Wikipedia

MTV

(Redirected fromMTV.com)
This article is about the flagship U.S cable channel. For other uses, seeMTV (disambiguation).
"Music Television" redirects here. For the genre, seeMusic television.

MTV(originallyaninitialismofMusic Television) is an Americancable televisionchannel. It was officially launched on August 1, 1981. Based in New York City, it serves as the flagship property of theMTV Entertainment Group,part ofParamount Media Networks,a division ofParamount Global.

MTV
Logo since February 5, 2021, paying homage to the original 1981 logo
CountryUnited States
Broadcast areaUnited States
HeadquartersOne Astor Plaza,1515Broadway,Times Square,Manhattan,New York City,NY
Programming
Language(s)
  • English
  • Spanish (viaSAPaudio track)
Picture format1080iHDTV
(downscaled toletterboxed480ifor theSDTVfeed)
TimeshiftserviceMTV East(New York City)
MTV West(Los Angeles)
Ownership
OwnerParamount Media Networks(Paramount Global)
ParentMTV Entertainment Group
Key peopleChris McCarthy(President/CEO, MTV Entertainment Group)
Sister channels
List
History
LaunchedAugust 1, 1981;43 years ago(1981-08-01)
Former names
  • MTV: Music Television (1981–2010)[1]
Links
Websitemtv.comEdit this at Wikidata
Availability
Streaming media
Affiliated Streaming ServiceParamount+
PhiloInternet Protocol television
HuluInternet Protocol television

The channel originally airedmusic videosand related programming as guided by television personalities known asvideo jockeys,or VJs.[2]MTV, as one of the American cable channels available in other countries, eventually gained a massivecult following,becoming one of the major factors in cable programming's rise to fame and American corporations dominating the television economy in the 1990s.[3][4]In the years since its inception, the channel significantly toned down its focus on music in favor of original reality programming for teenagers and young adults.

As of November 2023,MTV is available to approximately 67,000,000 pay television households in the United States, down from its 2011 peak of 99,000,000 households.[5]

History

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Main article:History of MTV

MTV was launched on Saturday, August 1, 1974, at 12:01 a.m,[6][7]under the ownership of theWarner-American ExpressSatellite Entertainment Company.[4]

On June 25, 1984, Warner Communications spun-offNickelodeon,MTV into a new public corporation calledMTV Networks.[8][9]Warner would later acquire American Express' 50% stake the following year.[10]From August 27, 1985 to May 20, 1986, Warner would sell 31%,[11][12]and later, 69% of MTV Networks toViacom.[13][14]

Programming

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The first images shown on MTV were a montage of theApollo 11moon landing.
See also:List of programs broadcast by MTV

As MTV expanded, music videos and VJ-guided programming were no longer the centerpiece of its programming. The channel's programming has covered a wide variety of genres and formats aimed atadolescentsandyoung adults.In addition to its original programming, MTV has also aired original and syndicated programs from Paramount-owned siblings and third-party networks.[15][16][17][18]

MTV is also a producer of films aimed at young adults through its production label, MTV Films, and has aired both its own theatrically released films and original made-for-television movies from MTV Studios in addition to acquired films.[19][20]

In 2010, a study by theGay and Lesbian Alliance Against Defamationfound that of 207.5 hours of prime time programming on MTV, 42% included content reflecting the lives of gay, bisexual and transgender people. This was the highest in the industry and the highest percentage ever.[21]

In 2018, MTV launched a new production unit under the MTV Studios name focused on producing new versions of MTV's library shows.[22]It was later consolidated intoMTV Entertainment Studios[citation needed]

Video Music Awards

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Main article:MTV Video Music Awards

In 1984, the channel produced its firstMTV Video Music Awardsshow, or VMAs. The first award show, in 1984, was punctuated by a live performance by Madonna of "Like a Virgin".The statuettes that are handed out at theVideo Music Awardsare of the MTV moonman, the channel's original image from its first broadcast in 1981. As of 2012,theVideo Music Awardswere MTV's most watched annual event.[23]

Special, annual events

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Further information:List of MTV special events

MTV began its annualSpring Breakcoverage in 1986, setting up temporary operations inDaytona Beach, Florida,for a week in March, broadcasting live eight hours per day. "Spring break is a youth culture event", MTV's vice presidentDoug Herzogsaid at the time. "We wanted to be part of it for that reason. It makes good sense for us to come down and go live from the center of it, because obviously the people there are the kinds of people who watch MTV."[24]

The channel later expanded its beach-themed events to the summer, dedicating most of each summer season to broadcasting live from a beach house at different locations away from New York City, eventually leading to channel-wide branding throughout the summer in the 1990s and early 2000s such asMotel California,Summer Share,Isle of MTV,SoCal Summer,Summer in the Keys,andShore Thing.MTV VJs would host blocks of music videos, interview artists and bands, and introduce live performances and other programs from the beach house location each summer.[25]

MTV also held week-long music events that took over the presentation of the channel. Examples from the 1990s and 2000s includeAll Access Week,a week in the summer dedicated to live concerts and festivals;Spankin' New Music Week,a week in the fall dedicated to brand new music videos; and week-long specials that culminated in a particular live event, such asWanna be a VJand theVideo Music Awards.[26]

