ICT role in 21st century education and it's challenges.
MTV
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3. When MTV first started in 1981 and the few years
following, very few black artistes had their music video
shown on this channel. One notable exception was
when MTV rejected Rick James’s ”super freak”, claiming
it just did not fit in with the genres they were showing at
the time.
Even David Bowie questioned the lack of black artistes on the channel in an
interview. Before 1983, the king of pop, Michael Jackson struggled to receive
airtime on MTV. After CBS Records’ president took away MTV’s ability to play any
of the record labels music videos, MJ’s “Billie Jean” was regularly shown
throughout 1983, forming a partnership between MJ and MTV; helping out other
black artistes get their videos out there. It is now believed that Billie Jean broke
the Colour barrier.
4. The original purpose of MTV was to be a music video
channel that played music video’s 24/7, guided by an on
air person known as a video jockey (VJ). This whole idea
was scrapped by the 00’s but they still MTV promoted
eight hours a day of music video playback on its TV
channel. This roster includes 4 channels that broadcast
“23 hours of music videos per day.”
However by 2008 an average of just three hours of music videos per day were
shown on the channel. MTV blamed this on the rise of internet and the
convenience of viewing music videos that the individual wants to see. Justin
Timberlake in the previous year had said ’play more damn videos’.
5. In the late 1990s and early 2000s, MTV placed priority
towards reality TV shows such Punk’d and Pimp my ride.
This has become more apparent in recent years since
the proliferation of technology and the rise of the
internet at web 2.0.
6. MTV unplugged is a live performance hosted by MTV of a
popular artiste. This has been running for over two
decades now; the first unplugged session that has gained
recognition is Nirvana’s New York Unplugged. Within the
few years, MTV on this have been a bit quite in terms of
this unplugged series, but recently they have brought out
two very popular albums of two well acclaimed artistes;
George Michael and Shawn Mendes.
7. 10 yrs on: MTV HISTORY TIMELINE SUMMARY
From 1991-1997
From 1997-1999
In this period, alternative music hit MTV’s channels. This
was where band such as Nirvana displayed their music
videos such as their famous “Smells like teen spirit”.
In these few years, electronic and pop music
proliferated and hit the MTV scene with artistes such as
Fat Boy Slim. These videos where big hits for the
channel and Fat boy slims “Weapon of choice” is still
played today; even making an appearance in the film
”Night at the museum”. During this period pop groups
like the spice girls arose.
8. MTV HISTORY TIMELINE SUMMARY
From 1997-2004
From 1998-2008
After the rock genre being on the backburners for a
couple years with new genres emerging. It crept back
onto MTV with bands like Blink 182 and “all the small
things” that then mocked pop culture.
During this decade, music was no longer MTV’s top
priority; they decided to diversify themselves into reality
TV.
9. MTV HISTORY TIMELINE SUMMARY
From 2009-present In recent years MTV is gaining traction again with
some audiences due to the continuation of reality
TV shows. Moreover, they have been releasing
‘Unplugged albums’ in which artists played acoustic
versions of their songs beginning in1989; this seems
to be popular with contemporary audiences as well.
10. MTV FIGHTING STREAMING AND THE INTERNET
Illegal downloading of music through internet has
become a major issue with 93% of songs being
illegally pirated.
Music producers and consumers debated copyright and
usage issues. The Rise of sites like YouTube & Vimeo
have affected the viewership of MTV.
The internet has drawn audiences away from television
screens. The proliferation of smartphones has enabled
consumers to access a wide-range of information; which
is quicker and easier to do than by using MTV.
11. CONCLUSION
MTV’s demise has been predicted a lot of times but so
far it has proved to be a strong player amongst the
music channels and a refection of youthful energy. It has
always strived to come up with new and exciting shows
and has been always more than just a music channel
that it originally set out be. It’s survival can be attributed
to the brands diveristy.
