MTV
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2008-07-16T22:02:09Z
Okiefromokla
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Reverted edits by [[Special:Contributions/71.179.189.90|71.179.189.90]] to last version by AnOddName (using [[WP:HG|Huggle]])
{{two other uses|the original U.S. music television channel|all of MTV's sister channels in the U.S., and all international MTV channels|List of MTV channels}}
{{Infobox_TV_channel|
name=MTV (Music Television)|
logofile=MTV Logo.svg|
logoalt=|
logosize=150px|
slogan= |
launch=[[August 1]], [[1981]]|
owner= ([[Paramount]]/[[Viacom]])|
headquartersh= {{flagicon|USA}} [[New York City]]|
former names= |
sister names=[[VH1]], [[MTV2]], [[MTV Tr3s]], [[Nickelodeon (TV channel)|Nickelodeon]], [[Spike TV]], [[List of MTV channels|others]]|
web=[http://www.mtv.com MTV.com]|
terr avail=Not Available|
sat serv 1=[[DirecTV]]|
sat chan 1=Channel 331|
sat serv 2=[[Dish Network]]|
sat chan 2=Channel 160|
cable serv 1 = Available on many cable systems|
cable chan 1 = Check local listings for specific channels|
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|}}
{{MTV}}
'''MTV''' ('''Music Television''') is an [[United States|American]] [[cable television]] network based in [[Media of New York City|New York City]]. Launched on [[August 1]], [[1981]], the original purpose of the channel was to play [[music video]]s.<ref>[http://www.cnn.com/SHOWBIZ/Music/9807/31/encore.mtv/index.html CNN - MTV changed the music industry on August 1, 1981 - July 31, 1998<!-- Bot generated title -->]</ref> Today, MTV plays a limited selection of music videos but primarily broadcasts a variety of [[pop culture]], [[youth culture]], and [[reality]] [[television shows]] aimed at [[adolescence|adolescents]] and [[Young adult (psychology)|young adults]].
Since its premiere, MTV has revolutionized the [[music industry]]. Slogans such as "I want my MTV" became embedded in public thought, the concept of the [[Video journalism|VJ]] was popularized, the idea of a dedicated [[video]]-based outlet for music was introduced, and both [[musician|artists]] and [[Fan (person)|fans]] found a central location for [[concert|music events]], [[news]], and [[Promotion (marketing)|promotion]]. MTV has also been referenced countless times by [[musicians]], other [[TV channel]]s and [[TV show|shows]], [[films]] and [[books]].
MTV has spawned a handful of [[List of MTV channels|sister channels in the U.S. and dozens of affiliated international channels]] around the world. MTV's moral influence on young people, including examples of [[censorship]] and [[social activism]] on the channel, has been the subject of debate for years. MTV's choice to focus on non-music programming has also been contested relentlessly, demonstrating the channel's continued impact on [[popular culture]].
==The launch of MTV==
===Previous concepts===
MTV's prehistory began in 1975, when Warner Cable (a division of Warner Communications, and an ancestor of [[WASEC]], Warner Satellite Entertainment Company) launched the first two-way [[interactive]] [[cable TV]] system, [[Warner-Amex Satellite Entertainment|Qube]], in [[Columbus, Ohio]].
The Qube system offered many specialized channels, including a children's channel called ''Pinwheel'' which would later become [[Nickelodeon (TV channel)|Nickelodeon]]. One of these specialized channels was ''Sight On Sound'', a music channel that featured concert footage and music oriented TV programs; with the interactive Qube service, viewers could vote for their favorite songs and artists.
Robert Pittman had test driven the music format by producing and hosting a 15 minute show, ''[[Album Tracks]]'', on [[WNBC]], New York, in the late 1970s. Pittman's boss, [[WASEC]] COO John Lack, had shepherded a TV series called ''[[PopClips]]'', created by former [[The Monkees|Monkee]]-turned solo artist [[Michael Nesmith]], the latter of whom by the late 1970s was turning his attention to the music video format.<ref>[http://living.scotsman.com/music.cfm?id=854582006 Scotsman.com Living<!-- Bot generated title -->]</ref>
In the book ''The Mason Williams FCC Rapport'', author [[Mason Williams]] states that he pitched an idea to CBS for a TV show that featured "video-radio" where disc jockeys would play avant-garde art set to music on the air. CBS quashed the idea, but Williams premiered his own musical composition "[[Classical Gas]]" on the ''[[Smothers Brothers Comedy Hour]]'', where he was head writer. The book in which this claim is made was first published in 1971, ten years before MTV first came on the air.
[[HBO]] also had a 30 minute program of music videos, called ''[[Video Jukebox (TV series)|Video Jukebox]]'', that first aired around the time of MTV's launch and would last until late 1986. Also around this time, HBO would occasionally play one or a few music videos between movies. [[TBS (TV network)|SuperStation WTBS]] launched ''[[Night Tracks]]'' on [[June 3]], [[1983]], with up to 14 hours of music video airplay each late night weekend by 1985. Its most noticeable difference was that [[Black (people)|black]] artists received airplay that MTV initially ignored. The program ran until the end of May 1992. Shortly thereafter, [[NBC]] launched its music video program called ''[[Friday Night Videos]]'' which was considered network television's answer to MTV. It ran from 1983 to 2002.