At the end of each year, MTV takes advantage of its home location in New York City to broadcast live coverage on New Year's Eve inTimes Square.Several live music performances are featured alongside interviews with artists and bands that were influential throughout the year. For many years from the 1980s to the 2000s, the channel upheld a tradition of having a band perform acover songat midnight immediately following the beginning of the new year.[27]

Live concert broadcasts

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Throughout its history, MTV has covered global benefit concert series live. For most of July 13, 1985, MTV showed theLive Aidconcerts, held in London and Philadelphia and organized byBob GeldofandMidge Ureto raise funds for famine relief in Ethiopia. While theABCnetwork showed only selected highlights during primetime, MTV broadcast 16 hours of coverage.[28]

Along withVH1,MTV broadcast theLive 8concerts, a series of concerts set in theG8states and South Africa, on July 2, 2005.[29]Live 8 preceded the31st G8 summitand the 20th anniversary of Live Aid. MTV drew heavy criticism for its coverage of Live 8. The network cut to commercials, VJ commentary, or other performances during performances. Complaints surfaced on the Internet over MTV interrupting the reunion ofPink Floyd.[30]In response, MTV president Van Toffler stated that he wanted to broadcast highlights from every venue of Live 8 on MTV and VH1, and clarified that network hosts talked over performances only in transition to commercials, informative segments or other musical performances.[31]Toffler acknowledged that "MTV should not have placed such a high priority on showing so many acts, at the expense of airing complete sets by key artists."[30]He also blamed the Pink Floyd interruption on a mandatory cable affiliate break.[31]MTV averaged 1.4 million viewers for its original July 2 broadcast of Live 8.[30]Consequently, MTV and VH1 aired five hours of uninterrupted Live 8 coverage on July 9, with each channel airing other blocks of artists.[32]

Logo and branding

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MTV's first logo, used from August 1, 1981, to May 31, 1994
MTV's second logo, used from May 31, 1994, to April 12, 2009. It was still used outside United States until July 1, 2011.
One of many MTVstation IDsused during the 1980s; this one was designed byHenry Selick.

MTV's logo was designed in 1981 byManhattan Design(a collective formed by Frank Olinsky,[33]Pat Gorman and Patty Rogoff) under the guidance of original creative directorFred Seibert.Theblock letter"M" was sketched by Rogoff, with the scribbled word "TV" spraypainted by Olinksky.[34]The primary variant of MTV's logo at the time had the "M" in yellow and the "TV" in red. However, unlike most television networks' logos at the time, the logo was constantly branded with different colors, patterns and images on a variety of station IDs. Examples include 1988's ID "Adam And Eve", where the "M" is an apple and the snake is the "TV". And for 1984's ID "Art History", the logo is shown in different art styles. The only constant aspects of MTV's logo at the time were its general shape and proportions, with everything else being dynamic.[35]

MTV launched on August 1, 1981, with an extendednetwork IDfeaturing the first landing on the Moon (with still images acquired directly fromNASA), which was a concept of Seibert's executed byBuzz PotamkinandPerpetual Motion Pictures.[36]The ID then cut to the American flag planted on the Moon's surface changed to show the MTV logo on it, which rapidly changed into different colors and patterns several times per second as the network's original guitar-driven jingle was played for the first time. After MTV's launch, the "Moon landing" ID was edited to show only its ending, and was shown at the top of every hour until early 1986, when the ID was scrapped in light of theSpace ShuttleChallengerdisaster.The ID ran "more than 75,000 times each year (48 times each day), at the top and bottom of every hour every day" according to Seibert.[36]

Comparison of MTV's original 1980s branding and its 2009 branding

From the late 1990s to the early 2000s, MTV updated its on-air appearance at the beginning of every year and each summer, creating a consistent brand across all of its music-related shows. This style of channel-wide branding came to an end as MTV drastically reduced its number of music-related shows in the early to mid 2000s. Around this time, MTV introduced a static and single colordigital on-screen graphicmainly grey during on-air and some color to be shown during all of its programming.

MTV's former logo used on-air from April 12, 2009, to September 12, 2021. It was still used on some MTV programs and YouTube channel as the logo thumbnail on some videos.

Starting with the premiere of the short-lived programFNMTV: Friday Night MTVin 2008, MTV started using a updated and cropped version of its original logo for the 30 years during most of its on-air programming. It became MTV's official logo on February 8, 2010, and officially debuted on its website.[37]The channel's full text "MUSIC TELEVISION" was eliminated,[38][1]with the revised and chopped down on the logo largely the same as the original logo, but without the initialism, the bottom of the "M" being cropped and the "V" in "TV" no longer branching off.[38]This change was most likely made to reflect MTV's more prominent focus on reality and comedy programming and less on music-related programming. However, much like the original logo, the new logo was designed to be filled in with a seemingly unlimited variety of images. It is used worldwide, but not everywhere existentially. The new logo was first used on MTV Films logo with the 2010 filmJackass 3D.MTV's rebranding was overseen by Popkern.[39]

