-centered events: MTV Live , Total Requests , Say What? , and 12 Angry Viewers . Also at this time, MTV introduced his new studio in Times Square.
A year later, in 1998, MTV merged the Total Request and MTV Live into a daily top ten countdown show, known as TRL (the original host is Carson Daly) and secures its place as the channel's unofficial flagship program. In the fall of 1999, the studio audience was instantly added to the show. In the spring of 2000, the countdown peaked. The program enjoys the success of playing ten pop, rock, R & amp; B, and hip hop, and features live interviews with artists and celebrities.
From 1998 to 2001, MTV also aired several other music video programs from his studio in Times Square and at locations at beach-themed locations every summer. These programs include Say What? Karaoke , a game event hosted by Dave Holmes that evolved from Say What? , the previous MTV program that plays the music videos on the screen. TRL Wannabes aired from 1999 to 2000 and featured a selection of music videos that just skipped the top ten TRL . VJ for the Day , hosted by Raymond Munns, continued this concept in early 2001. VJ for a Day is an extension of the annual event, Want to be a VJ , which aired every spring from 1998 to 2000 to select a new VJ to host a program on MTV.
MTV also aired the Hot Zone, hosted by Ananda Lewis, which featured pop music videos over a period of midday and was a casual alternative to TRL ; it then becomes MTV Hits . Other programs are Direct Effects , Return of Rock , MTV Jams , BeatSuite , MTV Soul , and the music video block hosted by VJ is simply called Music Television in the spirit of the channel's original purpose.
During the terrorist attacks of September 11, 2001 at the World Trade Center and The Pentagon, MTV suspended all its programs, along with his brother VH1 cable channel, and began a simulcasting broadcast from CBS News (CBS news division), acquired by MTV mother Viacom two years earlier) until about 11:00 Ã, pm. ET that night. The channel then played a set of music videos without commercial interruption until the special edition of MTV News TRL aired on September 14, 2001.
In 2002, Carson Daly left MTV and Milestones and specials (1999-2011)
Around 1999 to 2001, when MTV broadcasted less music videos throughout the day, it regularly aired a special compilation from history 20 years ago to look back at its roots. An all-encompassing special, MTV Uncensored , aired in 1999 and later released as a book.
MTV celebrated its 20th anniversary on August 1, 2001, beginning with a 12-hour retrospective called MTV20: Buggles to Bizkit featuring over 100 classical videos played chronologically, hosted by various VJs reproduction of old studio MTV. The programming day culminated in a live three-hour celebration called MTV20: Live and Almost Legal, hosted by Carson Daly and featured many guests from MTV history, including the original VJ from 1981. Related specialties > MTV20 otherwise served in the months around the event.
Janet Jackson pioneered the "mtvICON" award, "an annual recognition of artists who have made significant contributions to music, music videos, and pop culture, while greatly influencing the MTV generation." Subsequent recipients include Aerosmith, Metallica and The Cure.
Five years later, on August 1, 2006, MTV celebrates its 25th anniversary. On their website, MTV.com, visitors can watch MTV's first hour, including displaying promos and original ads from Mountain Dew, Atari, chewing gum, and Jovan. The videos are also featured from The Buggles, Pat Benatar, Rod Stewart, and others. The introduction of the first five VJs is also shown. In addition, MTV.com collects the "yearbook" which consists of the greatest videos every year from 1981 to 2006. MTV itself only mentions anniversary once at TRL .
Although MTV reached its 30th year of broadcasting in 2011, the channel itself passes this milestone in favor of the current programming schedule. The channel even showed 30th anniversary celebrations on its MTV2 and VH1 Classic brothers network. Nathaniel Brown, senior vice president of communications for MTV, confirmed that there are no plans for an on-air MTV celebration similar to the channel's 20th anniversary. Brown explained, "MTV as a brand does not age with our viewers.We really focus on our current audience, and our feeling is that our birthdays are not something that will matter to them, many of them not even living in 1981. "
Decrease in music video (1995-2008)
From 1995 to 2000, MTV played 36.5% less music video. MTV President Van Toeffler explains: "Obviously, the novelty of just showing the music video has faded, it requires us to rediscover ourselves to contemporary audiences." Despite targeted attempts to play certain types of music videos in limited rotation, MTV greatly reduced the overall rotation of music videos in the mid-2000s. While music videos were shown on MTV for up to eight hours per day in 2000, 2008 averages only three hours of music videos per day on MTV. The rise of social media and websites such as YouTube as a convenient outlet for promotions and watching music videos signaled this reduction.