A few markets also launched music-only channels; most notably Las Vegas' [[KVMY]] Channel 21, which debuted in the summer of 1984 as KRLR-TV ''Vusic 21''. The first video played on that channel was Michael Jackson's ''Thriller''.
===Music Television debuts===
[[Image:Mtvmoon.png||thumb|The first images shown on MTV were a montage of the [[Apollo 11]] [[moon landing]].]]
{{see|First music videos aired on MTV}}
On [[August 1]], [[1981]], at 12:01 a.m., MTV: Music Television launched with the words ''"Ladies and gentlemen, rock and roll,"'' spoken by original COO [[John Lack]]. Those words were immediately followed by the original MTV theme song, a crunching guitar riff written by [[Jonathan Elias]] and John Petersen, playing over a montage of the [[Apollo 11]] moon landing. MTV producers [[Alan Goodman]] and [[Fred Seibert]] used this [[public domain]] footage as a conceit, associating MTV with the most famous moment in world television history.<ref>{{cite news
|title=The 100 Greatest Moments in Rock Music: The '80s |url=http://www.ew.com/ew/article/0,,273505,00.html
|publisher=[[Entertainment Weekly]]
|date=1999-5
|accessdate=2008-06-25
}}</ref> At the moment of its launch, only a few thousand people on a single cable system in northern New Jersey could see it.<ref>{{cite news
|title=25 Years Down the Tube |url=http://www.washingtonpost.com/wp-dyn/content/article/2006/07/31/AR2006073101296.html
|publisher=[[Washington Post]]
|date=2006-08-01
|accessdate=2008-06-25
}}</ref>
Appropriately, [[First music videos aired on MTV|the first music video shown on MTV]] was "[[Video Killed the Radio Star]]" by [[The Buggles]]. The second video shown was [[Pat Benatar]]'s "You Better Run". Sporadically, the screen would go black when an employee at MTV inserted a tape into a [[VCR]].<ref>{{cite web |title=MTV won't say how old it is (but it's 25): A list of Music Television's notable moments |date=2005-04-30 |url=http://www.cnn.com/2006/SHOWBIZ/Music/08/01/mtv.at.25.ap/index.html ||publisher=CNN|accessdate=2006-08-01 |archiveurl=http://web.archive.org/web/20060811230032/http://www.cnn.com/2006/SHOWBIZ/Music/08/01/mtv.at.25.ap/index.html |archivedate=2006-08-11}}</ref>
== MTV's early days ==
=== Personalities and format ===
[[Image:Jjjackson-mtv.jpg|thumb|[[J. J. Jackson]], one of the original five [[VJ]]s at MTV's debut]]
{{see|List of MTV VJs}}
The early format of MTV was modeled after [[top 40]] radio. Fresh-faced young men and women were hired to host the network's programming and to introduce videos that were being played. The term [[VJ]] (video jockey) was coined, a play on the acronym DJ ([[disc jockey]]). Many VJs eventually became celebrities in their own right. The original five MTV VJs in 1981 were [[Nina Blackwood]], [[Mark Goodman]], [[Alan Hunter]], [[J. J. Jackson]] and [[Martha Quinn]]. In 2005, this group (except for J.J. Jackson, who died in 2004) became hosts on [[Sirius Satellite Radio]].<ref>[http://www.sirius.com/servlet/ContentServer?pagename=Sirius/CachedPage&c=FlexContent&cid=1086896302910 Sirius Satellite Radio: Big '80s]</ref>
[[Image:Mtvstationid.gif|thumb|An early MTV [[station ID]]]]
The early music videos that made up the bulk of MTV's programming in the 1980s were often crude promotional or concert clips from whatever sources could be found. As the popularity of the network rose, and record companies recognized the potential of the medium as a tool to gain recognition and publicity, they began to create increasingly elaborate clips specifically for the network. Several noted [[film directors]] got their start creating music videos, including [[Spike Jonze]], [[Michel Gondry]], and [[David Fincher]].