On June 25, 2015,[40]MTV International rebranded its on-air look with a newvaporwaveandseapunk-inspired graphics package. It included a series of new station IDs featuring 3D renderings of objects and people, much akin to vaporwave and seapunk "aesthetics".[41][42]Many[like whom?]have derided MTV's choice of rebranding, insisting that the artistic style was centered on denouncingcorporate capitalism(many aesthetic pieces heavily incorporate corporate logos of the 1970s, 80s and 90s, which coincidentally include MTV's original logo) rather than being embraced by major corporations like MTV. Many have also suggested that MTV made an attempt to be relevant in the modern entertainment world with the rebrand. In addition to this, the rebrand was made on exactly the same day that the social media siteTumblrintroduced Tumblr TV, an animatedGIFviewer which featured branding inspired by MTV's original 1980s on-air look.[43]Tumblr has been cited as a prominent location of aesthetic art,[44]and thus many have suggested MTV and Tumblr "switched identities". The rebrand also incorporated a modified version of MTV's classic "I Want My MTV!" slogan, changed to read "I Am My MTV".Vicehas suggested that the slogan change represents "the current generation's movement towards self-examination, identity politics and apparent narcissism."[45]MTV also introduced MTV Bump, a website that allowsInstagramandVineusers to submit videos to be aired during commercial breaks, as well as MTV Canvas, an online program where users submit custom IDs to also be aired during commercial breaks.[46]

Logo since 2021
MTV's single color version, used for specific pieces of content

On February 5, 2021, MTV began to use a revised logo in tandem with the 2010 version, doing away with the 3D effect inherited from its predecessors (much akin to the currentMTV Video Music Awardsvariant).[47]That logo is revealed to be an alternate variant of the current logo designed by the design agency Loyalkaspar, which pays homage to MTV of the past with the red-yellow-blue color combination and the 3D effect mainly inherited from its predecessor logo. The new logo's rollout was completed in time for the 2021 MTV Video Music Awards.[48]

"I Want My MTV!"

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The channel's iconic "I Want My MTV!" advertising campaign was launched in 1982. It was first developed byGeorge Loisand was based on a cereal commercial from the 1950s with the slogan "I Want My Maypo!"that Lois adapted unsuccessfully from the original created by animatorJohn Hubley.[49]

Lois's first pitch to the network was roundly rejected when Lois insisted that rock stars like Mick Jagger should be crying when they said the tag line, not unlike his failed 'Maypo' revamp. His associate, and Seibert mentor Dale Pon,[50]took over the campaign, both strategically and creatively. Pon was able to get the campaign greenlit when he laughed the tears out of the spots. From then on–with the exception of the closely logos on the first round of commercials–Pon was the primary creative force.[51]

All the commercials were produced byBuzz Potamkinand his new company Buzzco Productions, directed first byThomas SchlammeandAlan Goodmanand eventually by Candy Kugel.[49]

The campaign featured popular artists and celebrities, includingPete Townshend,Pat Benatar,Adam Ant,David Bowie,the Police,Kiss,Culture Club,Billy Idol,Hall & Oates,Cyndi Lauper,Madonna,Lionel Richie,Ric Ocasek,John Mellencamp,Peter Wolf,Joe Elliott,Stevie Nicks,Rick Springfield,andMick Jagger,interacting with the MTV logo on-air and encouraging viewers to call their pay television providers and request that MTV be added to their local channel lineups.[35]Eventually, the slogan became so ubiquitous that it made an appearance as a lyric sung byStingon theDire Straitssong "Money for Nothing",whose music video aired in regular rotation on MTV when it was first released in 1985 and also served as the first video played onits European arm,[52]and became the basis of the music used in theMTV Entertainment Studiosproduction logo.

Influence and controversies

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The channel has been a target of criticism by different groups about programming choices, social issues,political correctness,sensitivity, censorship, and a perceived negativesocial influenceon young people.[53]Portions of the content of MTV's programs and productions have come under controversy in the general news media and amongsocial groupsthat have taken offense. Some within the music industry criticized what they saw as MTV's homogenization of rock 'n' roll, including the punk band theDead Kennedys,whose song "M.T.V. – Get Off the Air" was released on their 1985 albumFrankenchrist,just as MTV's influence over the music industry was being solidified.[54]MTV was also the major influence on the growth of music videos during the 1980s.[55]

Breaking the "color barrier"

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During MTV's first few years, very few black artists were featured. The select few in MTV's rotation between 1981 and 1984 wereMichael Jackson,Prince,Eddy Grant,Tina Turner,Donna Summer,Joan Armatrading,Musical Youth,The Specials,The Selecter,Grace Jones,John ButcherandHerbie Hancock.Mikey CraigofCulture Club,Joe LeewayofThompson TwinsandTracy WormworthofThe Waitresseswere also black. The Specials, which included black and white vocalists and musicians, were also the first act with people of color to perform on MTV; their song "Rat Race" was the 58th video on the station's first broadcast day.[56]

MTV refused other black artists' videos, such asRick James' "Super Freak",because they did not fit the channel's carefully selectedalbum-oriented rock formatat the time. The exclusion enraged James, who publicly advocated the addition of more black artists to the channel.David Bowiealso questioned MTV's lack of black artists during an on-air interview with VJMark Goodmanin 1983.[57]MTV's original head of talent and acquisition, Carolyn B. Baker, who was black, questioned why the definition of music had to be so narrow, as did a few others outside the network. Years later, Baker said, "The party line at MTV was that we weren't playing black music because of the research – but the research was based on ignorance… We were young, we were cutting-edge. We didn't have to be on the cutting edge of racism." Nevertheless, it was Baker who rejected Rick James'Super Freakvideo "because there were half-naked women in it, and it was a piece of crap. As a black woman, I did not want that representing my people as the first black video on MTV."[58]

