MTV was launched in 1981 as a visual radio station, showing music videos and reaching over 300 million households worldwide. It was sold to Viacom in 1985 and became a cultural institution, entertaining audiences with music and pop culture shows. However, MTV faced controversies over censoring certain videos and promoting controversial subjects. It also struggled with downfalls like music piracy online and viewers shifting to sites like YouTube, which affected MTV's ratings and drew audiences away from television.

1. MTV- Company
case study

2. History
q MTV is a New York based American cable television channel.
q Launched on August 1st 1981 by John Lack.
q He envisioned MTV as a visual radio station.
q Currently, MTV reaches over 300 million households world wide.
q It gave advertisers space to reach 12-34 year olds audiences.

3. The success
q Sale of MTV to Viacom international inc. in 1985 changed from its status as a perceived fad to
that of the cultural institution.
q 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.
q Pop culture game show aired for three seasons beginning in 1987.
q MTV unplugged in which artists played acoustic version of their songs beginning in 1989.
qMTV is associated with forces of freedom and democracy around the world.
q

4. Controversy
q channel earlier didn’t show videos of the urban contemporary and R&B music artists which
prevented the company from producing the promotional vehicles.
qThere are certain videos which were censored to eliminate drugs, sex, violence, racism etc.
q 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.
q MTV promoted controversial subjects on television.

5. Downfalls
q illegal downloading of music through the internet.
q Music producers and consumers debated copyright and usage
issues.
q Rise of sites like YouTube affected viewership of MTV.
q Internet began to raw audiences away from television screens.
qControversial shows on MTV was a reason of its criticism and its
rating suffered.

6. Downfalls
q illegal downloading of music through the internet.
q Music producers and consumers debated copyright and usage
issues.
q Rise of sites like YouTube affected viewership of MTV.
q Internet began to raw audiences away from television screens.
qControversial shows on MTV was a reason of its criticism and its
rating suffered.