As the decade progresses, MTV continues to play some music videos instead of moving them exclusively to the channels of his brother, but around this time, the channel starts airing music videos only during the morning hours or in solid form at Total Request Direct . As a result of this programming change, Justin Timberlake begged MTV to "play a worse video!" while giving an acceptance speech at the Video Music Awards 2007 .
Despite the challenges of Timberlake, MTV continued to lower total rotation time for music videos in 2007, and the channel eliminated custom tags for music videos like "Buzzworthy" (for underrepresented artists), "Breakthroughs" (for stunning visual video), and "Spankin 'New" (for new videos). In addition, the historic letter letters Cable, shown on MTV at the beginning and end of all music videos since 1981, has been removed for greater text and less information about video record labels and directors. Classic fonts can still be seen in the "prechyroned" version of the old video on MTV Classic's brother network, whose title information is recorded to the same band as the video itself.
FNMTV and AMTV (2008-present)
Before the end of 2008, the main source of MTV music videos was Total Request Live , aired four times per week, featuring short music video clips along with VJs and guests. MTV was experimenting at the time with new ideas for music programs to replace the goal of TRL but with a new format.
In mid 2008, MTV launched a new block of music video programs called FNMTV and a weekly special event called FNMTV Premieres , hosted from Los Angeles by Pete Wentz of the Fall Out band Boy, designed to deliver new music videos and get viewers to provide instant feedback.
The FNMTV Premieres event ends before the Video Music Awards 2008 in September. With the exception of a holiday-themed episode of December 2008 and special no Spring Break in March 2009 with the same title, FNMTV Premieres never returned to the regular program schedule channel, leaving MTV without a music video program hosted by VJ for the first time in its history.
The music video programming was returned to MTV in March 2009 as AMTV , the block of early morning music videos originally aired from 3 Ã, to 9 was almost everyday work. It was renamed to Music Feed in 2013 with a reduced schedule. Unlike the FNMTV block that preceded it, Music Feeds featured many full music videos, including some old videos that have been out of regular rotation for years on MTV. It also features updates on music news, interviews, and performances. Music Feeds is the only current program on the main MTV channel dedicated to music videos.
For the rest of the day, MTV also plays excerpts from music videos in a separate screen format during the closing credits of most programs, along with website addresses to encourage viewers to watch complete online videos. MTV has positioned its website, MTV.com, as its primary destination for music videos.
Latest music program (2009-present)
MTV again revived the long-running MTV Unplugged series in 2009 with the appearance of acts like Adele and Paramore. However, unlike the former Unplugged , this new recording is usually only shown in full on the MTV site MTV.com. However, special short clips are shown on MTV during the AMTV music video block in the morning. On June 12, 2011, MTV aired the traditional television premiere of the new MTV Unplugged installment instead of the web debut. The featured artist is rapper Lil Wayne and the show debuts on MTV and MTV2. This channel was followed up with the premiere of a similar MTV Unplugged TV show with Florence and Machine on April 8, 2012.
MTV launched 10 on the Top in May 2010, a weekly program that aired on Saturday and hosted by Lenay Dunn, who counted down the top 10 hot topics and talked about this week's topic (mostly focused on entertainment). Dunn also appeared in the segment between all-day MTV events as a recognizable personality and the face of the channel in the absence of a traditional VJ apart from its MTV News correspondent.
Animated series Beavis and Butt-head returned to MTV in October 2011, with a new episode. Like the original versions of the series that ran from 1993 to 1997, Modern days Beavis and Butt-head feature segments in which the main characters watch and criticize the music videos.
Sometime in 2012, MTV debuted Clubland , which previously existed as an hour of EDM video during the AMTV video block . This event has no host, but most editorial content is driven online by Tumblr events and other social media outlets like Facebook and Twitter.
MTV launched a new talk show based on hip hop music on April 12, 2012, called Hip Hop POV , hosted by Amanda Seales, Mrs. Thiam, Charlamagne, Devi Dev, and Sowmya Krishnamurthy. The show features host comments on headlines in hip hop culture, giving opinions on new music, giving people access to great events, and including artist interviews. Hip Hip POV takes several episodes before continuing on hiatus. This event should be back in Fall 2012, but moved to MTV2 instead, where it renamed and merged with Sucker Free Countdown . The new show debuted as The Week in Jams on October 28, 2012.