A large number of rock bands and performers of the 1980s were made popular by MTV. Such acts ranged from [[new wave music|new wave]] bands as [[Bon Jovi]], [[Information Society]], [[Adam Ant]], [[Eurythmics]]<ref>{{cite web|last=Erlewine|first=Stephen Thomas|authorlink=Stephen Thomas Erlewine|title=Eurythmics - Biography|url=http://www.allmusic.com/cg/amg.dll?p=amg&sql=11:0ifpxqe5ldje~T1|publisher=[[Allmusic]]|date=2000|accessdate=2008-02-19}}</ref>,[[Culture Club]]<ref>{{cite web|last=Erlewine|first=Stephen Thomas|authorlink=Stephen Thomas Erlewine|title=Culture Club - Biography|url=http://www.allmusic.com/cg/amg.dll?p=amg&sql=11:fifpxqe5ld6e~T1|publisher=[[Allmusic]]|date=1999|accessdate=2008-02-19}}</ref>,[[The Fixx]], [[Split Enz]], [[Prince (musician)|Prince]], [[Ultravox]] and [[Duran Duran]]<ref>{{cite web|last=Erlewine|first=Stephen Thomas|authorlink=Stephen Thomas Erlewine|title=Duran Duran - Biography|url=http://www.allmusic.com/cg/amg.dll?p=amg&sql=11:hifrxqe5ldhe~T1|publisher=[[Allmusic]]|date=2007|accessdate=2008-02-19}}</ref> to [[hard rock]] or [[heavy metal music|heavy metal bands]]<ref>{{harvnb|Lane|2006|p=126}}</ref> like [[Van Halen]]<ref>{{cite web|last=Erlewine|first=Stephen Thomas|authorlink=Stephen Thomas Erlewine|coauthors=Prato, Greg|title=Van Halen - Biography|url=http://www.allmusic.com/cg/amg.dll?p=amg&sql=11:dzfqxqwgldte~T1|publisher=[[Allmusic]]|date=2002|accessdate=2008-02-19}}</ref>, [[RATT]]<ref>{{cite web|last=Erlewine|first=Stephen Thomas|authorlink=Stephen Thomas Erlewine|coauthors=Prato, Greg|title=Ratt - Biography|url=http://www.allmusic.com/cg/amg.dll?p=amg&sql=11:difexqr5ldje~T1|publisher=[[Allmusic]]|date=2002|accessdate=2008-02-19}}</ref>, [[Def Leppard]]<ref>{{cite web|last=Erlewine|first=Stephen Thomas|authorlink=Stephen Thomas Erlewine|title=Def Leppard - Biography|url=http://www.allmusic.com/cg/amg.dll?p=amg&sql=11:fifyxqe5ld6e~T1|publisher=[[Allmusic]]|date=2006|accessdate=2008-02-19}}</ref>, [[The Police]], and [[The Cars]]. The network also rotated the videos of [["Weird Al" Yankovic]], who made a career out of parodying other artists' videos.<ref>{{cite web|last=Ankeny|first=Jason|title=Weird Al Yankovic - Biography|url=http://www.allmusic.com/cg/amg.dll?p=amg&sql=11:fxfqxq9gldje~T1|publisher=[[Allmusic]]|date=2007|accessdate=2008-02-19}}</ref>
MTV also played some [[classic rock]] acts from the 1980s and earlier decades including [[David Bowie]], [[Journey (band)|Journey]], [[John Mellencamp]], [[Billy Joel]], [[Genesis (band) |Genesis]], [[Hall & Oates]],[[Rolling Stones]], [[Rod Stewart]] and [[ZZ Top]] and forgotten acts such as [[Michael Stanley Band]], [[Shoes (band)|Shoes]], [[Blotto (band)|Blotto]] and [[Taxxi]]. The hard rock band [[Kiss (band)|Kiss]] publicly appeared without their trademark makeup for the first time on MTV in 1983.
[[Madonna (entertainer)|Madonna]] rose to fame on MTV in the 1980s. Madonna is one of the most successful video performers in MTV history, and to this day she uses MTV to market her music.
===Michael Jackson===
MTV put [[Michael Jackson]]'s videos in heavy rotation throughout the 1980s and 1990s. Before then, Jackson struggled to get MTV airing because he was black.<ref name=blender>{{cite web |url=http://www.blender.com/guide/articles.aspx?ID=1777 |title=Michael Jackson, "Billy Jean: |accessdate=2007-04-11 |format= |work=blender.com }}</ref> To change this, [[Columbia Records|CBS Records]] President [[Walter Yetnikoff]] denounced MTV, saying "I'm pulling everything we have off the air" and "I'm not going to give you any more videos. And I'm going to go public and fucking tell them about the fact you don’t want to play music by a black guy".<ref name=blender/> This harsh stance worked; MTV started showing "[[Billie Jean]]", forming a lengthy partnership with Jackson and helping other black music artists.<ref>[http://www.usatoday.com/life/television/news/2005-08-25-mtv_x.htm Jackson ends black music prejudice on MTV]</ref>
According to ''[[The Austin Chronicle]]'', Jackson's video for the song "[[Billie Jean]]" was "the video that broke the color barrier, even though the channel itself was responsible for erecting that barrier in the first place."<ref>{{cite news|last=Beets|first=Greg|title=Blow Up Your Video|url=http://www.austinchronicle.com/gyrobase/Issue/story?oid=oid%3A82541|work=[[The Austin Chronicle]]|date=2001-08-03|accessdate=2008-01-30}}</ref> When the 14-minute-long "Thriller" video aired in December 1983, MTV ran it up to twice an hour to meet demand. MTV, a struggling cable channel, became huge. Jackson's videos were credited to this success<ref name=ABCNews>{{cite web |url=http://abcnews.go.com/Entertainment/LegalCenter/story?id=464753&page=1|title=Why Are Michael Jackson's Fans So Devoted? |accessdate=2007-04-06 |format= |work=abcnews.com }}</ref> and MTV's focus switched from [[rock music|rock]] to pop and R&B.<ref name=USATODAY>{{cite web |url=http://www.usatoday.com/life/television/news/2005-08-25-mtv_x.htm|title=Music videos changing places |accessdate=2007-04-11 |format= |work=abcnews.com }}</ref> This helped other black artists such as [[Prince]] and [[Whitney Houston]] break into heavy rotation during the same time.
=== Award shows ===
{{see|List of MTV award shows}}
In 1984 the network produced its first ''[[MTV Video Music Awards]]'' show, or VMAs. Perceived by some as a fit of self-indulgence by a fledgling network at the time, the VMAs developed into a music-industry showcase marketed as a more relevant youth-targeted antidote to the [[Grammy]] awards. The first award show, in 1984, was punctuated by a live performance by [[Madonna (entertainer)|Madonna]] of "[[Like A Virgin (song)|Like A Virgin]]." In 1992, the channel would add the ''[[MTV Movie Awards]]'' with similar success.
