"I heard you on the wireless back in '52..."
In the first few moments of the MTV's launch 41 years ago today, we were greeted with those words courtesy of The Buggles and their prophetic "Video Killed the Radio Star", the very first video shown on MTV. Then, for the next ten years, we watched as the fledgling channel expertly polished, refined and improved its brand, content and image. Along the way, the 24-hour music channel became the single most significant television experience for Generation X, which at the time comprised the most important segment of America's youth. But by the early 90's MTV faced a difficult decision -- one that would completely redefine its identity and alter its pop culture legacy. Here's the story of how MTV came to that crossroads and the path it ultimately chose.
The truth is that MTV arrived with little fanfare back on that first day of August, 1981. It was a simpler time for Americans in terms of our ability to keep ourselves entertained without benefit of personal computers (coincidentally introduced by IBM just a few days later), Sony Playstations, or even VCRs. Indeed, as hard as it is to believe, this was a time when the majority of Americans were also limited to three network channels, a few local stations and PBS. Cable television changed all that. Originally intended for populations living in mountainous and remote locations, cable TV was, by the early 80’s, quickly spreading to both urban areas and their surrounding suburbs. Most Americans at the time had barely even heard of MTV. The channel was largely considered to be just another basic cable station with novelty programming that could best be described as "pop or rock music songs typically set to creative visuals or the artist's live performance."
It was tough going at first. Operating on a shoestring budget, with only five on-air personalities and a handful of production people and executives, MTV struggled its first two years but somehow still found its audience – high schoolers and college age young adults. What MTV offered back then is very similar to what Napster would provide a little less than two decades later, that is, a fresh new way to source and experience music. The record industry was floundering, coming off of some of their worst sales years ever. The glory days of the 70’s when everyone was eager to run out and buy the latest LPs by Peter Frampton, Fleetwood Mac, The Eagles, Styx and Heart were over. Disco, and to a lesser extend AOR, were dying slow deaths. New musical genres (punk, new wave, rap) were emerging and what’s more, many of these new styles were, in one way or another, actively discouraging record sales. Early rap records, for example, were often recorded on tape and sold out of the trunks of cars in the artists' local neighborhoods. Many of the most popular punk artists were either British and/or their recordings were not as readily available as other artists. The time was just right for MTV to enter, establish some common ground, and offer an exciting new platform of content for a wide range of music listeners. Despite having little more than a hundred videos to begin with, the idea of “seeing the music” was so appealing to viewers that “Hey, did you see so and so’s new video?” soon became a common question on high school and college campuses. Clearly, it had a lot to do with the fact that at the time, outside of a concert venue, there was no opportunity to experience your favorite music artists visually. The ability to view your favorite performer singing their latest hit but also have it presented in a stimulating and creative way was one of the most innovative developments in music since the invention of phonograph.
"Lying awake intent on tuning in on you..."
MTV’s popularity grew rapidly, thanks in part to the fact that the channel came about at virtually the same time as two other innovations in the music/recording industry – the Walkman and the compact disc. Sony debuted its portable personal cassette player in 1979 and by 1982 (MTV’s second year) had perfected its design and was on its way to selling over 100 million units. Just about the same time (1982) the compact disc was introduced and was soon recognized for offering superior sound quality and being the music format of the future. The CD and the Walkman led to tremendous growth in music sales throughout the decade (see chart below) and increased interest in popular music in general.
MTV can also take credit for another music industry trend of the 80’s. The channel can take sole responsibility for breaking a number of iconic British artists here in the states, the result being something akin to a second British Invasion. Out of necessity (rather than some visionary decision making) the first two years of MTV saw a flood of English artists receiving heavy rotation on the channel -- mainly because, initially, Brits were the main ones making music videos. Going back to the mid 70's, when artists like Queen and David Bowie experimented with the music video, English artists had always gravitated towards the medium. As a result, they were the ones ready when MTV came looking for content. Enduring artists like The Police, Eurythmics, Billy Idol and Duran Duran owe their careers to MTV, and one hit wonders and lesser artists like Naked Eyes ("Always Something There to Remind Me"), Spandau Ballet ("True") and Adam Ant ("Goody Two Shoes", "Strip") experienced their brief stints at the top courtesy of the channel.
