MTV

MTV

1. Who are the programmes aimed at? How and why?

2. Label specifically with Values & tags

3. How do they research- methods? Why?

4. Focus/direction of programming/channel

5. Evolution of channel

MTV’s first purpose was to play music videos. The channel was launched in 1981 with the words “Ladies and gentlemen, rock and roll” by John Lack. The first music video ever played was Video Killed the Radio Star by The Buggles. Ironically, that is exactly what happened. Over the past two decades MTV has gone from music television to reality television.

The programmes played on MTV are all aimed at the demographic 14-30. Shows like 16 and Pregnant and Teen Mom are popular for the girls because it is showing them what it’s like to be pregnant. The shows do not encourage girls to go out and get pregnant but to educate them on the struggle and sacrifice they go through. Boys however are more interested in shows like Pimp My Ride and Cribs because the language and humor used on those shows are appealing to them, as well as the theme. Boys dream of having houses like the celebrities, generally rappers on the show, with the fancy equipment and the expensive cars. As well as Pimp My Ride where they think of all the drastic changes they would like to make on their own cars.

MTV make sure their shows are what the public want by interviewing people in the demographic and looking at what they’re into. Since there are such a large number of people in the age bracket, there are a lot of different things people want to see. MTV tries to cover a large variety of genres, but can’t go too far out of the popular zone or the show won’t get many views and it would be a waste. They take the time to get to know individuals; what problems they have, music they like, what’s “cool” at the moment. “Cool” plays a huge part in programming because whatever’s “cool” will be popular to the people. Of course, “cool” changes all the time so MTV has to interview people often to find out what people are into.