MTV also created an award show for [[Europe]] after the success of the VMAs. The ''[[MTV Europe Music Awards]]'', or the EMAs, were created in 1994, ten years after the debut of the VMAs. The EMAs are not shown live in the United States. A condensed, edited version of the broadcast is usually shown on MTV about two weeks after the original airing in Europe, and then the full version is shown on MTV's sister channel, [[MTV2]].
== MTV comes of age ==
=== Format evolution ===
{{see|List of programs broadcast by MTV}}
In 1985, Viacom bought Warner-Amex Satellite Entertainment, which owned MTV and Nickelodeon, renaming the company MTV Networks. Music videos were starting no longer to be the center-piece of the programming as MTV expanded. Conventional 'TV shows' would soon replace VJ-format music video programming. Before 1987, MTV featured almost exclusively music videos, but as time passed they introduced a variety of other shows, including some that were originally intended for other channels.
MTV introduced ''[[120 Minutes]]'' in 1986, a show that would feature low-rotation, [[alternative music]] videos for the next 17 years. Another after hours show was added in 1987, ''[[Headbangers Ball]]''. This popular show featured heavy metal music and news regarding metal music. Before its abrupt cancellation in 1995, it featured several hosts, notably [[Riki Rachtman]] and [[Adam Curry]]. Headbangers Ball remains an iconic identifier of heavy metal music. In 1988, MTV debuted ''[[Yo! MTV Raps]]'', a hip-hop/rap formatted program. The program continued until August 1995. It was renamed to simply ''Yo!'' and played for one hour from 1995 until 1999.
Non-music video programming began in the late 1980s with the introduction of a music news show ''The Week in Rock'', which was also the beginning of MTV's news division, [[MTV News]]. Around this time, MTV also introduced a dance show ''[[Club MTV]]'', a game show ''[[Remote Control (game show)|Remote Control]]'', and music-based specials such as ''[[MTV Unplugged]]'', an acoustic performance show.
These new shows would be just the beginning of new genres of shows to impact MTV. As the format of the network continued to evolve, more genres of shows began to appear. In the early 1990s, MTV debuted its first [[reality television|reality shows]], ''[[The Real World]]'' and ''[[Road Rules]]''.
=== Animated shows ===
[[Image:MTV Times Square studio.jpg|thumb|[[One Astor Plaza|MTV Studios]] in [[Times Square]]]]
:''Further information: [[List of programs broadcast by MTV#Animation|List of MTV shows: Animation]]''
In a continuing bid to become a more diverse network, focusing on youth and culture, as well as music, MTV introduced animated shows to its line-up in the early 1990s. The animation showcase ''[[Liquid Television]]'' (originally a BBC import, later acquired and produced by MTV) was one of the networks first programs to focus on the medium. In addition to airing original shows created specifically for MTV, the network also occasionally aired episodes of original cartoon series created by sister-station [[Nickelodeon (TV channel)|Nickelodeon]] ([[Nicktoons]]) in the early 1990s. MTV has a history of cartoons with mature themes, notably ''[[Beavis and Butthead]]'', ''[[Æon Flux]]'', ''[[Grimmy]]'', ''[[Celebrity Deathmatch]]'', and ''[[Daria]]''. Although the channel has gone on to debut many other animated shows, few of MTV's other cartoon series have been renewed for additional seasons, regardless of their reception.
===Diversifying music===
In the early 1990s Mtv was playing a combination of pop-friendly hard rock acts, chart-topping metal acts such as [[Metallica]] and [[Guns N' Roses]], pop singers such as [[Madonna]] and [[New Kids on the Block]], and R&B quartets such as [[New Edition]], [[Bell Biv Devoe]], [[Tony Toni Tone]], and [[Boyz II Men]], while introducing hit pop/rap acts [[Vanilla Ice]] and [[MC Hammer]]. Mtv progressively increased its airing of rap acts, such as [[LL Cool J]], [[Naughty By Nature]], [[Onyx]] and [[Sir-Mix-A-Lot]], and by 1993 added West Coast rappers previously associated with [[gangsta rap]], with a less pop-friendly sound, such as [[Tupac Shakur]], [[Ice Cube]], [[Dr. Dre]] and [[Snoop Dogg]]. Traditional pop acts were phased out in favor of R&B acts, such as [[TLC (band)|TLC]] and [[Janet Jackson]].
By late 1991 going into 1992, began frequently airing videos from their heavily promoted "Buzz Bin", such as [[Nirvana]], [[Pearl Jam]], [[Alice in Chains]], [[Soundgarden]], [[Red Hot Chilli Peppers]], [[Nine Inch Nails]], [[PM Dawn]], [[Arrested Development]], [[Bjork]] and [[Lenny Kravitz]]. Mtv increased rotation of [[120 Minutes]] and added [[Alternative Nation]] to play videos of these and other underground music acts. Subsequently grunge and alternative rock had a rise in mainstream tastes, while 80s style [[hair bands]] and traditional rockers were phased out, with some surprising exceptions such as [[Aerosmith]] and [[Tom Petty]]. Older acts such as [[R.E.M.]] and [[U2]] remained by making their music more experimental or unexpected. By 1993 more hit alternative rock acts were on heavy rotation, such as [[Stone Temple Pilots]], [[Soul Asylum]], [[Tool]], [[Beck]], [[Radiohead]], and [[Smashing Pumpkins]]. Other hit acts such as [[Weezer]], [[Collective Soul]], [[Bush (band)|Bush]], and [[Silverchair]] would follow in the next couple of years. Alternative bands that appeared on ''[[Beavis and Butthead]]'' also rose to fame, most notably [[White Zombie]].
