COLEGIUL NAIONAL VASILE ALECSANDRI GALAI

LUCRARE DE ATESTAT

Coordonatori: Prof. Anca MANEA

Absolvent: Andreea Partene

Anul2015COLEGIUL NAIONAL VASILE ALECSANDRI GALAI

MTV (Music Television)

Coordonatori: Prof. Anca MANEA

Absolvent: Andreea Partene

Anul2015Table of Contents:

INTRODUCTION 1.The Importance of MTV 62.Born of an MTV nation ..82..1 MTV and the Globalization of Popular Culture.92.2 MTV Generation103.The most important moments in MTV history.12 3.1 10 Classic Moments in MTV History.13 3.2 The Billie Jean moment17 4. Image and branding.18 5. Recent music programs (2009present).20CONCLUSIONREFERENCESAPPENDIX

IntroductionIn August 1981, Music Television- now popularly known as MTV- was launched. Within a matter of years it revitalized a struggling record industry; made the careers of leading pop stars like Madonna, Boy George, Cyndi Lauper, and Duran Duran; infiltrated traditional network television and the movie industry; revolutionized the advertising industry; and stimulated purchases in several markets, most notably fashion apparel. The reach of MTV has proven long and profitable. In this book, Jack Banks examines the historical development of music video as a commodity and analyzes the existing structures within which music video is produced, distributed, and exhibited on its premier music channel, MTV. Who controls MTV? What part do record companies play in the financing and production of music video? How do the power brokers in the business affect the ideological content of music video? Given the tight sphere of influence within the music industry, what are the future trends for music video and for artistic freedom of expression? This piece of work tries to demonstrate how MTV became one of the most influential media enterprises of our society and also how it works. The reason why I chose to write about the MTV and the whole music industry revolutionized with its apparition, is that I find it representative how powerful was this programme which managed to influence many generations since its emergence. When you fall in love with music you become interested in everything that lead to it. That is why for me MTV seems more interesting than any other subject. It is fascinating to discover that all that music that you listen when you turn on the TV have an interesting history which is maybe more bewitching than what you see in that moment.I strongly believe that it changed the whole way we had to think about marketing our music. It created an opportunity, a platform for the music industry to not just sell cds. The interesting fact about MTV is that it has nevertheless redefined the way people relate to music. The first chapter The Importance of MTV and also the second one Born of an Mtv nation with its subsections intend to prove the idea that behind what we see it is a whole interesting history and also the interesting fact that MTV has nevertheless redefined the way people relate to music. The third chapter The most important moments in MTV history is meant to show exactly what revolutionized the entire music industry but also what bought fame to MTV.Also the last two chapters Image and brandingand Recent music programs surprise how was chosen the perfect logo for for what became MTV over time and what is going on nowadays with all the programmes created by MTV .

1.The Importance of MTVIn 1981 MTV was introduced for the very first time. The executives had good intentions when they decided it was time to bring rock music to the viewers. There target audience were men and women between the ages of twelve to thirty-four. The main goal of the operation was to get the baby boomers to open up their wallets because they felt that this was the peak of consumer spending in the United States.Two huge companies Time Warner Inc. and American Express decided to go into business together as partners. Their mission was to attempt for the very first time to provide innovative programming to cable television. To the surprise of many big corporations in America television in the 1980s proved to be a much better promoter for popular music than it was for their competition radio and motion pictures.At the end of the 1980s MTV reached over 40 million people mostly teenagers who became the focal point of advertisers because they were the ones who purchased the music in stores. A music video had become just as important as it was to record music. Music Videos became the alternative to am and fm radio. MTV made sure a music video was played three to five times a day, seven days a week for up to two months. By 1990 MTV music video was in 56 million homes. That was a larger audience than American Bandstand and the ED Sullivan Show. The key to MTV success was a new group of performers who introduced pop music to the world. These artists were Paula Abdul, Madonna, and the king of pop himself Michael Jackson. They wore outrageous outfits and had fantastic choreography. Their clothing was just as important as their music was because the clothing told us who they were as a person. It brought out their personality and made people curious. They wanted to know more about the artist. Instead of having a performance on Network TV the rock video had a complete performance that could be constructed and edited on videotape. Unfortunately, making a music video was very expensive but the rewards were even higher. Michael Jacksons thriller album sold over 40 million copies worldwide becoming the most successful product in the history of recorded sound. The success of Thriller lead to a major marketing campaign which highlight world tours, groups, stars, and profits for the big corporations. Many companies rushed to get music videos on the shelf of stores because they were in high demand. People wanted to watch their favorite music videos over and over again which surprised the record company. It lead to huge profits. Overall, I believe MTV was huge because of the upcoming stars. I feel they got lucky. After all there was only one Michael Jackson and one Madonna two huge stars that happened to be around in the early 1980s. I also feel it was huge that they could construct and edit a complete performance on video tape. To me that was the key to MTV success.