Not to say that English artists were the only ones benefiting in those early days. American artists scrambled to take advantage of the new outlet MTV provided and early videos by Cindy Lauper, The Cars and The Go-Go's, among others were MTV staples. At the time, it was a great example of a symbiotic relationship: artists make videos that get played on MTV; more people watch the channel to see the video, thereby giving the single/album more exposure and increasing sales; and finally, more people watching MTV meant more advertising dollars for the network. Everybody was happy.
Over the years, MTV got its legs, matured and perfected the art of shameless self-promotion. Segments like "MTV News", the “I want my MTV” promos, and the MTV Video Awards (introduced in 1984) combined with the cooperation of the major record labels in providing not only content, but also access to their artists, helped MTV put an indelible stamp on the 80’s. In the process, MTV both capitalized on and helped perpetuate all of the decade’s biggest music trends, including the Michael Jackson and New Kids on the Block phenomenons, the emergence of rap/hip-hop, and the popularity of “pop metal” bands like Bon Jovi, Whitesnake and Poison.
All the while, MTV’s programming became more and more diverse -- yet always stayed true to it’s acronym: Music Television. New shows and specials began to appear: The Top 10 Video Countdown (1984), Club MTV (1987), a series of “rockumentaries”, Yo, MTV Raps (1988), The Grind and the groundbreaking MTV Unplugged (1989) evidenced the fact that it was still all about the music.
MTV hit its peak in the early 90’s – right around the time the original MTV-generation stopped watching regularly. It wasn’t that they were no longer interested, it was just that after college, and as they neared our mid-20's, they were cornered by careers and responsibility, Suddenly, checking out the new Guns N' Roses video wasn’t as important as getting up for work the next day. MTV brass likely took notice of a dip in ratings and tried to formulate a response to what was then, the first decline in viewing since the channel’s inception.
The result was an excessive (and in many ways unwarranted) revamping of MTV’s programming. Back in the 80’s, MTV had begun supplementing its video programming with reruns of The Monkees, animated series like Speed Racer and the old Beatles and Jackson 5 cartoons, spring break coverage from Florida, and their first original regular series, the game show Remote Control. Then suddenly, as the nineties rolled in, more new shows began to appear (among them, House of Style, The State, and additional game shows like Singled Out) -- all of which had nothing to do with music.
MTV further pushed its programming envelope with the animated anthology Liquid Television, which launched Mike Judge's Beavis and Butthead and provided a showcase for other independent animated productions, including the cult classic, Æon Flux. Equally innovative and groundbreaking was MTV's 1992 documentary series The Real World, which doesn't get nearly enough credit for being the first reality show of its type since An American Family aired on PBS in the 70's.
Make no mistake, this was the beginning. Fair warning had been given: MTV was in the process of casting aside Generation X -- the generation that had watched so religiously and made the network a success. MTV would soon belong to Gen Y (and not long after, Millenials.)
This clip from The Simpsons satirizes MTV's marketing approach toward programming.
Many faithful MTV viewers tried their best to roll with the changes, figuring these new shows might provide an acceptable break from MTV's video dominant format, despite being wholly inappropriate for a channel called "Music Television". And while the aforementioned The Real World and a few other shows proved to be popular and lasting, many others, like Dead at 21, were poorly received and short-lived (no pun intended.)
Perhaps it was the distraction offered by home video and the new DVD format. Maybe it was the explosion of the internet and home gaming systems like the Sony Playstation (introduced in 1994.) It might have been the meddling corporate influence of Viacom -- the multi-billion dollar entertainment conglomerate that purchased MTV in 1985 -- or maybe MTV simply went as far as it could with its all-music format. Whatever the reason, as we entered the early 2000's, MTV made its choice to consciously and permanently change its identity. Music videos would need to give way (almost entirely) to alternative programming.