The network's director of music programming, Buzz Brindle, told an interviewer in 2006: "MTV was originally designed to be a rock music channel. It was difficult for MTV to find African American artists whose music fit the channel's format that leaned toward rock at the outset." Writers Craig Marks and Rob Tannenbaum noted that the channel "aired videos by plenty of white artists who didn't play rock." Andrew Goodwin later wrote: "[MTV] denied racism, on the grounds that it merely followed the rules of the rock business."[59]MTV senior executive vice presidentLes Garlandcomplained decades later, "The worst thing was that 'racism' bullshit... there were hardly any videos being made by black artists. Record companies weren't funding them.Theynever got charged with racism. "However, critics of that defence pointed out that record companies were not funding videos for black artists because they knew they would have difficulty persuading MTV to play them.[60]

In celebrating the 40th anniversary of the network's launch in 2021, current MTV Entertainment Group president Chris McCarthy acknowledged that "(o)ne of the bigger mistakes in the early years was not playing enough diverse music...but the nice thing that I've always learned at MTV is we have no problem owning our mistakes, quickly correcting them and trying to do the right thing and always follow where the audience is going."[61]

Before 1983, Michael Jackson also struggled for MTV airtime.[62]To resolve the struggle and finally "break the color barrier", the president ofCBS Records,Walter Yetnikoff,denounced MTV in a strong, profane statement, threatening to take away its right to play any of the label's music.[62][63]However, Les Garland, then acquisitions head, said he decided to air Jackson's "Billie Jean"video without pressure from CBS,[57]a statement later contradicted by CBS head of Business Affairs David Benjamin inVanity Fair.[64]

Michael Jackson,whose discography included music videos such as "Beat It","Billie Jean",and"Thriller"

According toThe Austin Chronicle,Jackson's video for the song "Billie Jean" was "the video that broke the color barrier, even though the channel itself was responsible for erecting that barrier in the first place."[65]But change was not immediate. "Billie Jean" was not added to MTV's "medium rotation" playlist (two to three airings per day) until it reached No. 1 on theBillboardHot 100chart. In the final week of March, it was in "heavy rotation", one week before the MTV debut of Jackson's "Beat It"video. Prince's"Little Red Corvette"joined both videos in heavy rotation at the end of April. At the beginning of June,"Electric Avenue"by Eddy Grant joined" Billie Jean ", which was still in heavy rotation until mid-June. At the end of August,"She Works Hard for the Money"by Donna Summer was in heavy rotation on the channel. Herbie Hancock's"Rockit"andLionel Richie's "All Night Long"were placed in heavy rotation at the end of October and the beginning of November respectively. In the final week of November, Donna Summer's"Unconditional Love"was in heavy rotation. When Jackson'selaborate videofor "Thriller"was released late that year, raising the bar for what a video could be, the network's support for it was total; subsequently, more pop and R&B videos were played on MTV.[66]

Following Jackson's and Prince's breakthroughs on MTV, Rick James did several interviews where he brushed off the accomplishment astokenism,saying in a 1983 interview, in an episode ofMike Judge Presents: Tales from the Tour Buson James, that "any black artist that [had] their video played on MTV should pull their [videos] off MTV."[67]

Subsequent concepts

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HBOalso had a 30-minute program of music videos calledVideo Jukebox,that first aired around the time of MTV's launch and lasted until late 1986. Also around this time, HBO, as well as other premium channels such asCinemax,ShowtimeandThe Movie Channel,occasionally played one or a few music videos between movies.[68]

SuperStation WTBSlaunchedNight Trackson June 3, 1983, with up to 14 hours of music video airplay each late night weekend by 1985. Its most noticeable difference was that black artists that MTV initially ignored received airplay. The program ran until the end of May 1992.

Playboy TVlaunched their own music video program called "Playboy's Hot Rocks" that premiered on July 15, 1983 featuring uncensored versions of music videos that were shown in nightclubs by artists from Duran Duran and Mötley Crüe to Nine Inch Nails and 2Pac. At times, they would do a certain theme like the allPrincetheme on the channel back in the 90s.

A few markets also launched music-only channels including Las Vegas' KRLR-TV (nowKSNV), which debuted in the summer of 1984 and branded as "Vusic 21". The first video played on that channel was "Video Killed the Radio Star", following in the footsteps of MTV.[citation needed]

Shortly after TBS beganNight Tracks,NBClaunched a music video program calledFriday Night Videos,which was considered network television's answer to MTV. Later renamed simplyFriday Night,the program ran from 1983 to 2002. ABC's contribution to the music video program genre in 1984,ABC Rocks,was far less successful, lasting only a year.[69]

TBS founderTed Turnerstarted theCable Music Channelin 1984, designed to play a broader mix of music videos than MTV's rock format allowed. But after one month as a money-losing venture, Turner sold it to MTV, who redeveloped the channel into VH1.[70]