2.Born of an MTV nation In 1981, MTV: Music Television goes on the air for the first time ever, with the words (spoken by one of MTVs creators, John Lack): Ladies and gentlemen, rock and roll. The Buggles Video Killed the Radio Star was the first music video to air on the new cable television channel, which initially was available only to households in parts of New Jersey. MTV went on to revolutionize the music industry and become an influential source of pop culture and entertainment in the United States and other parts of the world, including Europe, Asia and Latin America, which all have MTV-branded channels. In MTVs early days, its programming consisted of basic music videos that were introduced by VJs (video jockeys) and provided for free by record companies. As the record industry recognized MTVs value as a promotional vehicle, money was invested in making creative, cutting-edge videos. Some directors, including Spike Jonze (Being John Malkovich, Three Kings) and Michel Gondry (Eternal Sunshine of the Spotless Mind), worked on music videos before segueing into feature films. In the 1980s, MTV was instrumental in promoting the careers of performers such as Madonna, Michael Jackson, Prince and Duran Duran, whose videos played in heavy rotation. By the late 1980s, MTV started airing non-video programming, geared toward teenagers and young adults. Its popular reality series The Real World launched in 1992 and was followed by such highly rated shows as The Osbournes, Newlyweds: Nick and Jessica, Laguna Beach, My Super Sweet 16 and The Hills. MTV also debuted animated series including Beavis and Butthead and Celebrity Deathmatch, as well as documentaries, news, game shows and public service campaigns . MTV developed a reputation for pushing cultural boundaries and taste; the airing of Madonnas 1989 Like a Prayer video is just one famous example. In 1984, the channel launched the MTV Music Video Awards, which were followed in 1992 by the MTV Movie Awards. Today, MTVs music-video programming is largely confined to one show, Total Request Live.

2.1 MTV and the Globalization of Popular Culture Like other media companies, MTV Networks has expanded its operations globally, launching derivatives of MTV, including MTV Europe, MTV Asia, and MTV Latino, in other countries and regions. This international expansion of MTV's services raises perennial concerns about U.S. cultural influence abroad since MTV's programs mostly play artists from the United States and the United Kingdom, often giving scant attention to indigenous music and only showing local artists if they mimic American-style rock. This chapter examines the history, operations, and programming of MTV's various international services, giving special attention to the proportion of regional and foreign music presented. MTV's strategies in its overseas operations are reviewed, most notably its attempt to foster and exploit an international youth culture. MTV hopes to shape a global audience of young people that will be sought by transnational advertisers wanting to reach this group. Finally, alternatives to MTV are explored like Canada's MuchMusic, which attempts to preserve the country's indigenous music.Corporate Incentives to Develop International MarketsMTVN's launch of music program services in other countries is the company's most extensive attempt to develop ancillary markets related to the original American MTV. Tom Freston, the president of MTV Networks, stresses the importance of MTV's international expansion, saying, "Our goal is to be in every home in the world."1 MTV Networks also has ambitious plans to export versions of MTV's sister services VH-1 and Nickelodeon to other countries. This expansion exemplifies the natural tendency for U.S. companies with media interests to expand to other countries after the U.S. market has been saturated, relying more on foreign markets for future growth. International operations often account for more than 50 percent of total revenues of media conglomerates.