Posting- TRL live show (2009-present)
MTV launched a live talk show, It's On with Alexa Chung, on June 15, 2009. The host, Alexa Chung, is portrayed as a "younger, more Web 2.0" version of Jimmy Fallon. Although it was filmed in the same Times Square studio where TRL was used for broadcast, the network declared that "the only similarity of the two shows is the location of the studio." It's On was canceled in December of the same year, which again eliminated the only live studio program of the MTV schedule, just one year after TRL was also canceled.
Shortly after Michael Jackson died on June 25, 2009, the channel broadcasted hours of Jackson music videos, accompanied by live news specials featuring reactions from MTV characters and other celebrities. The temporary shift in the MTV program peaked the following week with live coverage of Jackson's warning service channel. MTV aired live broadcasts for the same hour with music videos and news updates after Whitney Houston's death on February 11, 2012, and the death of Adam Yauch of Beastie Boys on May 4, 2012.
This channel tried its hand again on live broadcast with a half-hour program premiere called The Seven in September 2010. The program counts down seven entertainment-related stories that appeal to viewers (and includes some segment interviews between them) , after airing weekday on 5 Ã, pm with weekend wrapping at 10 am ET. Shortly after its debut, the show was slightly retooled when dropping co-host Julie Alexandria but continued to fellow host Kevin Manno; Saturday's recap performances are also eliminated. The Seven was canceled on June 13, 2011. Manno's sole assignment on MTV post- Seven was conducting an interview with a band only aired on MTV.com. Manno no longer works with MTV and has since emerged as an occasional correspondent on the NBC series produced by LXTV 1st Look .
Currently, MTV is broadcasting a sporadic live event called MTV First . The short program, produced by MTV News, debuted in early 2011 and continues to air specially once every few weeks on every given workday. Usually, it usually starts at 7:53 pm. ET, led by one MTV News correspondent who will conduct live interviews with artists or leading actors who have come to MTV for the premiere of a music video or movie trailer. MTV starts the next scheduled program at 8:00, while interviews and fan chats continue on MTV.com for another 30 to 60 minutes. Since its debut in 2011, MTV First has featured high profile actions such as Lady Gaga, Katy Perry, Usher and Justin Bieber. In the absence of daily broadcast programs like TRL , It's in Alexa Chung and The Seven to facilitate that segment, the channel now uses MTV First as the latest approach to present the first music video and bring viewers from its main TV channel to its website for real-time interaction with artists and celebrities.
On April 21, 2016, MTV announced that a new episode of Unplugged will begin running, as well as a new weekly performance series called Wonderland . On the same day, immediately after Prince's death, MTV interrupted his usual program to air Prince's music video. By 2017, the network shifts the focus from script to reality while retaining the idea from 2016 to include more music. In July 2017, it was announced that TRL will return to the network on October 2, 2017.
Maps MTV
Other programs
When MTV is expanded, music videos are no longer the center of the programming. Conventional television shows came to replace VJ-guided music video programming. Today, MTV presents a variety of non-music television shows aimed primarily at demographics of 12 to 18 years.
Evolution of the first format (1985-1991)
In 1985, Viacom bought Warner-Amex Satellite Entertainment, which owns MTV and Nickelodeon, renamed MTV Networks and started this expansion. Prior to 1987, MTV performed almost exclusively the music video, but as time passed, they introduced numerous other shows, including some originally intended for other channels.
Non-music video programming began in the late 1980s, with the introduction of the Weekly Rock music news show, which was also the start of MTV News's MTV News division. Around this time, MTV also introduced a fashion show, House of Style ; a dance show, Club MTV ; and gaming performances, Remote Control . Such programs do not feature music videos, but most are still based on the music world.
Following the success of the MTV Video Music Awards , in an effort to evolve from music into broader films and pop culture, MTV started the MTV Movie Awards in 1992, which continues today. MTV also made an awards show for Europe after the success of the Video Music Awards . The MTV Europe Music Awards , or EMA, was created in 1994, ten years after the VMA debut.
These new events will be the beginning of the new genre of the show to make an impact on MTV. As the network format continues to grow, more and more genres of events begin to emerge. In the early 1990s, MTV debuted with its first reality show, The Real World and Road Rules .
