MTV- Company case study
MTV- Company case study
History
MTV is a New York based American cable television channel.
Launched on August 1st 1981 by John Lack.
He envisioned MTV as a visual radio station.
Currently, MTV reaches over 300 million households world
wide.
It gave advertisers space to reach 12-34 year olds
audiences.
The success
Sale of MTV to Viacom international inc. in 1985 changed from
its status as a perceived fad to that of the cultural
institution.
MTV as a distributer of cultural fare not only focused on rock
and roll music but to entertain audience with something more than a
constant stream of videos.
Pop culture game show aired for three seasons beginning in
1987.
MTV unplugged in which artists played acoustic version of their
songs beginning in 1989.
MTV is associated with forces of freedom and democracy around
the world.
Controversy
channel earlier didnt show videos of the urban contemporary and
R&B music artists which prevented the company from producing
the promotional vehicles.
There are certain videos which were censored to eliminate drugs,
sex, violence, racism etc.
In 2005 the parent television council released a report called
MTV smut peddlers targeting kids with sex, drugs and alcohol.
British television series skins in 2011 was a controversial
show.
MTV promoted controversial subjects on television.
Downfalls
illegal downloading of music through the internet.
Music producers and consumers debated copyright and usage
issues.
Rise of sites like YouTube affected viewership of MTV.
Internet began to raw audiences away from television
screens.
Controversial shows on MTV was a reason of its criticism and its
rating suffered.
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