Jubenhimer
Member
MTV, one of the most iconic (For both better and worse) networks in all of television, was built on a unique premise. Take the concept of a radio, and adapt it to the medium of television, creating a channel that played non-stop music videos 24/7. MTV's Target audience was viewers aged 12 to 34, an undeserved audience on television, especially in the 80s, where most shows targeted either older adults or younger children. MTV stuck to its Music Video-only format for most of the 80s, and had a lot of success doing so. Eventually expanding on the formula by doing interviews and themed countdowns with the artists they featured. It was the YouTube, iTunes, AND Spotify of its time.
But after a while, the novelty of an all music-video channel began to wear off. Utilizing an already large viewer base and cable carriage, MTV diversified its programming a bit starting in the 90s, to offer general music themed shows, and non-music related series, in addition to regular Music Video blocks that would appeal to its young 12-34 year old target demo. The 90s was where some of MTV's most recognizable, and arguably best non-music shows arrived. Bevis & Butt-head, AEon Flux, Liquid Television, The Real World, Daria, Celebrity Deathmatch among others, on top of traditional music videos.
The 90s was a weird period because, even though MTV was deviating from its original Visual Radio concept, many of the channel's most well known series came out of this era. MTV evolved from its All-Music Video format, becoming more of a Nickelodeon for Teens with a Music slant, and did a rather successful job at it. Of course, this would accelerate by the time of the new millennium. Music Videos, which once still made up the bulk of the network's programming, began being banished to overnight and early morning hours, or on TRL. More non-music programming began coming in, all focused on Reality Television such as Jackass, Punk'd, Pimp My Ride, My Super Sweet 16, and MADE. By the next decade, MTV dropped its official subtitle, "Music Television", in favor of just "MTV", seeing as it wasn't much of a music channel anymore, that by-line no longer had any meaning.
So, It's clear that even when MTV began pulling back on Music Videos, they still recievied popularity and acclaim for its non-music programming. I think the thing that frustrates people about MTV is not that they don't air music anymore (like it or not, this was inevitable), but the fact that they haven't replaced it with anything good. MTV has shown they're more than capable of producing decent shows, great shows even. But most of the time, they choose not to, and that's the sad part. So long as the Assholes on Jersey Shore and Catfish get views, they don't need to put effort into their original series. I know most of their audience was Teenagers and College Kids, but that doesn't they should just eat up whatever garbage you throw at them. So to answer the question. IMO, At the time, Music Videos needed MTV, it was the only network available to get them to a desirable mainstream audience. But MTV, especially in later years, didn't need music videos. Other, better formats began popping up, and MTV was smart enough to realize that 24/7 videos wouldn't be a viable long-term format. So they branched out as early as they could to ensure the channel had a long-term future once the internet became a thing.
That said, I think if they kept the format they had in the 90s for the 2000s, keep a predominantly music focus, but also show some cartoons and quality other stuff for prime-time, then they probably wouldn't have the infamous "Vapid Reality Show Network" reputation they have now.
But after a while, the novelty of an all music-video channel began to wear off. Utilizing an already large viewer base and cable carriage, MTV diversified its programming a bit starting in the 90s, to offer general music themed shows, and non-music related series, in addition to regular Music Video blocks that would appeal to its young 12-34 year old target demo. The 90s was where some of MTV's most recognizable, and arguably best non-music shows arrived. Bevis & Butt-head, AEon Flux, Liquid Television, The Real World, Daria, Celebrity Deathmatch among others, on top of traditional music videos.
The 90s was a weird period because, even though MTV was deviating from its original Visual Radio concept, many of the channel's most well known series came out of this era. MTV evolved from its All-Music Video format, becoming more of a Nickelodeon for Teens with a Music slant, and did a rather successful job at it. Of course, this would accelerate by the time of the new millennium. Music Videos, which once still made up the bulk of the network's programming, began being banished to overnight and early morning hours, or on TRL. More non-music programming began coming in, all focused on Reality Television such as Jackass, Punk'd, Pimp My Ride, My Super Sweet 16, and MADE. By the next decade, MTV dropped its official subtitle, "Music Television", in favor of just "MTV", seeing as it wasn't much of a music channel anymore, that by-line no longer had any meaning.
So, It's clear that even when MTV began pulling back on Music Videos, they still recievied popularity and acclaim for its non-music programming. I think the thing that frustrates people about MTV is not that they don't air music anymore (like it or not, this was inevitable), but the fact that they haven't replaced it with anything good. MTV has shown they're more than capable of producing decent shows, great shows even. But most of the time, they choose not to, and that's the sad part. So long as the Assholes on Jersey Shore and Catfish get views, they don't need to put effort into their original series. I know most of their audience was Teenagers and College Kids, but that doesn't they should just eat up whatever garbage you throw at them. So to answer the question. IMO, At the time, Music Videos needed MTV, it was the only network available to get them to a desirable mainstream audience. But MTV, especially in later years, didn't need music videos. Other, better formats began popping up, and MTV was smart enough to realize that 24/7 videos wouldn't be a viable long-term format. So they branched out as early as they could to ensure the channel had a long-term future once the internet became a thing.
That said, I think if they kept the format they had in the 90s for the 2000s, keep a predominantly music focus, but also show some cartoons and quality other stuff for prime-time, then they probably wouldn't have the infamous "Vapid Reality Show Network" reputation they have now.