2.2.MTV Generation The MTV Generation refers to youth of the late 20th and early 21st centuries, a time when many were influenced by the MTV television channel. The term is sometimes used synonymously with Generation X. The origin of the phrase has been attributed to the MTV Network itself "to describe the teenagers that dominate their ratings". The phrase came into general use more than two years after the cable network's 1981 debut. One observer notes that "By 1984, MTV was reaching 1.2 percent of the daily television audience, and more than a quarter of daily teen viewers. Children of the eighties would henceforth be known as 'the MTV Generation.' As early as its October 13, 1984 issue, Billboard Magazine was using the term in reference to musical preferences. The phrase was later expanded to include the purchasing choices of a generation of consumers, with the J. Walter Thompson advertising agency describing the demographic in a 1985 presentation entitled "The New American Consumers", with one business columnist noting that "We baby boomers are raising what J. Walter calls the MTV Generation and these 12 to 19 year olds are unbelievably affluent..." Bret Easton Ellis was called the "voice of the MTV generation" as early as 1985, after the publication of his first novel, Less Than Zero. MTV broadcast a documentary titled MTV Generation in 1991. Reviewing it, the New York Times described the group as "young adults struggling to establish a cultural niche for themselves, something that will distinguish them from the hippies and baby boomers and yuppies of times past." The documentary depicts the MTV Generation as characterised by cynicism, uncertainty, and an ability to process information quickly, and focusing on diversions and retro interests. "Much has been written about the so-called "baby buster" generation--the fairly anonymous group of 20ish young adults struggling to separate themselves from the shadow of the baby boomers ... The group's newest moniker, "the MTV generation," might be the most accurate description yet. For while much has been made about the generation's lack of a single unifying theme or experience, its members seem to have one thing in common: music videos." In 1991, author Douglas Coupland said of the label: "MTV would like to have us believe that everyone in their 20s is the MTV Generation. That's like going through life with a big product placement tattooed on your head, as if they're the only cultural influence on the entire planet."

3.The most important moments in MTV history01.August 1981-In the beginning-MTV sings on with its fist video the symbolically charged video Video Killed the Radio Star by the Buggles.Instead of disc jockeys it features video jockeys or VJs ,the first of it which include Nina Blackwood,Mark Goodman,Alan Hunter,J.J.Jackson and Martha Quinn.

02.Dec 1983-Thriller-Michael Jacksons 14-minute Thriller video is unleashed.The John-Landis directed short-film,which incorporates dialogue,film music and guest appearances ,proves huge influential,expanding the concept of music videos.

14 sept 1984-Video Music Awards-MTV airs its first-ever Video Music Awards ,which helps launch a then up-aand-coming Madonna to superstardom.The singer performs a provocative rendition of Like a Virgin,which ends with her rolling around the stage in the weeding gown.

13 iul 1985-Live Aid-The Live Aid benefit concerts are staged with MTV airing 17 hours of programming from two stadium on two different continents.

21 ian 1990-Unplugged-The Unplugged acoustic music series makes its first appearance and featured Squeeze,Syd Straw and Elliot Easton.Artists who later appeared on the show included Nirvana,Eric Clapton,Mariah Carey,Sting and Bruce Springsteen in an intimate setting.

04 sept 1998-TRL-MTV premiers Total Request Live,an interactive request program featuring Carson Daly as the host.It runs for 10 years.

