Recognising Bias in the Media
01 Apr 21
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Categories: Media and Photography, Undergradute
As MTV gets ready to celebrate 40 years in the business, we take a look back at the highlights, the low moments, and question whether MTV can survive another 40 years.
MTV was launched on the 1st of August, 1981, and it has gone through many changes since then. Originally, the channel aired music videos and related programming guided by video jockeys, i.e. an announcer who introduces live music performances and music videos. As the years have progressed, MTV has toned down its focus on music and placed heavy emphasis on reality programming for young adults and teenagers.
Video Killed the Radio Star
The first music video to be played on MTV was ‘Video Killed the Radio Star’ by Buggles, which was then followed by ‘You Better Run’ by Pat Benatar. On occasion, the screen would turn black when an MTV employee inserted a tape in the VCR. How times have changed! It did not stop MTV from being a massive hit, though. With just two months, record stores with MTV available were selling music that was not being played on local radio stations, such as the Human League and Bow Wow Wow (not to be confused with the rapper Bow Wow!).
However, all good things must come to an end, and music videos eventually started to decline. In fact, between 1995 and 2000, MTV played 36.5 per cent fewer music videos than previously. At the time, Van Toeffler, the president of MTV stated that it was time for the company to reinvent themselves to a contemporary audience, as the novelty of music videos had worn off.
Reality TV finds its home
MTV made the wise move to bring in a whole host of original reality TV shows. Some of you may remember the likes of The Osbournes, a reality TV that followed Ozzy and Sharon Osbourne and their children. Comedic and prank shows, like Punk’d and Jackass, became highly popular, as did game shows like The Challenge.
It’s a transition that’s serving MTV well to this day, with the likes of Jersey Shore, Geordie Shore, and Teen Mom having huge success.
The channel has not been without its criticism, though, as numerous groups have raised issues regarding the perceived negative social influence MTV has on young people, censorship, sensitivity, political correctness, social issues, and programming choices.
So, can MTV survive another 40 years? With some changes, we don’t see why not. With the brand’s willingness to adapt once viewing figures decline, we can see MTV continuing to thrive over the coming years, and this is something you could be a part of by taking a film and television course at the University of Bolton.
Training for a job in film and television
If you want to work at a fast-paced and innovative company like MTV, you need to have the right experience and education beyond you, and that’s exactly what you can expect when taking one of the media courses we have available at the University of Bolton.
Our Film and Media Production course enables you to make the most of professional, HD film equipment, computer facilities with dedicated media software, two studio facilities that are fully-equipped with equipment, screens, and lighting rigs, as well as eight dedicated video edit suites.
From Multimedia Journalism to Communication and Media Studies, we have a great selection of media courses that can help you to carve out your dream career in this field. Plus, our friendly university team will be more than happy to guide you if you need some assistance in choosing the right degree for your future.
Our university has been voted No.1 for Student Satisfaction the past three years and, like MTV, we pride ourselves on our inclusive and friendly environment.
Ready to take your media skills to the next level? Have confidence that the University of Bolton will provide you with all of the practical, theoretical, and real-life experience you need to excel and bag yourself a job at companies like MTV. Find out more at firstname.lastname@example.org.
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