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We Wanted Our MTV - Assignment Example

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In the paper “We Wanted Our MTV” the author looks at music history in the United States. He quickly realizes that television added a new dimension to the industry, becoming an integral tool in the music industry's profit and trends. Bob Horn’s Band Standfirst aired on October 7, 1952…
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We Wanted Our MTV
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Download file to see previous pages Then, in 1981, a television show that completely revolutionized the relationship between music, television and the viewing audience debuted, MTV, short for Music Television (The Guinness Encyclopedia Vol 4 2951).
It began as a show owned by Warner-Amex Television, produced for Nickelodeon by former Monkey’s star Michael Nesmith (Guinness 2951).1 The first video to be aired was “Video Killed the Radio Star (Guinness 2951),” with Buggles. MTV, staffed with five “video jockeys,” or VJs hired from radio and theatre to introduce music videos on its 24-hour cable station featured what was often amateur footage of rock and roll concerts accompanied by VJ commentary (2951). The station used “I Want My MTV,” as its promotional slogan, and it wasn’t long before “I Want My MTV” was heard chimed by adults, teenagers, and even young children. Featuring popular bands of the time like David Bowie, Pat Benetar and Duran Duran, the show’s ratings skyrocketed and gave rise to specialized music cable channels (2951). By 1984, just three years into its run, the show was realizing a six million dollar per year profit (2952).
In 2001, Billboard writer Deborah Russell interviewed Judy McGrath, who began her tenure with MTV at its inception, and was, at the time of the interview, president of MTV Group and chairman of Interactive Music on the history and future of music television (Billboard 2001 Vol 113 p 58). In that interview, McGrath reflects on what reflects on predictions made that “’ Cable is so tacky. MTV will never last (58). Even so, McGrath says, she couldn’t resist the opportunity to be around music, and says that she was attracted to the ground rules – there were none (58). “MTV,” McGrath says, “was home for the college drop-out, the crazed art student, the person who just wanted to argue music (58).” In other words, everyone wanted their MTV. ...Download file to see next pagesRead More
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