In 1994–95 Mtv began promoting new punk rock acts, most successfully [[Green Day]] and [[Offspring]], and ska-rock acts such as [[No Doubt]], [[The Mighty Mighty Bosstones]], and [[Sublime]].
By 1997 Mtv focused heavily on introducing [[electronica]] acts into the mainstream, adding them to its musical rotation. Some of the more popular musicians of this group were [[The Prodigy]], [[The Chemical Brothers]], [[Moby]], [[Aphex Twin]], [[Daft Punk]], [[The Crystal Method]], [[Fatboy Slim]], and [[Roni Size]]. Some other established musicians proceeded to experiment with electronica and be played on Mtv, most notably [[Madonna]], [[U2]], [[David Bowie]], and [[Smashing Pumpkins]].
However, in 1997 Mtv began shifting more progressively towards pop music, inspired by the success of the [[Spice Girls]] and the rise of [[boy bands]] in Europe. Between 1998 and 1999 Mtv's musical content consisted heavily of videos of boy bands such as [[Backstreet Boys]] and [[N'Sync]] as well as teen pop 'princesses' such as [[Britney Spears]], [[Christina Aguilera]], [[Mandy Moore]], and [[Jessica Simpson]]. Rock, electronica, and alternative acts were reduced or phased out. Rap continued in heavy rotation, through the likes of [[Puff Daddy]], [[Master P]], [[DMX]], [[Busta Rhymes]], [[Jay Z]], [[Missy Elliot]], [[Eminem]], [[Ja Rule]] and their associates. R&B was also heavily represented, such as [[Destiny's Child]] and [[Brandy]].
===Rise of the directors===
In the early 90s, to accompany the new sounds came a new form of video: more creative, funny, artistic, experimental, and technically accomplished than those in the 1980s. Mtv began listing the names of the video's directors at the bottom of the credits by December 1992. Thus Mtv's viewers became familiar with the names of [[Spike Jonze]], [[Samuel Bayer]], [[Matt Mahurin]], [[Mark Romanek]], [[Jonathan Dayton and Valerie Faris]], [[Anton Corbijn]], [[Mark Pellington]], [[Tarsem]], [[Jake Scott]], [[Jonathan Glazer]], [[Marcus Nispel]], [[F. Gary Gray]], and [[Marty Callner]], among others.
=== Variety of programming ===
By the second half of the 1990s ,MTV's programming consisted primarily of non-music shows. In 1997, MTV was being heavily criticized for not playing as many music videos as it had in the past. In response, MTV created four shows that centered around music videos: ''[[MTV Live]]'', ''[[Total Request]]'', ''[[Say What?]]'', and ''[[12 Angry Viewers]]''. Also at this time, MTV introduced its new studios in [[Times Square]].
A year later, in 1998, MTV merged ''Total Request'' and ''MTV Live'' into a live daily top ten countdown show, ''[[Total Request Live]]'', which would become the channel's unofficial [[flagship]] program. In 1999, MTV shifted its focus to prank/comedic shows such as ''[[The Tom Green Show]]'', ''[[Jackass (television series)|Jackass]]'', and ''[[Punk'd]]''; and soap operas such as ''[[Undressed (TV series)|Undressed]]''.
The network also was selected to produce the halftime show for [[Super Bowl XXXV]] in [[Tampa, Florida]], in which the bands [[NSYNC]] and [[Aerosmith]] performed.<ref>{{cite news|title=Aerosmith, N'Sync add spice to MTV-driven halftime show|url=http://sportsillustrated.cnn.com/football/nfl/2001/playoffs/news/2001/01/28/superbowl_halftimeshow_ap/|work=Sports Illustrated|publisher=Associated Press|date=2001-01-28|accessdate=2008-05-24}}</ref> On [[September 11, 2001]], when the attacks on the World Trade Center occurred, MTV played a looped set of music videos, then (along with sister cable channel VH1) suspended all of its programming and went into a simulcast of then-sister network [[CBS]]' news coverage of the events until 11:00 pm that night. The network later joined a plethora of other broadcast media that took part in a Celebrity Telethon to benefit the 9/11 victims.