05 mar 2002-The Osbournes-The Osbournes appears on MTV ,both amusing and bewildering viewers with its look into patriarch Ozzy Osbournes eccentric rock nroll family.The show later receives a Primetime Emmy for outstanding non-fiction program.

01 aug 2011-Happy Anniversary!-Starting July 3- at 6 a.m. VH1 Classic will air a three-day tribute to MTVs birthday.The program will re-air MTVS first original hour of programming on July 31 at midnight and wrap up Monday,Aug 1,at midnight.3.1. 10 Classic Moments in MTV History 10.The Material Girl-From her excessively accessorized fingerless gloves and bracelets 80s look to the Since when is she British? And whats Kabbala? 90s image to the Holy cats, have you seen her arms? We should all hope to look that good at 50. gym-toning of the 00s, Madge has inspired many a trend. My personal favorite was the short-haired Open Your Heart/Papa Dont Preach/Cherish Madonna, but for the definitive look, we have to travel back to the 1984 Video Music Awards. There, atop a giant wedding cake and clad in a skimpy bridal gown, she sang Like a Virgin, inspiring countless Quentin Tarantino monologues and establishing herself as an MTV fixture.(PIC 3)

9. The King of Pop-Perhaps more than any other artist in the early years of the network, Michael Jackson and MTV had an intensely symbiotic relationship. Prior to Jacksons arrival, the networks lineup was, frankly, white. R&B had virtually no representation, and raps sole inroad was Blondies Rapture. That changed dramatically with Thriller. Videos for Beat It and Billie Jean entered heavy rotation, and Jackson fans flocked to MTV in droves. The peak of the Thriller phenomenon was the video debut of the albums title track. On December 2, 1983, MTV premiered the 14-minute-long, Romero-inspired Thriller. With outstanding choreography, makeup effects by Rick Baker, and direction by John Landis, Thriller has been called the greatest video of all time. And it put MTV on the pop culture map.

8. The Specialty Shows-In 1986 MTV launched the first of its genre programs, 120 Minutes. Hosted by Dave Kendall and featuring the top acts in new wave, goth, punk, industrial, and the emerging alternative genre, 120 Minutes provided a showcase for bands that, outside of college radio, had limited exposure in the United States. The following year, heavy metal was given similar treatment with the debut of Headbangers Ball, and 1988 saw the premiere of Yo! MTV Raps. Hosts Ed Lover and Doctor Dre (no, not that Dr. Dre) brought hip-hop to mainstream America, a factor that helped contribute to the explosion in that genres popularity in the 90s and beyond.

7. The Performance-In 1989 MTV launched its Unplugged concert series. Featuring a live audience and few, if any, amplified instruments, Unplugged was intended to bring the audience closer to the artist, presenting music in a more stripped down or raw form. At no time was that mission more successful than in November 1993, when Nirvana took the stage. While other Unplugged shows were little more than an acoustic journey through a bands greatest hits, Nirvanas set list included seldom heard album tracks and relatively obscure covers. The program closed with a reinterpretation of Leadbellys classic murder ballad Where Did You Sleep Last Night? On its own, the performance was uniquely compelling, showing a band at the height of its creative power. When Nirvana front man Kurt Cobain committed suicide just months after the show was broadcast, it became a snapshot of the final days of a supremely gifted, but tortured, artist. 6. The Question-As the 1992 presidential election approached, MTV launched its Choose or Lose campaign to promote voter registration among young people. This signaled a new era of political involvement for the network, one that continued (albeit in far reduced capacity) until fairly recently. In 1994 MTV hosted a town hall meeting with President Bill Clinton to discuss issues that directly affected young people. While many of the audience members posed questions about youth violence or the then-pending national crime bill, one chose to make things a bit more personal. Boxers or briefs? Briefs, in case you were curious.