Reality program (1992-present)
During the second half of the 1990s and early 2000s, MTV placed a stronger focus on reality shows and related series, building on the success of The Real World and Road Rules . The first round of the show appeared in the mid-1990s, with game events such as Singled Out , reality-based comedy shows such as Buzzkill , and late-night talk shows like < i> The Jon Stewart Show and Loveline .
The next round of the show came around the end of the 1990s, as MTV shifted its focus to prank/comedy shows such as The Tom Green Show and Jackass, and the game showed like > The Challenge (aka Real World Challenges/Road Rules ), Game Blame , webRIOT , and Say What? Karaoke . A year later, in 2000, MTV's Fear became one of the first reality-based reality shows and the first reality show in which the contestants filmed themselves.
MTV continued experimenting with late night talk shows in the early 2000s with relatively short-lived programs such as Kathy Reality called Kathy , starring Kathy Griffin; and The New Tom Green Show .
Some reality shows on the network also follow the musicians' lives. The Osbournes, a reality show based on the daily life of frontman Black Sabbath Ozzy Osbourne, his wife Sharon, and their two children, Jack and Kelly, aired on MTV in 2002. The show continued to become one of the network the largest ever successful and also recognized for the profanity of members of the Osbourne family, censored by MTV for broadcast. It also started his musical career for Kelly Osbourne, while Sharon Osbourne went on to hold his own self-titled talk show on US television. Production ends at The Osbournes in November 2004. In the fall of 2004, the Ozzy Osbourne reality show Battle for Ozzfest aired; The event demonstrated the competition between bands that compete to play as part of Ozzfest, annual heavy metal music tour across the United States hosted by Osbourne.
In 2003, MTV added Punk'd , a project by Ashton Kutcher to play pranks on various celebrities, and Pimp My Ride , an event about adding aesthetic and functional modifications to cars and other vehicles. Other performances are Newlyweds: Nick and Jessica , a reality series that follows the lives of pop singers Jessica Simpson and Nick Lachey, the musical celebrity couple. It started in 2003 and lasted for four seasons, ending in early 2005; the couple then divorced. The success of Newlyweds was followed in June 2004 by The Ashlee Simpson Show, which documented the start of Ashlee Simpson's music career, Jessica Simpson's sister.
In 2005 and 2006, MTV continued its focus on reality shows, with debut shows such as 8th & amp; Ocean , Laguna Beach: The Real Orange County , Next , The Hills , Two-A-Days , My Super Sweet 16 , Parental Control , and Viva La Bam , showing Bam Margera.
In 2007, MTV aired the reality show A Shot at Love with Tila Tequila , recorded a MySpace journey, Tila Tequila, to find a companion. Her bisexuality is played in the series - both male and female contestants compete for love - and become the subject of criticism. It was the # 2 show aired on MTV at the time, behind The Hills. A spin-off series from A Shot at Love , titled That AmorÃÆ'Â ©! , following a similar pursuit of a contestant Domenico Nesci's A Shot at Love .
MTV also welcomed Paris Hilton to its ranks in October 2008, with the launch of its new reality series, Paris Hilton My New BFF . In 2009, MTV broadcasted Snoop Dogg's second program with the channel, Dogg After Dark , and the College Life show, based at the University of Wisconsin-Madison.
At the end of 2009, MTV shifted its focus back to Real World -style reality programming with the premiere of Jersey Shore , a program that brought high ratings to the channel and also caused controversy. because of some of its content.
Reacting to what is considered too much superficial content on the network, the 2009 New York Times article also expressed MTV's intention to shift its focus to a more social-conscious media, whose article labeled "MTV for the Obama era." Events in the veins include IT Road to Redemption and Fonzworth Bentley's completed the school show From G's to Gents .
The channel also aired a new show around this time titled 16 and Pregnant , documenting the lives of teenagers expecting babies. It has a follow-up event after the first season titled Teen Mom , which follows some teenagers through the first stage with their newborn baby.
MTV finds further success with The Buried Life , a program of four friends traveling across the country to check the "100 things to do before I die" list and help others along the way. Another new reality program is MTV Hired , which follows the job interview process; candidates meet with career coach Ryan Kahn from the University of Dreams and at the end of each episode one candidate landed their dream job.
In 2011, MTV aired the amateur clip video clip Ridiculously , in the tone Tosh.0 on the Comedy Central sister network. In 2012, Punk'd returns with a new host door per episode. Meanwhile, spin-offs from Jersey Shore like The Pauly D Project and Snooki & amp; JWoww produced. MTV announced plans to enter into
Source of the article : Wikipedia
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