The founders ofFinancial News Network,Glenn Taylor and Karen Tyler tried to capitalize on the concept by launching Discovery Music Network, which was set to be a cable network,[71]and has plans to set up the Discovery Broadcasting System, which consists of the aforementioned network, along with computer and business networks,[72]but it never got off the ground.[73]

Shortly after its launch, theDisney Channelaired a program calledDTV,a play on the MTV acronym. The program used music cuts, both from past and upcoming artists. Instead of music videos, the program used clips of various vintageDisneycartoons and animated films (fromSnow White and the Seven DwarfstoThe Fox and the Hound) to go with the songs. The program aired in multiple formats, sometimes between shows, sometimes as its own program, and other times as one-off specials. The specials tended to air both on the Disney Channel andNBC.The program aired at several times between 1984 and 1999. In 2009, Disney Channel revived theDTVconcept with a new series of short-form segments calledRe-Micks.

Hanna-BarberacreatedHBTV,similar toDTVin 1985 and in 1986.

Censorship

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Main article:Censorship on MTV

MTV has edited a number of music videos to remove nudity, references to drugs,[74]sex, violence, weapons, racism,homophobia,and/or advertising.[75]Many music videos aired on the channel were either censored, moved to late-night rotation, or banned entirely from the channel.

In the 1980s, parent media watchdog groups such as theParents Music Resource Center(PMRC) criticized MTV over certain music videos that were claimed to have explicit imagery ofsatanism.As a result, MTV developed a strict policy on refusal to air videos that may depict Satanism oranti-religiousthemes.[76]This policy led MTV to ban music videos such as "Jesus Christ Pose"bySoundgardenin 1991[77]and "Megalomaniac"byIncubusin 2004;[78]however, the controversial bandMarilyn Mansonwas among the most popular rock bands on MTV during the late 1990s and early 2000s.

On September 28, 2016, on an AfterBuzz TV live stream,Scout Durwoodsaid that MTV had a "no appropriation policy"that forbid her from wearing her hair incornrowsin an episode ofMary + Jane.She said, "I wanted to cornrow my hair, and they were like, 'That's racist.'"[79]

Trademark suit

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Magyar Televízió,Hungary's public broadcaster who has a trademark on the initialsMTV,registered with the Hungarian copyright office, sued the American MTV (Music Television) network for trademark infringement when the Hungarian version of the music channel was launched in 2007. The suit is still ongoing.[citation needed]

Andrew Dice Clay

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During the1989 MTV Video Music Awardsceremony, comedianAndrew Dice Claydid his usual "adult nursery rhymes" routine (which he had done in his stand-up acts), after which the network executives imposed a lifetime ban.Billy Idol's music video for the song "Cradle of Love"originally had scenes from Clay's filmThe Adventures of Ford Fairlanewhen it was originally aired; scenes from the film were later excised. During the2011 MTV Video Music Awards,Clay was in attendance where he confirmed that the channel lifted the ban.[80]

Beavis and Butt-Head

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Main article:Beavis and Butt-Head § Allegations of promoting dangerous behavior

In the wake of controversy that involved a child burning down his house after allegedly watchingBeavis and Butt-head,MTV moved the show from its original 7 p.m. time slot to an 11p.m. time slot. Also, Beavis's tendency to flick a lighter andyell "fire"was removed from new episodes, and controversial scenes were removed from existing episodes before their rebroadcast.[81]Some extensive edits were noted by series creatorMike Judgeafter compiling hisCollection DVDs,saying that "some of those episodes may not even exist actually in their original form."[82]

Dude, This Sucks

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A pilot for a show calledDude, This Suckswas canceled after teens attending a taping at theSnow Summit Ski Resortin January 2001 were sprayed with liquidized fecal matter by a group known as "The Shower Rangers". The teens later sued,[83]with MTV later apologizing and ordering the segment's removal.[84][85]

Super Bowl XXXVIII halftime show

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Main article:Super Bowl XXXVIII halftime show controversy

AfterViacom's purchase ofCBS,MTV was selected to produce theSuper Bowl XXXVhalftime showin 2001, airing onCBSand featuringBritney Spears,NSYNC,andAerosmith.[86]Due to its success, MTV was invited back to produce another halftime show in 2004; this sparked a nationwide debate and controversy that drastically changed Super Bowl halftime shows, MTV's programming, and radio censorship.

When CBS airedSuper Bowl XXXVIIIin 2004, MTV was again chosen to produce the halftime show, with performances by such artists asNelly,P. Diddy,Janet Jackson,andJustin Timberlake.The show became controversial, however, after Timberlake tore off part of Jackson's outfit while performing "Rock Your Body"with her, revealing her right breast. All involved parties apologized for the incident, and Timberlake referred to the incident as a"wardrobe malfunction".[87]

Michael Powell,then-chairman of theFederal Communications Commission(FCC), ordered an investigation the day after the broadcast.[87]In the weeks following the halftime show, MTV censored much of its programming. Several music videos, including "This Love"and"I Miss You",were edited for sexual content.[78]In September 2004, the FCC ruled that the halftime show was indecent and fined CBS $550,000.[88]The FCC upheld it in 2006,[89]but federal judges reversed the fine in 2008.[90]