5. The Kiss-One label that had never been applied to the King of Pop was normal. His outsize personality incorporated a personal amusement park, a pet chimp named Bubbles, and a string of accusations involving inappropriate relations with children. So when he married Lisa Marie Presley (daughter of the King himself) in 1994, it seemed as if the relationship must be another example of Michael being Michael. The pair appeared hand-in-hand at the 1994 Video Music Awards, and were greeted with a standing ovation. Jackson quipped Nobody thought this would last, before embracing Presley for a lingering kiss. They were divorced two years later, but it made for great television.

4. The Achiever-In 1992 MTV created the MTV Movie Awards, a tongue-in-cheek awards show that recognized cinematic achievement in such fields as best action sequence, best sandwich in a movie, and most desirable female. Alongside such legitimate categories, the Movie Awards also honored lifetime achievement. Intended as little more than a gag, the award was conferred to such screen idols as Godzilla and Chewbacca (the award took the form of a medal, to correct the glaring omission of one being conferred upon Chewie at the end of Star Wars). But in 1998, MTV chose to select Clint Howard. Best known as the younger brother of Ron Howard, the character actor was immediately recognizable as You know, that guy in a host of movies (more than 200 at the current count). The jaw-dropping pride and graciousness with which Howard accepted the award left the audience a bit humbled, but it all worked out for the best. MTV retired the award (because, really, how could it top itself) and Howards career got a huge boost, as he entered the realm of actors (such as Bill Murray and Christopher Walken) whose presence in a film virtually guaranteed a certain measure of campy, self-aware brilliance.

3. The Other Kiss-At the 2003 Video Music Awards, Britney Spears and Christina Aguilera took the stage to re-create the classic Like a Virgin performance (complete with the cake and bridal gowns). Halfway through the number, Madonna (in a grooms tuxedo) appeared at the top of the cake and launched into, well, were post Ray of Light here, so its not a song that many would remember anywayespecially given what came next. The trio engaged in a sultry dance routine that culminated with Madonna leaning in to kiss both Britney and Christina. And thats as far as anyone ever gets when watching the video, which means that they miss out on a fantastic, high-energy performance by Missy Elliott thats part of the same number.

2. The Best Video of All Time-You knew that Kanye had to make the list. Its not every day that ones name becomes a verb for an ill-advised attempt to seize the spotlight, and Mr. West certainly made the most of his moment (not to mention the subsequent hilarity that was his Twitter feed). When it was revealed that country songstress Taylor Swift had captured the award for best female video, Kanye rushed the stage, interrupting Swifts acceptance speech, to declare that Beyonc had one of the best videos of all time. Beyonc, to her credit, was horrified by the display, and later invited Swift onstage to finish her speech. Kanye didnt do too badly for himself in the aftermath. The strange trip that was 2009 proved to be a crucial element in the creation of My Beautiful Dark Twisted Fantasy, one of the best albums of 2010. 1. The Meat Dress-When blurring the line between pop singer and performance artist is ones stock-in-trade, the outrageous becomes the routine. Such is the case for one Stefani Germanotta, better known to the world as Lady Gaga. Whether arriving at events encased in a giant egg, or greeting Queen Elizabeth II attired as a member of the Red Queens entourage from Wonderland, Gagas fashion statements sometimes spoke louder than her music. Which is not to diminish the music in any wayif MTV were still playing videos, Bad Romance would have jump-started the channel. It was for just that song that Gaga appeared at the 2010 Video Music Awards attired completely in meat. From head to toe, her hat, dress, and shoes were made of Argentinian beef. The meat dress perfectly captured the spirit of Gaga, and it was placed in the Rock and Roll Hall of Fame in 2011 (Gaga herself will not be eligible for induction until 2033).

