Music Television (MTV) started broadcasting in 1981 and went on to change the music industry around the world. By the second year of broadcasting, “I want my MTV!” became the advertising campaign slogan. This simple advertising hook articulated the channel’s goal of a larger broadcast area but put it in the mouth of the intended viewer—a young rock and roll fan. People who did not have access to MTV but heard about it from friends or the media called their cable provider saying “I want my MTV.” Well-known rock artists like Billy Idol, Madonna, Stevie Nicks, and Mick Jagger appeared in commercials saying “I want my MTV.” By 1985, the media conglomerate Viacom had bought the parent company of MTV and the programming moved away from 24/7 music videos to music pop culture news shows, and by the 1990s, reality shows like The Real World , 16 and Pregnant , Jersey Shore , and adult-themed animated shows like Beavis and Butt-head dominated the programming. Although the channel is still called MTV, it rarely shows music videos. The original sense of rebellion that MTV capitalized on had disappeared. The shared experience of being in the know, having seen the latest music video also disappeared. Each summer, the United Kingdom shares a musical experience called the Proms. Started in 1895, the Proms (short for promenade concert) is a series of concerts that takes place across the U.K. and is broadcast on the taxpayer-supported BBC network. The Proms has become one of the largest shared experiences in the U.K., bringing the nation together over music. Sharing a musical experience can bring a community together, but first the community needs access .

1. Music Television (MTV) started broadcasting in 1981 and went
on to change the music industry around the world. By the
second year of broadcasting, “I want my MTV!” became the
advertising campaign slogan.
This simple advertising hook articulated the channel’s goal of a
larger broadcast area but put it in the mouth of the intended
viewer—a young rock and roll fan. People who did not have
access to MTV but heard about it from friends or the media
called their cable provider saying “I want my MTV.” Well-
known rock artists like Billy Idol, Madonna, Stevie Nicks, and
Mick Jagger appeared in commercials saying “I want my MTV.”
By 1985, the media conglomerate Viacom had bought the parent
company of MTV and the programming moved away from 24/7
music videos to music pop culture news shows, and by the
1990s, reality shows like
The Real World
,
16 and Pregnant
,
Jersey Shore
, and adult-themed animated shows like
Beavis and Butt-head
dominated the programming. Although the channel is still
called MTV, it rarely shows music videos. The original sense of
rebellion that MTV capitalized on had disappeared. The shared
experience of being in the know, having seen the latest music
video also disappeared.
Each summer, the United Kingdom shares a musical experience
called the Proms. Started in 1895, the Proms (short for
promenade concert) is a series of concerts that takes place
across the U.K. and is broadcast on the taxpayer-supported BBC
network. The Proms has become one of the largest shared
experiences in the U.K., bringing the nation together over
music. Sharing a musical experience can bring a community
together, but first the community needs access