MTV- 'Music Television'

MTV was first launched in 1981, over tewnty years ago. The company adopted a narrowcasting approach as it saw a niche market in white, middle-class youth in America. Alot of MTV's output was adult orientated rock and was male orientated. Major changes came to the channel when it was brought by Viacom; viacom broadened its appeal and market by adding programmes like 'Yo!', 'MTV Rap' and 120 minute indie show. Once owned by Viacom the channel branched out into 9 MTV sub channels, making it the main tv brand associated with music videos.
Although when MTV was first launched there wasn't many music videos it still had huge impact. It contributed to the new romantics movement, involving men in make-up and such items as frilly shirts and dangly earrings.
MTV can be considered as an example of postmodernism. The channel constantly shows fragmented images. They flow, blurring boundries between videos and television adverts. With more and more celebrities endorsing commercial products these boundries are continually broken down. The structure of adverts is becoming more and more 'pop' influenced with an often upbeat soundtrack and high fashion they are very similar the the work of music artists. Some may argue that the entire material promotes consumerism and a shallow out look on life.
Another hugely successful collection of music channels is EMAP. EMAP owns several major music channels and it is obvious that they have taken influence from their predecessor. The continuous streaming of videos and little use of presentors means more profit and less outgoings. Companies like MTV work to gain sponsorship now fro individual programmes in order to pay for them.

Theorist- Niami Klein

• MTV's global reach means that its ideology and values reach the world and spread western culture.
• It is a marketting machine that just acts to promote products constantly.
• It can be argued that is manipulates the teen audience?