MTV no longer was the only channel that teens could go to and find entertainment.
#What happend to mtv full#
Not only that, but record companies were now demanding royalties from MTV each time it aired full music videos associated with their artists.Īdditionally, more cable channels began to become more available to the public. That’s why TRL would only play those quick clips and then have the artist come on live to sing it in full. Record companies also began demanding that MTV only play and post on their website 30 second clips of newly released videos by the early 2000’s, so internet users wouldn’t steal the entire song before the whole CD was released. This satirical You Tube video of a fake MTV exec pretty much sums up what I mean.
Second, the record companies became frustrated by teens who would go online to get their music and video selections. How often were MTV viewers staying on the channel when a music video came on that they did not care for? Usually, kids would click away after one of their favorite songs was over–so much for that missed Clearasil commercial that was coming up after that song.
#What happend to mtv tv#
So why did they become worthless after a while? Their own audience essentially made the videos useless as the years wore on.įirst, TV advertisers want viewers’ eyes for at least 30 minutes. Music videos drove record sales and concert ticket sales as well. It should be remembered that when MTV first launched in 1981, the music videos they aired were essentially UK promotional videos the record companies commissioned for international use or concert clips from available sources. I asked one of the senior producers why MTV decided to abandon the old format. MTV had already left the 24 hour music format years ago by the late 1980’s and early 1990’s. This was at the height of Carson Daly’s “Total Request Live” and Britney Spears was rocketing up the charts. I started working at MTV as a production assistant in 2000. This was an effort early in MTV’s launch to get teens to demand their cable companies across the country to start carrying the young television network. After all, a ton of Generation X’ers like you and me remember the 1980’s star studded “I want my MTV” campaign. One of the first questions young MTV staffers ask seasoned producers, when they are first hired, is why MTV stopped being a 24 hour music channel.
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