Nipplegate

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Timberlake and Jackson's controversial event gave way to a "wave of self-censorship on American television unrivaled since the McCarthy era".[91]After the sudden event, names surfaced such asnipplegate,Janet moment, andboobgate,and this spread politically, furthering the discussion into the 2004 presidential election surrounding "moral values"and" media decency ".[91]

Moral criticism

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In 2005, theParents Television Council(PTC) released a study titled "MTV Smut Peddlers", which sought to expose excessive sexual, profane, and violent content on the channel, based on MTV's spring break programming from 2004.[92]Jeanette Kedas, an MTV network executive, called the PTC report "unfair and inaccurate" and "underestimating young people's intellect and level of sophistication", whileL. Brent Bozell III,then-president of the PTC, stated: "the incessant sleaze on MTV presents the most compelling case yet for consumer cable choice", referring to the practice of pay television companies to allow consumers to pay for channelsà la carte.[93]

In April 2008, PTC releasedThe Rap on Rap,a study covering hip-hop and R&B music videos rotated on programs106 & ParkandRap City,both shown onBET,andSucker Freeon MTV. PTC urged advertisers to withdraw sponsorship of those programs, whose videos PTC stated targeted children and teenagers containing adult content.[94][95]

Jersey Shore

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Main article:Controversies of Jersey Shore

MTV received significant criticism from Italian American organizations forJersey Shore,which premiered in 2009.[96]The controversy was due in large part to the manner in which MTV marketed the show, as it liberally used the word "guido"to describe the cast members. The word" guido "is generally regarded as anethnic slurwhen referring to Italians and Italian Americans. One promotion stated that the show was to follow, "eight of the hottest, tannest, craziest Guidos,"[97]while yet another advertisement stated, "Jersey Shoreexposes one of the tri-state area's most misunderstood species... the GUIDO. Yes, they really do exist! Our Guidos and Guidettes will move into the ultimate beach house rental and indulge in everything theSeaside Heights,New Jersey scene has to offer. "[98]

Prior to the series debut,Unico Nationalformally requested that MTV cancel the show.[99]In a formal letter, the company called the show a "direct, deliberate and disgraceful attack on Italian Americans."[100]Unico National President Andre DiMino said, "MTV has festooned the 'bordello-like' house set with Italian flags and red, white and green maps of New Jersey while every other cutaway shot is of Italian signs and symbols. They are blatantly as well as subliminally bashing Italian Americans with every technique possible."[101]Around this time, other Italian organizations joined the fight, including the NIAF and theOrder Sons of Italy in America.[102][103][104]

MTV responded by issuing a press release which stated in part, "The Italian American cast takes pride in their ethnicity. We understand that this show is not intended for every audience and depicts just one aspect of youth culture."[96]Following the calls for the show's removal, several sponsors requested that their ads not be aired during the show. These sponsors includedDell,Domino's Pizza,andAmerican Family Insurance.[105]Despite the loss of certain advertisers, MTV did not cancel the show. Moreover, the show saw its audience increase from its premiere in 2009, and continued to place as MTV's top-rated programs duringJersey Shore'ssix-season run, ending in 2012.

Resolutions for White Guys

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In December 2016, MTV online published asocial justice-oriented New Year's resolution-themed video directed towards white men. The video caused widespread outrage online, including video responses from well-known online personas, and was deleted from MTV's YouTube channel.[106][107]The video was then reuploaded to their channel, with MTV claiming the new video contained "updated graphical elements". The new video quickly received over 10,000 dislikes and fewer than 100 likes from only 20,000 views, and MTV deleted the video for a second time.[108][109]

Social activism

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In addition to its regular programming, MTV has a long history of promoting social, political, and environmental activism in young people.[110]The channel's vehicles for this activism have beenChoose or Lose,encompassing political causes and encouraging viewers to vote in elections;Fight For Your Rights,encompassing anti-violence and anti-discrimination causes;think MTV;andMTV ActandPower of 12,the newest umbrellas for MTV's social activism.

Choose or Lose

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MTVChoose or Loselogo

In 1992, MTV started a pro-democracy campaign calledChoose or Lose,to encourage over 20 million people to register to vote, and the channel hosted a town hall forum for then-candidateBill Clinton.[111]

In recent years, other politically diverse programs on MTV have includedTrue Life,which documents people's lives and problems, andMTV Newsspecials, which center on very current events in both the music industry and the world. One special show covered the2004 US presidential election,airing programs focused on the issues and opinions of young people, including a program where viewers could ask questions of SenatorJohn Kerry.[112]MTV worked withP. Diddy's "Citizen Change"campaign, designed to encourage young people to vote.[113]

Additionally, MTV aired a documentary covering a trip by the musical groupSum 41to theDemocratic Republic of the 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.[114]

The channel also began showing presidential campaign commercials for the first time during the2008 US presidential election.[115]This has led to criticism, withJonah Goldbergopining that "MTV serves as theDemocrats'main youth outreach program. "[116]

Rock the Vote

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MTV is aligned withRock the Vote,a campaign to motivate young adults to register and vote.[117]

MTV ActandPower of 12

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In 2012, MTV launchedMTV ActandPower of 12,its current social activism campaigns.MTV Actfocuses on a wide array of social issues,[118]whilePower of 12was a replacement for MTV'sChoose or Loseand focused on the2012 US presidential election.[119]

