Whatever happened to MTV?
MTV logo courtesy of Paramount Media Networks
There was a time when MTV was at the forefront of the newest music videos and cutting-edge programming that made it one of the highest-rated channels in the States. It was the pioneer when it came to the format of having a channel dedicated primarily to playing music videos, concerts, specials, and any other music-related programs that would make it the go-to resource for that kind of entertainment.
To be clear, I am not talking about MTV Asia or any other version of it, but the OG one, the first one and the one music channel that started it all, because without MTV, there would be no VH1, Channel V, MYX, Much Music, Fuse, and many others over the decades that have copied the formula of MTV. It took the initiative; it took the risk, and it rightfully should be the one to be praised for their groundbreaking innovation. Certainly, MTV made history for being the first of its kind on television, and they will always be remembered for that.
I was fortunate enough to have been able to watch MTV in the States at different times from the late 90s, early 2000s, and mid-2000s, and, wow, the programming it had from ours is worlds apart. While we were more focused on bubble pop, boy bands, girl groups, and anything within the pop genre, the OG one had numerous types of programming to be precise, and it catered to all the major music genres because it knew that its viewers came from different categories, age groups, and, most of all, had various musical tastes. So, it tried to meet all those preferences, and for the longest time (mid-80s to mid-2000s) it successfully did so and was undisputed for it.
Then, things changed; it relied more on syndicated programming, popular shows that did not begin on MTV, and the constant reruns of a few original programs nonstop have made it a shell of its former self. Proof of that, the iconic MTV logo has been cropped from below, omitting the words “Music Television,” so what you have left is the M symbol and nothing more, which is sad because it had one of the most recognizable channel symbols of all time. And when you take away what MTV originally stood for and cut it figuratively from the feet, then you are turning your back away from what got you started in the first place to begin with.
Interestingly, the same way that many used to view certain music channels of the past after MTV rose to prominence as an “oldies” music channel is, ironically, the same way that many in the States view MTV as a channel now, which is more of a relic of the past. Why so? It is because when you have everything within reach at your fingertips via technology, sitting back and watching MTV waiting for your favorite artist or band’s music video to come up has not become worth it.
And that is one of the reasons why their ratings fell off the chart and they had no other choice but to rely on more syndicated programming and constantly showing reruns of the few high-rating original programs, such as ‘Ridiculousness,’ that still bring respectable viewership to them, but good God, they show it almost 24 hours a day. It feels like Groundhog Day every day!
To add to that, to make things much worse, gradually, it took out their original programs that showed music videos; then, it started getting syndicated programming, meaning it was airing popular shows that it did not originally create but were from other networks. More and more, MTV began to lose its identity and grip on itself, and its signature style was becoming monotonous due to predictability, redundancy, and lack of new original programming. Which is sad because there were decades wherein you could clearly differentiate its morning, afternoon, and nighttime programming. Now, that is gone!
To think that this is the same music channel that aired iconic programs and, frankly, game-changing shows like “TRL,” “Jackass,” “The Tom Green Show,” “Beavis and Butt-head,” “The Real World,” and many others. MTV was at the forefront of creating genre-pioneering types of programming. They had everything going for them.They were the go-to channel for these things besides music videos. They were a literal source for creativity, ingenuity, and originality on television. Now, what are they? I do not know anymore to be honest.
It is a relief, though, that they did not take away the VMAs. It is because yearly, MTV had the VMAs, or Video Music Awards, which is still happening up to this point. That is one of the very few key programming staples that they could not do away with or get rid of, because that is their magnum opus, the culmination of everything that happened in a year in music and the artists that had to be honored and given their own “Moonman,” which is the symbolic mascot of MTV and the equivalent of the Oscar in the Academy Awards. MTV had that!
And thankfully, to this day it still is done as a major annual event for MTV. The VMAs were also shown here in the Philippines as far back as I can remember, beginning in the 90s, although, strangely, I would only later find out many years later some segments and performances were edited and not shown on broadcast here. Hmmm… Well, anyway, now we know!
Certainly, the VMAs are MTV’s strongest reminder that times were so different back then when they started; MTV was edgy, it was ahead of its time, it was cool, it was youth-oriented, and most of all, it stayed true to its moniker that it had from all the way back in the mid-80s. Then, things changed by the time the mid-2000s came. The biggest threat that came to MTV, besides Napster years prior, was the creation of YouTube and Spotify. This is where the seismic shifts began, when you could now watch and listen to all your favorite music videos from past to present.
Now, the record label itself and the artists were uploading their music videos on YouTube while Spotify was making the top artists in the world earn millions via the number of their streams, and anyone else could do the same, whether they were indie artists, new bands, or everything in between. Now, the battleground has become fair game, and instead of ratings and viewership, what they could get is millions of views, instant fame, and recognition. With Spotify, the artists now have a platform wherein they can connect with their fans and make a steady income through the monetization of their music.
And this is where MTV took two major blow because the convenience, besides being able to access all these music videos and songs, is unbeatable in that regard, and being able to watch and listen to them from your smartphone, tablet, laptop, Smart TV, and so on put MTV in a weak position because no longer were they the source, and they became dated and defeated by advancements.
On the MTV channel itself, currently, all you have are mostly non-stop episodes of ‘Ridiculousness’ being shown hour after hour after hour and the occasional movie being thrown in, but that is about it. I mean, it is simply ridiculous to show only one program, one type of show, and do that endlessly for an entire week with little breaks in between. I mean, what the **** is that, right? Well, anyway, if you want to watch actual music videos, you have to go and watch its other lesser known sister networks, but to move out your music videos entirely, is a big head-scratcher for me and something that will never make complete sense at all.
Even when they entered streaming, they had selected classic programs to appear on websites that offered free streaming; it still was not enough to turn back the tide, to return to their glory years, and to bring back the ratings on any of their television channels because they practically do not air any music anymore. Besides that obvious reason, the harsh truth is, technology and time simply caught up with MTV, and that is the way it is. That is the reality of their situation.
MTV has now become more of a historical lesson to teach anyone who wants to understand how to create a 24/7 music channel, how it functions, and its effect as a result on television and entertainment in general, and nothing more, beside the VMAs being a yearly celebration.
All in all, what happened to MTV? Is its rise and fall.
