MTV seeks new tune as fortunes dive
Wednesday 11 February 1998
A new programming chief at MTV in America this week shook up the US industry when he ordered 20 programme pilots. His plan is to turn MTV from a music video channel into a teenage lifestyle channel.
The pilot series represent the biggest investment the channel has made in programming and will see comedy, drama and variety shows replace a line-up which has remained largely wall-to-wall videos since it launched. Some of the new programmes will try to breathe life into videos by having an "artist's cut", where a band member is featured on the screen sharing insights on the making of the video. A "videosectomy" show will have panellists analysing the day's most popular videos.
But, despite these efforts, it is acknowledged that the music video's days as a money-maker, let alone as a supposed art form, are over. "Their ratings hit a plateau and have been in steady decline for the last three or four years in the US," says Steve King, a director of Zenith Media Worldwide, the media buying agency.
MTV has recently been forced to enlist rock stars and local teenage activists in places such as Denver to stop cable operators taking the channel off because of falling ratings.
On top of competition from other channels, MTV has suffered because the music industry no longer invests as much in their artists' flights of fantasy. "Music videos have got into a real cul-de-sac," says Steve Redmond, editor of the music industry magazine Fono. "The number of records being released is on the increase and the pressure is there to do a video for every one, so the money for them is getting spread more thinly."
An MTV UK spokeswoman said the channel here, which makes its own shows, has already turned from a music video channel to a music channel that happens to have some videos on it.
- 1 I was a Woman Against Feminism too
- 2 Is Gideon Levy the most hated man in Israel or just the most heroic?
- 3 Chief Ebola doctor in Sierra Leone has contracted the deadly disease himself
- 4 Students offered grants if they tweet pro-Israeli propaganda
- 5 Israel has discovered that it's no longer so easy to get away with murder in the age of social media
Lana Del Rey: 'I have slept with a lot of guys in the industry'
Vladimir Putin employs a full-time food taster to ensure his meals aren't poisoned
Chief Ebola doctor in Sierra Leone has contracted the deadly disease himself
Students offered grants if they tweet pro-Israeli propaganda
Israel-Gaza conflict: Israel may have committed war crimes, says UN human rights chief
Malaysia Airlines MH17 crash: Vladimir Putin is given 'one last chance' to end hostilities in Ukraine
The 'scroungers’ fight back: The welfare claimants battling to alter stereotypes
The truth about conspiracy theories is that some require considering
Malaysia Airlines MH17 crash: Ukrainian military jet was flying close to passenger plane before it was shot down, says Russian officer
Malaysia Airlines MH17 crash: Massive rise in sale of British arms to Russia
Malaysia Airlines MH17 crash: victims’ bodies bundled in black bags and loaded onto trains
£50000 - £60000 per annum + Benefits: Progressive Recruitment: SAP GRC/SECURIT...
Highly Competitive Package: Austen Lloyd: SOUTH COAST - MARINE / SHIPPING Th...
competitive: Progressive Recruitment: I am currently looking for a PERMANENT S...
£35000 - £40000 per annum + competitive: Progressive Recruitment: My client is...