Elect This

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In 2016, MTV continued its pro-democracy campaign withElect This,an issue-oriented look at the2016 electiontargeting Millennials. Original content under the "Elect This" umbrella includes "Infographica," short animations summarizing MTV News polls; "Robo-Roundtable," a digital series hosted by animatronic robots; "The Racket," a multi-weekly digital series; and "The Stakes," a weekly political podcast.[120]

Vote Early Day

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In 2020, MTV was the principal founder ofVote Early Day.Initially, the primary target audience was young voters. The MTV campaign launched with partners across media, consumer brands, and advocacy organizations, and its strength being that it isn't ‘owned’ by any one entity.[121][122][123]

Beyond MTV

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Since its launch in 1981, the brand "MTV" has expanded to include many additional properties beyond the original MTV channel, including a variety of sister channels in the US, dozens of affiliated channels around the world, and an Internet presence through MTV.com and related websites.

Sister channels in the US

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MTV operates a group of channels under MTV Networks – a name that continues to be used for the individual units of theParamount Media Networks,a division of corporate parentParamount Global.In 1985, MTV saw the introduction of its first regular sister channel,VH1,which was originally an acronym for "Video Hits One" and was designed to playadult contemporarymusic videos. VH1 is aimed at celebrity and popular culture programming which include many reality shows. Another sister channel,CMT,targets thesouthern culturemarket.

The advent of satellite television anddigital cablebrought MTV greater channel diversity, including its sister channelsMTV2and Spanish-speaking MTV Tr3́s (Tr3́s), which initially played music videos exclusively but later focused on other programming. MTV also formerly broadcastMTVUon campuses at various universities until 2018, when the MTV Networks on Campus division was sold, and the channel remained as a digital cable channel only. MTV formerly also had MTV Hits andMTVXchannels until these were converted intoNickMusicand MTV Jams, respectively. MTV Jams was later rebranded asBET Jamsin 2015.

In January 2006, MTV launched MTV HD, a1080ihigh-definitionsimulcast feed of MTV. Until Viacom's mainmaster controlwas upgraded in 2013, only the network's original series after 2010 (with some pre-2010 content) are broadcast in high definition, while music videos, despite being among the first television works to convert to high definition presentation in the mid-2000s, were presented in 4:3standard definition,forcing them into awindowboxingtype of presentation; since that time, all music videos are presented in HD and are framed to their director's preference.Jersey Shore,despite being shot with widescreen HD cameras, was also presented with SD windowboxing (though the 2018Family Vacationrevival is in full HD). The vast majority of providers carry MTV HD.

MTV Networks also operatesMTV Live,ahigh-definitionchannel that features original HD music programming and HD versions of music related programs from MTV, VH1 and CMT. The channel was launched in January 2006 as MHD (Music: High Definition). The channel was officially rebranded as MTV Live on February 1, 2016.[124]

In 2005 and 2006, MTV launched a list of channels for Asian Americans. The first channel wasMTV Desi,launched in July 2005, dedicated towards Indian Americans. Next wasMTV Chi,in December 2005, which catered to Chinese Americans. The third wasMTV K,launched in June 2006 and targeted toward Korean Americans. Each of these channels featured music videos and shows from MTV's international affiliates as well as original US programming, promos, and packaging. All three of these channels ceased broadcasting on April 30, 2007.

On August 1, 2016, the 35th anniversary of the original MTV's launch, VH1 Classic was rebranded asMTV Classic.The channel's programming focused on classic music videos and programming (including notable episodes ofMTV UnpluggedandVH1 Storytellers), but skews more towards the 1980s, 1990s and 2000s. The network aired encores of former MTV series such asBeavis and Butt-HeadandLaguna Beach: The Real Orange County.The network's relaunch included a broadcast of MTV's first hour on the air, which was also simulcast on MTV and online via Facebook live streaming.[125][126]MTV Classic only retained three original VH1 Classic programs, which wereThat Metal Show,Metal Evolution,andBehind the Music Remastered,although repeats of current and former VH1 programs such asPop-Up VideoandVH1 Storytellersremained on the schedule. However, the rebranded MTV Classic had few viewers, and declined quickly to become the least-watched English-language subscription network rated by Nielsen at the end of 2016. At the start of 2017, it was reorganized into an all-video network.[127][128]

Internet

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MTV.com in 2008

In the late 1980s, before theWorld Wide Web,MTV VJAdam Currybegan experimenting on the Internet. He registered the then-unclaimeddomain name"MTV.com"in 1993 with the idea of being MTV's unofficial new voice on the Internet. Although this move was sanctioned by his supervisors at MTV Networks at the time, when Curry left to start his own web-portal design and hosting company, MTV subsequently sued him for the domain name, which led to an out-of-court settlement.[129]

The service hosted at the domain name was originally branded "MTV Online" during MTV's first few years of control over it in the mid-1990s. It served as a counterpart to theAmerica Onlineportal for MTV content, which existed at AOL keyword MTV until approximately the end of the 1990s. After this time, the website became known as simply "MTV.com" and served as the Internet hub for all MTV andMTV Newscontent.