3.2. The Billie Jean moment Music video A male is shown standing in a bent down position on his toes on top of an illuminated tile. He is wearing a black jacket and pants with white shoes and a pink shirt. Behind the male a grey narrow path can be seen as well as buildings in the far background.(PIC.1) Jackson landing on his toes and illuminating a tile in the music video for "Billie Jean". The short film for Michael Jackson's "Billie Jean" is considered the video that brought MTV, until then a fairly new and unknown music channel, into mainstream attention. It was one of the first videos by a black artist to be aired regularly by the channel, as the network's executives felt black music wasn't "rock" enough. Directed by Steve Barron, the video shows a photographer who follows Jackson. The paparazzo never catches the singer, and when photographed Jackson fails to materialize on the developed picture. The entertainer dances his way to Billie Jean's hotel room and as he walks along a sidewalk, each tile lights up at his touch. After he performs a quick spin, Jackson jumps and lands, freeze framed, on his toes. Upon arrival at the hotel, Jackson climbs the staircase to Billie Jean's room. Each step lights up as he touches it and a burnt out "Hotel" sign illuminates as he passes. The paparazzo then arrives at the scene and watches as Jackson vanishes under the covers of Billie Jean's bed. Trailed by the police, the paparazzo is then arrested for spying on Billie Jean.Jackson sported a new look for the video; Jheri curled hair. Jackson's clothes, a black leather suit with a pink shirt and a red bow tie, were copied by children around the US. Imitation became so severe that, despite pupil protests, Bound Brook High School banned students from wearing a single white glove like Jackson had on during the performance of "Billie Jean" at Motown 25: Yesterday, Today, Forever. Walter Yetnikoff, the president of Jackson's record label CBS, approached MTV to play the "Billie Jean" video. He became enraged when MTV refused to play the video, and threatened to go public with MTV's stance on black musicians. "I said to MTV, 'I'm pulling everything we have off the air, all our product. I'm not going to give you any more videos. And I'm going to go public and fucking tell them about the fact you don't want to play music by a black guy.'"MTV relented and played the "Billie Jean" video in heavy rotation along with Prince's "Little Red Corvette".After the video was aired, Thriller went on to sell an additional 10 million copies.The short film was inducted into the Music Video Producers Hall of Fame in 1992.In a 2005 poll of 31 pop stars, video directors, agents and journalists conducted by telecommunications company 3, the music video was ranked fifth in their "Top 20 Music Videos Ever".The video was also ranked as the 35th greatest music video in a list compiled by MTV and TV Guide at the millennium.The music video is featured on the DVDs Video Greatest Hits HIStory, Number Ones, on the bonus DVD of Thriller 25 and Michael Jackson's Vision.

4.Image and brandingOriginal logos and IDs The MTV logo was designed in 1981 by Manhattan Design, a collective formed by Frank Olinsky,Pat Gorman and Patty Rogoff, under the guidance of MTV's original creative director, Fred Seibert. The 'M' was sketched by Rogoff, with the 'TV' spray painted by Olinksky. Throughout MTV's early days, the channel's main logo was a large yellow "M" with red letters "TV," but unlike most networks' logos, the MTV logo constantly morphed and adapted with different colors, patterns and images filling in the large block letter. The very first moments of MTV featured an adaptation of the first landing on the moon, directly from NASA still images (a concept of Seibert's, executed by Buzz Potamkin and Perpetual Motion Pictures). After the "moon landing," as well as the top of every hour until at least the mid-1980s (which ran "more than 15,000" times each year, according to Seibert), featured a rapidly changing network ID logo that changed its appearance several times per second. The only constant aspects of MTV's logo at the time were its general shape and proportions; everything else was dynamic.(PIC 2) The channel's "I want my MTV!" image and branding campaign was launched in 1982. The media strategy and creative executions were developed by George Lois, based on a cereal commercial from the 1950s, "I want my Maypo!" that George created.Over the years the campaign featured known artists and celebrities including Pete 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 Elliot, Stevie Nicks, Rick Springfield and Mick Jagger interacting with the MTV logo on-air, encouraging viewers to call their cable or satellite providers and request that MTV be added to their local channel lineups. Eventually, the slogan became so ubiquitous it became incorporated as a sung (by Sting) lyric in the Mark Knopfler penned Dire Straits' record "Money for Nothing."1990s and 2000s updates Once MTV's original morphing logo had run its course, the channel began to use a solid color white logo that was otherwise the same as the original. During the late 1990s and early 2000s, MTV updated its on-air appearance at the beginning of every year and again 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. At this time, MTV introduced a static, single-color digital on-screen graphic during all of its other programming. 2010 rebranding- Since the premiere of the short-lived FNMTV in 2008, MTV has used a revised, chopped version of its traditional logo during most of its on-air programming. This new logo was finalized and formally became MTV's official brand mark on February 8, 2010, when it debuted on MTV's website. The channel's long-running official tagline "Music Television" was officially dropped at this time.The revised logo is largely the same as MTV's original logo, but it excludes the "Music Television" caption, the bottom section of the "M" block letter, and the trailing letter "V" that branched off to the side of the original logo.However, much like the ever-changing patterns that filled MTV's original 1981 logo, the new 2010 logo is designed to be filled in with an unlimited variety of pictures and images. It is used worldwide, but not in all countries. It was first adopted for MTV Films with the 2010 release Jackass 3D. MTV's rebranding was overseen by Popkern.