=== Return of the Rock ===
By late 1997, Mtv began to progressively decline its airing of rock music videos, and its VJs began making the comment "Rock is Dead". The break-up of some key bands and the declining sales of other acts that put out artistic and commercial flops were cited as reasons that Mtv abandoned its once staple music. Mtv instead devoted its musical airtime mostly to rap, R&B, and pop. All rock-centric shows were eliminated and even the rock-related categories of the [[Mtv Video Music Awards]] were pared down to one. By 1998, [[Blink 182]] was the only rock band that received regular airtime, due to its "All the Small Things" video that satirized the boy bands that Mtv was airing instead. Despite this, fans continued requesting that bands such as [[Korn]] and [[Creed]], which were selling well without Mtv help, receive airtime. Upon the release of its rock/rap hybrid CD "Follow the Leader", Mtv began playing Korn's videos "Got the Life" and "Freak on the Leash", which became popular. A band sponsored by Korn, [[Limp Bizkit]], received airtime for its cover of [[George Michael]]'s "Faith", which became a hit. Subsequently, Mtv began airing more rap/rock hybrid acts, such as Limp Bizkit and [[Kid Rock]]. Some rock acts with more comical videos, such as [[Rob Zombie]], [[Red Hot Chilli Peppers]] and [[Foo Fighters]], also received airtime. In the fall of 1999 Mtv announced a weekend of "Return of the Rock", in which new rock acts received airtime, after which a compilation CD was released: [[System of a Down]], [[Staind]], [[Godsmack]], [[Incubus]], [[Papa Roach]], [[P.O.D.]], [[Sevendust]], [[Powerman 5000]], [[Slipknot]], [[Kittie]] and [[Static X]] were among the featured bands. These bands received some airtime on Mtv and more so on Mtv2, although there was more emphasis on the rock/rap acts. By 2000 [[Sum 41]], [[Linkin Park]], [[Jimmy Eat World]], [[Mudvayne]], [[Cold]], [[Alien Ant Farm]], and other acts were added to the musical rotation with success. In 2001 Mtv added the short-lived [[Mtv X]] channel, which only featured rock acts.
== MTV in recent years ==
[[Image:Mtvfiorilla.jpg|thumb|[[Steve Fiorilla]]'s sculpture for the MTV logo "Guillotine."]]
=== Reality shows ===
:''Further information: [[List of programs broadcast by MTV#Reality series|List of MTV shows: Reality series]]''
In the early 2000s, MTV placed a stronger focus on [[reality shows]], building on the success of ''[[The Real World]]'' and ''[[Road Rules]]'' in the 1990s. MTV continued to play some music videos instead of relegating them exclusively to its [[List of MTV channels|sister channels]], but around this time, the channel began to air music videos only in the early morning hours or in a condensed form on ''[[Total Request Live]]''. As a result of these programming changes over the next several years, [[Justin Timberlake]] challenged MTV to "play more damn videos" while giving an acceptance speech at the [[2007 MTV Video Music Awards|2007 Video Music Awards]].<ref>[http://www.people.com/people/package/article/0,,20053775_20055499,00.html People - Rihanna, Justin Timberlake Win Big at VMAs]</ref> ''[[MTV's Fear]]'', created by [[Martin Kunert]] and [[Eric Manes]], became the first 'scare' based reality show and the first reality show in which contestants filmed themselves. The show ran for three seasons and spawned numerous imitations, such as ''[[Scare Tactics]]''.
[[Image:MTV-FEAR PILOT.GIF|thumb|180px|Christina, a contestant on the pilot episode of [[MTV's Fear]].]]
Some of the reality shows on the network also followed the lives of musicians. ''[[The Osbournes]]'', a reality show based on the everyday life of former [[Black Sabbath]] frontman [[Ozzy Osbourne]], his wife [[Sharon Osbourne|Sharon]], and two of their children, [[Jack Osbourne|Jack]] and [[Kelly Osbourne|Kelly]], premiered on MTV in 2002. The show went on to become one of the network's biggest-ever success stories and was also recognized for the heavy use of bleeped profanity by the Osbourne family members.<ref>{{cite news|last=Poniewozik|first=James|title=Ozzy Knows Best|url=http://www.time.com/time/printout/0,8816,227533,00.html|work=Time|date=2002-04-07|accessdate=2008-05-24}}</ref> It also kick-started a musical career for [[Kelly Osbourne]]<ref>{{cite web|title=Meet the Family: Kelly|url=http://www.mtv.com/onair/osbournes/hub_kelly.jhtml|work=The Osbournes|publisher=MTV.com|accessdate=2008-05-24}}</ref>, while [[Sharon Osbourne]] went on to host her own [[The Sharon Osbourne Show|self-titled talk show]] on U.S. television.<ref>{{cite web|title=Meet the Family: Sharon|url=http://www.mtv.com/onair/osbournes/hub_sharon2.jhtml|work=The Osbournes|publisher=MTV.com|date=|accessdate=2008-05-24}}</ref> Ozzy Osbourne announced that production for his show would cease in November 2004.<ref>{{cite news|title=Show over for MTV's The Osbournes|url=http://news.bbc.co.uk/2/hi/entertainment/4024941.stm|work=BBC News|date=2004-11-19|accessdate=2008-05-24}}</ref> Another such show was ''[[Newlyweds: Nick and Jessica]]'', another popular reality TV show that follows the lives of pop singers [[Jessica Simpson]] and [[Nick Lachey]], a music celebrity couple, began airing. It ran for four seasons and ended in early 2005 and they later divorced. The success of ''Newlyweds'' was followed in June 2004 by ''[[The Ashlee Simpson Show]]'', which documented the beginnings of the music career of [[Ashlee Simpson]], Jessica Simpson's younger sister. In the fall of 2004, Ozzy Osbourne's reality show ''[[Battle for Ozzfest]]'' aired; the show hosted competitions between bands vying to play in Ozzfest, a yearly [[heavy metal music]] tour hosted by Osbourne.