More new shows appeared that had even less to do with music: Celebrity Death Match, Cribs, Undressed at Eight, The Blame Game, and Laguna Beach: The Real Orange County to name a few. Moreover, in efforts to emulate the success of network TV hits Survivor and Big Brother (which both aired on CBS, another Viacom property) reality TV like Newlyweds: Nick and Jessica, The Osbournes and Punk'd would become cornerstones of a new MTV seeking to remake itself as a full-blown network, with original series, specials, game shows, the entire gamut. Music content would be limited and decidedly aimed at a twenty-and-under demographic, which meant an abundance of Britney, Christina, Mandy Moore, Jessica Simpson and boy bands NSYNC and Backstreet Boys. "Mature" artists -- Madonna, Prince, Hall & Oates, Janet Jackson and others -- who had built the network during the 80's were relegated to MTV's sister channels MTV2 and VH1. (Ironically, both of those channels would soon follow the same course as the original MTV, shifting their focus from music to mostly lifestyle and reality programming, reruns of acquired sitcoms, with only daily blocks of videos, typically shown very late night or early morning.) Total Request Live began its remarkable run around this time. One of MTV's few remaining music-oriented shows, TRL spotlighted pop and hip-hop videos (introduced by teenage "woo-girls" screaming shout-outs at the top of their lungs.) Before long the "new MTV" was fully formed and the remainder of its programming came to be dominated by inane "semi-reality" shows like Jackass, Road Rules, Pimp My Ride, Date My Mom, and Lovelines. By 2010, MTV ended the charade and officially dropped the words "music television" from its logo and channel description. "MTV" was now simply a name.
"If I was young it didn't stop you coming through..."
Abandoning music for reality programming... Forsaking older generations in pursuit of younger/teen audiences... Were these smart decisions? Financially speaking, the answer is almost, "Definitely yes." Business-wise, it's always smart to cater to the demographics from which the money is coming. It became clear that this was in fact the case as early as the mid-90's. That's when businesses of all types had begun marketing to kids.
With the passing of the 1980's, young people -- who until that point had been barely tolerated (mostly seen and not heard) -- started to gain more and more influence over their parents, and in turn, those parents' dollars...
How so?... Let's rewind.
Throughout the 90's, the U.S. economy was strong. Indeed, between 1993 and 2000, the United States exhibited the best economic performance of the past three decades. Unemployment was down; the stock market was up; and the personal saving rate was plummeting. In short, people had money, were willing to spend it, and (when it came to parents) their children were often the beneficiaries.
Businesses of all types recognized an opportunity. Restaurants and hotels remade themselves as "kid friendly." The MGM Grand and other Las Vegas hotels spent millions on amusement parks and other family-oriented attractions. Suburban malls (traditionally the gathering place for high schoolers and pre-teens) added youth retailers like Hot Topic and Tilly's. Disney, after the massive success of their new animated features The Little Mermaid and Beauty and the Beast, continued to crank out their G-rated fare -- and then merchandised the hell out of it.
So with pleasing the kids now a priority -- not just for their helicopter parents, but for all of society -- Viacom (like Disney) began tweaking the marketing strategies of its entertainment properties. MTV was first on the list and its programming was radically adjusted to appeal to an even younger demo than when the channel first launched. Such a change, execs figured, would attract their sought after youthful audience and the avalanche of advertisers looking to tap into that market.
"In my mind and in my car, we can't rewind, we've gone too far."
And so it was, and so it continues. Each generation (or half generation) of MTV viewers is now aggressively marketed to and indulged before they (and the content they love) get unceremoniously discarded. Right now, it's all about targeting Gen Z, whose constituents (almost poetically) are very often the sons and daughters of those teenagers who made MTV what it was back in 1981.
Difficult as it is to face and sad as it may be, it can be no other way. Though they once were close and had great affection for each other, in time Wendy Darling had to grow up... and Peter Pan remains forever young.
