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.............................. MTV Music Television
Logo and Trademark..............................
MTV (Music Television) is an American cable television network based in New York City. Launched on August 1, 1981, the original purpose of the channel was to show music videos. Today, MTV broadcasts a variety of pop culture, youth culture, and reality television shows aimed at adolescents and young adults. Since its premiere, MTV has revolutionized the music industry. Slogans such as "I want my MTV" became embedded in public thought, the concept of the VJ (video jockey) was popularized, the idea of a dedicated video-based outlet for music was introduced, and both artists and fans found a central location for music events, news, and promotion. MTV has also been referenced countless times by musicians, other TV channels and shows, films and books.
MTV has spawned a handful of sister channels in the U.S. and dozens of affiliated international channels around the world. MTV's moral influence on young people, including examples of censorship and social activism on the channel, has been the subject of debate for years. MTV's choice to focus on non-music programming has also been contested relentlessly, demonstrating the channel's continued impact on popular culture.
By the second half of the 1990s, MTV's programming consisted primarily of non-music shows. In 1997, MTV was being heavily criticized for not playing as many music videos as it had in the past. In response, MTV created four shows that centered around music videos: MTV Live, Total Request, Say What?, and 12 Angry Viewers. Also at this time, MTV introduced its new studios in Times Square.
A year later, in 1998, MTV merged Total Request and MTV Live into a live daily top ten countdown show, Total Request Live, which would become the channel's unofficial flagship program. In 1999, MTV shifted its focus to prank/comedic shows such as The Tom Green Show, Jackass, and Punk'd; and soap operas such as Undressed.
In the early 2000s, MTV put a stronger focus on reality shows, building on the success of The Real World and Road Rules in the 1990s. MTV continued to play music videos (albeit rarely) instead of exclusively relegating them to their genre channels; however, the music videos aired either in the early morning hours or in a condensed form on Total Request Live. This has led to much viewer criticism and suggestions that the channel quit calling itself Music Television. At the 2007 Video Music Awards, Justin Timberlake challenged MTV to "play more damn videos"
In July 2005, MTV drew heavy criticism for their coverage of Live 8. The network cut to commercials while bands were still performing, specifically rock acts Pink Floyd (during the guitar solo for "Comfortably Numb") and The Who. Criticism was also aimed at MTV and VH1 for focusing too much on ill-informed VJs and not enough on the music. In some instances, VJs referred to the event as "Live 8 2005" or even "Live Aid 8", demonstrating that they had little or no knowledge of the cause going into the event. Consequently, MTV and VH1 aired five hours of uninterrupted Live 8 coverage on July 9, with each channel airing different blocks of artists.
On August 1, 2006, MTV celebrated its 25th anniversary. On their web site, MTV.com, visitors could watch the very first hour of MTV, including airing the original promos and commercials from Mountain Dew, Atari, Chewels gum, and Jovan. Videos were also shown from The Buggles, Pat Benatar, Rod Stewart, and more. The introduction of the first five VJs was also shown.
Additionally, MTV.com put together a "yearbook" consisting of the greatest videos of each year from 1981-2006. Along with that, music.mtv.com offered a special online viewing of the top music video of each year since 1981. MTV itself only mentioned the anniversary once on TRL. The main highlight of the day on the channel was The Real World.
Beginning in August 2007, MTV brought viewers an "Artist Of The Week," which aired during their commercials and at the end of their shows. This feature has already included (in order) August 6-12: Team Facelift, August 13-19: Paramore, August 20-26: Rodrigo y Gabriela, August 27-September 2: Nelly Furtado, September 3-9: Mark Ronson, September 10-16: Aesop Rock, September 17-23: Minus the Bear, September 24-30: Foo Fighters, October 1-7: Chromeo, October 8-14: Rilo Kiley, October 15-21: Beastie Boys, October 22-28: Tegan and Sara, October 29-November 4: Common, November 5-11: Silversun Pickups, November 12-18: Alicia Keys, November 19-25 Kenna, November 26-December 2 M.I.A.
MTV has a long history of promoting social, political, and environmental activism in young people. In 1992, MTV started a pro-democracy campaign called Choose or Lose, to encourage up to 20 million people to register to vote, and hosted a town hall forum for Bill Clinton. In the 1990s and early 2000s, MTV promoted annual campaigns known as Fight For Your Rights, with the slogan "Speak Out/Stand Up Against Violence", to bring forth awareness on America's crime, drugs and violence issues.
On April 6, 2001, MTV voluntarily ceased regular programming for 24 hours as part of the year's hate crimes awareness campaign. On that night, MTV aired a made-for-TV movie Anatomy of a Hate Crime, based on a true story of the 1998 murder of 21-year old Matthew Shepard, a gay college student. After the film and a discussion, MTV went dark and showed names of hate crime victims.
MTV also aired a documentary covering a trip by the punk rock band Sum 41 to the Democratic Republic of Congo, documenting the conflict there. The group ended up being caught in the midst of an attack outside of the hotel and were subsequently flown out of the country.
In recent years, other politically diverse programs on MTV have included True Life, which documents people's lives and problems, and MTV News specials, which center on very current events in both the music industry and the world. One special show covered the 2004 U.S. Presidential election, airing programs focused on the issues and opinions of young people, including a program where viewers could ask questions of Senator John Kerry. MTV worked with P. Diddy's "Vote or Die" campaign, designed to encourage young people to vote.
MTV's most recent activism campaign is think MTV, which discusses current political issues such as same-sex marriage, U.S. elections, and war in other countries. The slogan of the program is "Reflect. Decide. Do." As part of think MTV, the channel also airs a series of pro-environmental ads called Break The Addiction, as a way of encouraging their viewers to find ways to use less fossil fuels and energy.
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