5. Recent music programs (2009present)MTV again resurrected the long-running series MTV Unplugged in 2009 with performances from acts such as Adele and Paramore. However, unlike past Unplugged specials, these new recordings usually only aired in their entirety on MTV's website, MTV.com. Nevertheless, short clips of the specials are shown on MTV during the AMTV block of music videos in the early morning hours. On June 12, 2011, MTV aired a traditional television premiere of a new installment of MTV Unplugged instead of a web debut. The featured artist was rapper Lil Wayne and the show debuted both on MTV and MTV2. The channel followed up with a similar television premiere of MTV Unplugged with Florence and the Machine on April 8, 2012. MTV launched 10 on Top in May 2010, a weekly program airing on Saturdays and hosted by Lenay Dunn, that counts down the top 10 most trending and talked about topics of the week (generally focused on entertainment). Dunn also appeared in segments between MTV's shows throughout the day as a recognizable personality and face of the channel in the absence of traditional VJs aside from its MTV News correspondents. The animated series Beavis and Butt-head returned to MTV in October 2011 with new episodes. As with the original version of the series that ran from 1993 to 1997, the modern-day Beavis and Butt-head features segments in which its main characters watch and criticize music videos Sometime in 2012, MTV debuted Clubland, which previously existed as an hour of EDM videos during the AMTV video block. The show has no host, but most editorial content is pushed online by the show's Tumblr and other social media outlets like Facebook and Twitter. The show, which leads off the channel's music video programming during the early morning hours on Tuesdays through Thursdays and also airs on MTV Hits, was hosted by DJ Hardwell on July 5, 2012, but 'Clubland remains hostless and as a source the best new and old EDM tracks. MTV launched a new talk show based on hip hop music on April 12, 2012, called Hip Hop POV, hosted by Amanda Seales, Bu Thiam, Charlamagne, Devi Dev, and Sowmya Krishnamurthy. The show featured hosted commentary on the headlines in hip hop culture, providing opinions on new music, granting insider access to major events, and including artist interviews. Hip Hip POV lasted several episodes before going on hiatus. The show was supposed to return in Fall 2012, but was moved to MTV2 instead, where it was rebranded and merged with Sucker Free Countdown. The new show debuted as The Week in Jams on October 28, 2012.MTV launched a live talk show, It's On with Alexa Chung, on June 15, 2009. The host of the program, Alexa Chung, was described as a "younger, more Web 2.0" version of Jimmy Fallon. Although it was filmed in the same Times Square studio where TRL used to be broadcast, the network stated that "the only thing the two shows have in common is the studio location."It's On was cancelled in December of the same year, which again eliminated the only live in-studio programming from MTV's schedule, just one year after TRL was also cancelled. Shortly after Michael Jackson died on June 25, 2009, the channel aired several hours of Jackson's music videos, accompanied by live news specials featuring reactions from MTV personalities and other celebrities.The temporary shift in MTV's programming culminated the following week with the channel's live coverage of Jackson's memorial service. MTV aired similar one-hour live specials with music videos and news updates following the death of Whitney Houston on February 11, 2012, and the death of Adam Yauch of the Beastie Boys on May 4, 2012. The channel tried its hand again at live programming with the premiere of a half-hour program called The Seven in September 2010. The program counted down seven entertainment-related stories of interest to viewers (and included some interview segments among them), having aired weekdays at 5 p.m. with a weekend wrap-up at 10 am. ET. Shortly after its debut, the show was slightly retooled as it dropped co-host Julia Alexander but kept fellow co-host Kevin Manno; the Saturday recap show was eliminated as well. The Seven was cancelled on June 13, 2011. Manno's only assignment at MTV post-Seven was conducting an interview with a band which only aired on MTV.com. Manno is no longer employed with MTV and has since appeared as an occasional correspondent on the LXTV-produced NBC series 1st Look. Presently, MTV airs sporadic live specials called MTV First. The short program, produced by MTV News, debuted in early 2011 and continues to air typically once every couple of weeks on any given weekday. The specials usually begin at 7:53 pm. ET, led by one of MTV News' correspondents who will conduct a live interview with a featured artist or actor who has come to MTV to premiere a music video or movie trailer. MTV starts its next scheduled program at 8:00 pm, while the interview and chat with fans continues on MTV.com for another 30 to 60 minutes. Since its debut in 2011, MTV First has featured high-profile acts such as Lady Gaga, Katy Perry, Usher and Justin Bieber. In the absence of daily live programs such as TRL, It's on with Alexa Chung and The Seven to facilitate such segments, the channel now uses MTV First as its newest approach to present music video premieres and bring viewers from its main televis As MTV expanded, music videos were no longer the centerpiece of its programming. Conventional television shows came to replace the VJ-guided music video programming. Today, MTV presents a wide variety of non-music-related television shows aimed primarily at the 12 to 18-year-old demographic.ion channel to its website for real-time interaction with artists and celebrities.