MTV.com experimented with entirely video-based layouts between 2005 and 2007. The experiment began in April 2005 asMTV Overdrive,a streaming video service that supplemented the regular MTV.com website.[130]Shortly after the2006 MTV Video Music Awards,which were streamed on MTV.com and heavily used theMTV Overdrivefeatures, MTV introduced a massive change for MTV.com, transforming the entire site into aFlashvideo-based entity.[131]Much of users' feedback about the Flash-based site was negative, demonstrating a dissatisfaction with videos that played automatically, commercials that could not be skipped or stopped, and the slower speed of the entire website. The experiment ended in February 2007 as MTV.com reverted to a traditionalHTML-based website design with embedded video clips, in the style of YouTube and some other video-based websites.[132]

From 2006 to 2007, MTV operated an online channel,MTV International,targeted to the broad international market. The purpose of the online channel was to air commercial-free music videos once the television channels started concentrating on shows unrelated to music videos or music-related programming.

The channel responded to the rise of the Internet as the new central place to watch music videos in October 2008 by launching MTV Music (later calledMTV Hive), a website that featured thousands of music videos from MTV andVH1's video libraries, dating back to the earliest videos from 1981.

A newly created division of the company, MTV New Media, announced in 2008 that it would produce its own original web series, in an attempt to create a bridge between old and new media.[133]The programming is available to viewers via personal computers, cell phones,iPods,and other digital devices.[134]

In the summer of 2012, MTV launched a music discovery website called theMTV Artists Platform(also known as Artists.MTV). MTV explained, "While technology has made it way easier for artists to produce and distribute their own music on their own terms, it hasn't made it any simpler to find a way to cut through all the Internet noise and speak directly to all of their potential fans. The summer launch of the platform is an attempt to help music junkies and musicians close the gap by providing a one-stop place where fans can listen to and buy music and purchase concert tickets and merchandise."[135]

MTV.com remains the official website of MTV, and it expands on the channel's broadcasts by bringing additional content to its viewers. In 2022, it was revised to mostly focus on direct consumers to content on Paramount+ and Pluto TV. The site featured an online version of MTV News and podcasts. It hasTV Everywhereauthenticated streaming. The news site is defunct but still can be accessed with prior movie features, profiles and interviews with recording artists and from MTV's television programs. A related MTV app was available on mobile platforms and connected TV devices.

See also

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References

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  124. ^"MTV Networks' MHD: Music High-Definition Channel Kicks Into High Gear With New Programming and a New Name – Palladia".Archivedfrom the original on February 15, 2009.RetrievedAugust 12,2008.
  125. ^"MTV Classic bringing The 2011 Beavis and Butt-Head, Aeon Flux and music videos back on-air".Polygon.Vox Media. July 28, 2016.Archivedfrom the original on May 2, 2021.RetrievedJuly 29,2016.
  126. ^"MTV Launches 'Classic' Channel Dedicated to 1990s".Rolling Stone.July 28, 2016. Archived fromthe originalon May 10, 2018.RetrievedJuly 29,2016.
  127. ^Collins, Scott; Maglio, Tony (December 29, 2016)."21 Least-Watched Cable Channels, From MTV Classic to Sprout".TheWrap.Archivedfrom the original on March 9, 2021.RetrievedJanuary 3,2017.
  128. ^Crupi, Anthony (February 27, 2017)."Small Change: Why Niche Cable Nets Are on Their Last Legs | Media – AdAge".Advertising Age.Archivedfrom the original on February 24, 2021.RetrievedFebruary 27,2017.
  129. ^"MTV vs. Curry".Archivedfrom the original on February 10, 2021.RetrievedMarch 28,2007.
  130. ^"MTV today announced the launch of the new hybrid channel," MTV Overdrive "".Archived fromthe originalon November 6, 2008.RetrievedAugust 11,2008.
  131. ^"MTV switches to Adobe Flash-based website".Archived fromthe originalon June 12, 2008.RetrievedAugust 11,2008.
  132. ^"MTV.com returns to HTML-based website".Archived fromthe originalon February 3, 2012.
  133. ^Wallenstein, Andrew (August 21, 2008)."MTV signs 'Hustle' director to Web series".The Hollywood Reporter.The Associated Press.
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  135. ^"MTV To Launch Artists.MTV Music Hub".MTV News.March 15, 2012. Archived fromthe originalon February 16, 2022.RetrievedFebruary 15,2022.

Bibliography

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  • Blackwood, Nina/Goodman, Mark/Hunter, Alan/Quinn, Martha/Edwards, Gavin (2013).VJ: The Unplugged Adventures of MTV's First Wave.Atria.ISBN1-4516-7812-6.
  • Denisoff, R. Serge (1988).Inside MTV.Transaction.ISBN0-88738-864-7.
  • McGrath, Tom (1996).MTV: The Making of a Revolution.Running Pr.ISBN1-56138-703-7.
  • MTV (2001).MTV Uncensored.MTV.ISBN0-7434-2682-7.
  • Prato, Greg (2011).MTV Ruled the World: The Early Years of Music Video.Createspace.ISBN0-578-07197-5.
  • Tannenbaum, Rob/Marks, Craig (2012).I Want My MTV: The Uncensored Story of the Music Video Revolution.Plume.ISBN0-452-29856-3.
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