In 2007, MTV aired the reality show ''[[A Shot at Love with Tila Tequila]]'', chronicling [[MySpace]] sensation [[Tila Tequila]]'s journey to find a companion. Her bisexuality played into the series—both male and female contestants were vying for love—and was the subject of criticism.<ref>{{cite news|last=Donaldson-James|first=Susan|title=MTV's Second Shot at Bisexuality|url=http://www.abcnews.go.com/print?id=4088351|work=ABC News|date=2008-01-05|accessdate=2008-05-24}}</ref> It was the second-most popular show at that time, behind ''[[The Hills (TV Series)|The Hills]]''.<ref>{{cite news|last=Brown|first=Jennifer|title=Tila Tequila Goes for the Guy|url=http://www.realitytvmagazine.com/blog/2007/12/20/tila-tequila-goes-for-the-guy/|work=Reality TV Magazine|date=2007-12-20|accessdate=2008-05-24}}</ref> A spin-off series from ''Shot of Love'', ''[[That's Amoré! (TV series)|That's Amoré!]]'', followed a similar pursuit from previous ''Shot at Love'' contestant Domenico Nesci. MTV will also welcome [[Paris Hilton]] to their lineup in [[October 2008]] with the launch of her new reality series ''My New BFF''. <ref>{{cite news|title=Hilton searching for new best friend|url=http://www.rte.ie/arts/2008/0314/hiltonp.html|publisher=''[[RTÉ]]''|date=2008-03-14|accessdate=2008-04-16}}</ref>
===Super Bowl controversy===
{{main|Super Bowl XXXVIII halftime show controversy}}
MTV also produced the halftime show for [[Super Bowl XXXVIII]] in 2004, with performances by such artists as [[Nelly]], [[Sean Combs|Diddy]], [[Janet Jackson]], and [[Justin Timberlake]]. [[CBS]], then-owners of MTV, aired the Super Bowl as well as the halftime show live on [[February 1]], [[2004]]. However, the show became controversial after Timberlake tore off part of Jackson's outfit while performing his hit song "[[Rock Your Body]]" with her, revealing her right [[nipple]]. All involved parties apologized for the incident, and Timberlake referred to the incident as a "[[wardrobe malfunction]]". [[Michael Powell (politician)|Michael Powell]], then-chairman of the [[Federal Communications Commission]], ordered an investigation of the show the day after its broadcast.<ref>{{cite news|title=Apologetic Jackson says 'costume reveal' went awry|url=http://www.cnn.com/2004/US/02/02/superbowl.jackson/|work=CNN.com|publisher=Associated Press|date=2004-02-02|accessdate=2008-05-24}}</ref> In September 2004, the FCC ruled that the halftime show was indecent and fined CBS $550,000.<ref>{{cite news|title=CBS hit with $550K Super Bowl fine|url=http://money.cnn.com/2004/09/22/news/fortune500/viacom_fcc/|work=CNN/Money|date=2004-09-22|accessdate=2008-05-24}}</ref> The FCC upheld its decision in early 2006.<ref>{{cite news|title=FCC sticks by Janet Jackson Super Bowl fine|work=MSNBC|publisher=Associated Press|date=2006-02-22|accessdate=2008-05-24}}</ref>
In the weeks following the controversial halftime show, MTV censored much of its programming. Several music videos, including "This Love" by [[Maroon 5]] and "I Miss You" by [[blink-182]], were edited for sexual content.<ref>{{cite web|last=Cave|first=Damien|title=MTV Under Attack by FCC|url=http://www.rollingstone.com/news/story/5937141/mtv_under_attack_by_fcc|work=Rolling Stone|date=2004-02-23|accessdate=2008-05-24}}</ref> Exactly one year after the halftime show, the [[Parents Television Council]] released a research report documenting sex, violence, and profanity it perceived on MTV's spring break programming from March 2004. Jeanette Kedas, an MTV network executive, called the PTC report "unfair and inaccurate" and "underestimating young people's intellect and level of sophistication", while [[L. Brent Bozell III]], then-president of the PTC, stated that "[t]he incessant sleaze on MTV presents the most compelling case yet for consumer cable choice", referring to the practice of cable and satellite companies to allow consumers to pick and choose the channels for which they pay.<ref>{{cite news|title=Study: MTV delivers a diet of sleaze|url=http://www.usatoday.com/life/television/news/2005-02-02-mtv-watchdog-study_x.htm|work=USA Today|publisher=Associated Press|date=2005-02-02|accessdate=2008-05-24}}</ref>
=== Anniversaries ===
On [[August 1]], [[2006]], MTV celebrated its 25th anniversary. On their web site, MTV.com, visitors could watch the very first hour of MTV, including airing the original promos and commercials from [[Mountain Dew]], [[Atari]], [[Chewels]] gum, and [[Jovan]]. Videos were also shown from [[The Buggles]], [[Pat Benatar]], [[Rod Stewart]], and more. The introduction of the first five VJs was also shown.
Additionally, MTV.com put together a "yearbook" consisting of the greatest videos of each year from 1981-2006. Along with that, music.mtv.com offered a special online viewing of the top music video of each year since 1981. MTV itself only mentioned the anniversary once on ''[[Total Request Live|TRL]]''. The main highlight of the day on the channel was ''[[The Real World]]''.