ConclusionIn conclusion, MTV, Music Television, continues to be a powerful cultural force. As it can be seen throughout this piece of work MTVs evolution and development over several generations of youth has proven more interesting than its immediate impacts on popular music, visual style, and culture. What MTV Networks did was to incorporate into its programming the imagined global thereby naturalizing discourses of struggle between the global and the local through an overlay of localization. To put it another way, by re-organizing its programming to provide local hooks into global culture, MTV Networks was able to coopt the local imagination of its place within the global.What caused MTV to begin moving towards live and reality programming was the need to capture audiences for longer periods of time than music videos would permit.This shift coincided with the rise of the talk format in radio. In both instances programmers sought to hold audiences for longer periods of time than was typical in a format that relied on the three minute long pop song to sustain interest. In the case of MTV the result was a move toward a more traditional television genre consisting largely of half-hour long programs, and also toward audience participation.So, MTV is a global brand that can be marketed, and used for marketing,irrespective of the content and type of music programmed, indeed irrespective of music videos. As time passed what had once been the pre-eminent medium for the broadcast of music videos became the pre-eminent medium for reality TV.

REFERENCESJack Banks, Monopoly Television:MTV's Quest to Control the Music, Boulder: Westview Press, 1996,page.89.Critical Studies in Media Communication,Vol. 22, No. 1, March 2005, pp. 8388CSMC-MTV.pdf,< http://stevejones.me/>,online, accessed April 29 th 2015Birth of an MTV Nation.,< http://www.vanityfair.com/>,online, accessed April 29 th 2015MTV, ,accessed April 27th 2015

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