2. NewYork based Americancable television channeland a division ofViacom . Launched on August 1st1981 by John Lack. He envisioned MTV as avisual radio station Currently, MTV reachesover 300 millionhouseholds worldwide. 3. Original idea was to show music videos allday in stereo, in US. It gave advertisers to reach 12-34 year oldaudience for album-oriented rock. It launched in Europe in 1987 and went globalfor the first time. 4. Sale of MTV to viacom international Inc. in1985 changed from its status as a perceivedfad to that of a cultural institution. MTV as a distributor of cultural fare not onlyfocused on rock and roll music but toentertain audience with something morethan a constant stream of videos. MTV now changed the format of the channelto make resemble to that of a traditionaltelevision. 5. Pop culture game show aired for 3 seasonsbeginning in 1987. MTV unplugged in which artists playedacoustic version of their songs beginning in1989. MTV is associated with forces of freedom anddemocracy around the world. MTV Europedebuted in 1987 to dire straits chant of Iwant my MTV in their Money for nothingvideo. 6. Increase in the sales of tapes and records inregions carrying MTV cable signals in October1981. In 1982, Nielsen survey reported that 85% ofviewers watched the channel, averaging 4.6hours per week. DailyVariety in 1983 found that MTV viewers aremore influenced by the cable music channelsthan by radio, concerts and commercialTV. 7. By December 1983, the channel reached 22%of all American household or 18 millionhouseholds. Advertising revenues in MTVs first 18 monthscame to a total of $7 million. In 1983, at least 140 companies, selling 240products, advertised on the channel,generating revenues of $25 million 8. Channel earlier didnt show videos of theurban contemporary and R&B music artistswhich prevented the company fromproducing the promotional vehicles. There are certain videos which were censoredto eliminate drugs, sex violence, racism etcfrom them. 9. In 2005 the parent television council releaseda report called MTV smut peddlers targetingkids with sex, drugs, and alcohol. Britishtelevision series Skins In 2011 was a greatcontroversial show. MTV promoted controversial subjects ontelevision. 10. Illegal downloading of music throughinternet. Music producers and consumers debatedcopyright and usage issues. Rise of sites likeYouTube affected viewershipof MTV. 11. Internet began to draw audiences away fromtelevision screens. Controversial shows on MTV was a reason ofits criticism and its rating suffered. 12. Introduce shows that can be viewed alongwith family. MTV can also introduce music lessons for itsviewers. Introduce different genres of music which cancater to a wider audience. Start reality shows on hunt for musicians (notonly singers) who play various musicalinstruments. 13. Put restrictions on video streaming sites toshow their video content before a certaindate. Do away with shows which encourage verbaland physical abuse. 14. Though MTVs demise has been predicted alot of times but so far it has proved to be astrong player amongst the music channelsand a refection of youthful energy. It hasalways strived to come up with new andexciting shows and has been always morethan just a music channel.