The PurposeMTV was created to showcase music videos featuring primarily new wave artists just coming out as well as the older established rock acts, which the network did initially, allowing audiences have the opportunity to commune with their music heroes in a different way then ever before,
DebutAlthough the debut of the music channel was on the 1st August 1981, the arrangement of MTV went dates further back.• In the 70’s creator of MTV, Robert W. Pittman (who later became president and chief of MTV networks) had tested the music format by hosting and producing a show on WNBC.
• Pittman then later changed his idea with a little persuasion from the head department of WNBC, John Lack had help to promote a TV series called PopClips, this then over the years lead to the creation of MTV
The Launch of MTVOn August 1st 1981 at 12:01am MTV was launched, from its base in New York. MTV started with the legendary opening, “ladies and gentleman, Rock and roll”, followed by the network’s powerful chord fuelled guitar riff theme tune that would soon become familiar. This was then continued with the playing of the first music video, to appear on the channel “Video killed the radio star-The Buggles”. On the first day of MTV they managed to play 87 music videos.
The launchfootage The Opening The first idea for MTV was to use the famous words “one small step” Neil Armstrong, however due to Armstrongs refusal, MTV’s idea was scrapped, however they managed to use the Apollo 11 landing clip because of it being public footage. The MTV opening sequence was a montage of the Apollo 11 moon landing, with the MTV logo changing, colour, font and textures.
VJ’s• VJ’s is the abbreviation of video jockey’s, this term is taken from DJ’s (disc Jockey’s). As MTV believed that the host would play music videos not records, which brought the term VJ’s.• MTV had taken the idea of VJ’s from the radio show top 40. This lead to them hiring five men and women to host MTV and to introduce the video that was being played.
o MTV original five VJ’s were Nina Blackwood, Mark Goodman, Alan Hunter, J.J Jackson and Martha Quinn oAll the original VJ’s became famous through their own radio show or hosting TV shows. All thought J.J. Jackson who died from a heart attack in 2004, are now hosting on a radio show on ‘Sirus Xm radio’ called 80’s on 8.
• The Vj’s didn’t have much air time due to the music videos taking up the bulk of MTV.• As MTV became popular and recognisable the record companied saw a promotion opportunity, from then on they started putting in their logo into music videos. This added a system to which the gained publicity.• This could have triggered the large amount of Product placement, by advertising the latest item/product in music videos so that the companies can get funding to create the music videos.
• One example of this is in the Lady Gaga ft Beyonce-Telephone, which contains a vast amount of product placement for the product listed below: Heartbeats Earphones Virgin Mobile Diet Coke HP Envy beats Laptop PlentyofFish dating site Polaroid Wonderbread Miracle whip Chevrolet
Breaking the colour barrierIn the first few years MTV was on the air there were very few black artists shown on the channel. The first non-white act to play on MTV were ‘the specials’ a white and black integrated band of musicians and vocalists. Apart from the specials many other black artist’s videos were rejected by MTV as they did not fit the strict Rock format of the channel at the time.
Before 1983 Michael Jackson also struggled to get shown on the channel. To break this colour barrier the president of CBS Records, at the time Walter Yetnikoff, spoke out against MTV and threatened to take away MTV’s rights to play any record from the CBS label. After this Michael Jacksons ‘Billie Jean’ began to play regularly on the channel amongst other black artists.
Some Major 80’s MTV Supported Artists:• Pat Benatar• Michael Jackson• Prince• The Cars• The Police• Duran Duran• Def Leppard• Madonna• Cyndi Lauper• Van Halen• Bon Jovi
MTV Programs of the 80’s:• 120 Minutes• Club MTV• Headbangers Ball• MTV Unplugged• Yo! MTV Raps• Remote Control• Video Music Awards
In Septe,ber of 1984, the first “MTV video music awards” aired, stating an annual tradition that continues to this day.In the winter of 1987, MTV aired the first showing of it’s game shoe, entitled “Remote control”In the summer of ’88, the show MTV “YO!MTV Raps!” aired.
Since then more and more music channels have appeared which allows us to watch music videos 24 hours of the day. MTV has a lot of different channels under its name including some which are not music channels. The different music channels are used to appeal to different demographics. The 5 Main MTV channels have their own individual characters which relate to the genre of music played on the channel.
MTV Hits shows chart hits and very few MTV shows. Thechannels character is a girl who looks very mainstream and up with timesremembering the current and up to date music hits. MTV Base focuses mostly on RnB, Hip-Hop, Reggae, Souland Urban music and this is why the character is black, with a piercing andbaggy clothing as this is the stereo type of RnB, Hip-Hop, Reggae, Souland Urban artists. MTV is a general music and entertainment channel and asthis was the first of the channels the character used to symbolise this iswearing a crown so that it shows that this was the first channel and is the“king”.
MTV Dance is a 24 hour dance music channeland this is why the channels cartoon character is wearinghead phones and is in dance clothing. MTV Rocks (formally known as MTV Two) is focused on alternative and rock musicand this is why the channel character looks like astereotypical “Rocker” with long hair and black clothing. VH1 tries to target a more mature sophisticatedaudience of people between 25 and 44 year olds.
VH1 Classics (now rebranded as MTV Classics) showsmusic videos and concert footage from the 60’s up to the 90’s andsometimes feature footage from eras as early as the 40’s. (a rebrand of TMF) when TMF was first launched it was described as being “ designed to replicate the rhythms of the whole family, playing the best popvideos with the biggest pop stars to become the sound track to theBritish family life." VIVA still uses this concept but films andprograms for the sister channels are also shown. MTV R is purely an entertainment channel showingreality television programs all day.
Mtv Also own the following channels: • MTV +1 • MTV HD • Comedy Central • Comedy Central +1 • Comedy Central Extra • Comedy Central Extra +1 • Nickelodeon • Nick Replay • Nick Jr. • Nick Jr. 2 • Nicktoons • Nicktoons Replay