=== Current trends ===
{{see|List of programs broadcast by MTV}}
In 2005 and 2006, MTV continued its focus on reality shows, with the debuts of popular shows such as ''[[8th & Ocean]]'', ''[[Laguna Beach: The Real Orange County]]'', ''[[Next (TV series)|NEXT]]'', ''[[Two-A-Days]]'', ''[[My Super Sweet 16]]'', and ''[[Parental Control (TV series)|Parental Control]]''. In addition, in recent times, the channel has re-aired other programs from [[Viacom]]-owned TV networks, such as [[BET]]'s ''[[College Hill]]'' and [[VH1]] programs ''[[I Love New York]]'' and ''[[Flavor of Love]]''.<ref name="mtvweekly">[http://www.mtv.com/onair/schedule/mtv/weekly.jhtml MTV.com - On-Air - MTV Week at a Glance<!-- Bot generated title -->]</ref> Other programs from non-Viacom networks include reruns of the shows ''[[Fastlane (TV series)|Fastlane]]'' (from [[FOX]])<ref>[http://web.archive.org/web/20021022001643/http://www.mtv.com/onair/schedule/mtv/weekly.jhtml MTV schedule for the week of Oct. 20, 2002]</ref>, ''[[Life As We Know It]]'' (from [[American Broadcasting Company|ABC]])<ref>[http://www.tv.com/life-as-we-know-it/natural-disasters/episode/356411/summary.html Life As We Know It: Natural Disasters - TV.com<!-- Bot generated title -->]</ref> and [[CW]] programs ''[[America's Next Top Model]]'', ''[[Beauty and the Geek]]''<ref>[http://web.archive.org/web/20070516214550/http://www.mtv.com/onair/schedule/mtv/weekly.jhtml MTV.com - On-Air - MTV Week at a Glance<!-- Bot generated title -->]</ref>, and ''[[Hidden Palms]]''.
MTV has also begun showing [[movies]] targeted toward the teen/young adult demographic on Friday evenings, including ''[[My Boss's Daughter]]'', ''[[Shaun of the Dead]]'', and ''[[Napoleon Dynamite]]''. The channel has also broadcast several of its own productions of its film-producing division [[MTV Films]], such as ''[[8 Mile (film)|8 Mile]]''<ref>[http://web.archive.org/web/20070113054935/http://www.mtv.com/onair/schedule/mtv/daily.jhtml MTV Schedule for Jan. 13, 2007]</ref>, ''[[Crossroads (2002 film)|Crossroads]]'', ''[[Jackass: The Movie]]''<ref>[http://www.mtv.com/onair/schedule/mtv/daily.jhtml?day=07%2F18%2F07 MTV Schedule for [[July 18]], [[2007]]]</ref>, and ''[[Super Sweet 16: The Movie]]''.
Today, MTV's main source of music video programming is still ''[[Total Request Live]]'', airing four times per week, featuring short clips of music videos along with VJs and daily guests. A [[hip-hop]] music video show, ''Sucker Free'', also airs sporadically. Throughout each day, MTV shows excerpts from [[music videos]], usually the [[hook (music)|hook]], in [[split screen (film)|split screen]] format during the [[closing credits]], along with the web address of the MTV web site to encourage the viewer to watch the complete video online. On most days, music video rotation continues in the early morning hours. For the past 2 weeks MTV hasn't aired music videos in the early morning hours and airs re-runs of its various reality shows.<ref name="mtvweekly">[http://www.mtv.com/onair/schedule/mtv/weekly.jhtml MTV.com - On-Air - MTV Week at a Glance<!-- Bot generated title -->]</ref> In mid 2008, MTV premiered a new [[music video]] programming block called [[FNMTV]] to exclusively premiere new music videos and have viewers provide instantaneous feedback.<ref name="FNMTV press release">"http://mtvpress.com/press/release/its_an_fn_mtv_summer/"</ref>
==Social activism==
[[Image:Chooselose.jpg|thumb|MTV ''Choose or Lose'' logo]]
MTV has a long history of promoting social, political, and environmental [[activism]] in young people.
In 1992, MTV started a pro-democracy campaign called ''[[Choose or Lose]]'', to encourage up to 20 million people to register to vote, and hosted a town hall forum for [[Bill Clinton]].<ref>MTV's traveling "Choose or Lose" vehicle brings politics. Salon. http://www.salon.com/media/media960923.html</ref> In the 1990s and early 2000s, MTV promoted annual campaigns known as ''[[Fight For Your Rights]]'', with the slogan "Speak Out/Stand Up Against Violence", to bring forth awareness on America's crime, drugs and violence issues.
On [[April 6]], [[2001]], MTV voluntarily ceased regular programming for 24 hours as part of the year's [[hate crimes]] awareness campaign. On that night, MTV aired a made-for-TV movie ''Anatomy of a Hate Crime'', based on a true story of the 1998 murder of 21-year old [[Matthew Shepard]], a gay college student. After the film and a discussion, MTV went dark and showed names of hate crime victims.
MTV also aired a documentary covering a trip by the musical group [[Sum 41]] to the [[Democratic Republic of Congo]], documenting the conflict there. The group ended up being caught in the midst of an attack outside of the hotel and were subsequently flown out of the country.<ref>[http://www.warchild.ca/rocked.asp "Rocked: Sum 41 in Congo"] ''War Child Canada''. 2001–2006.</ref>
In recent years, other politically diverse programs on MTV have included ''[[True Life]]'', which documents people's lives and problems, and [[MTV News]] specials, which center on very current events in both the music industry and the world. One special show covered the 2004 U.S. Presidential election, airing programs focused on the issues and opinions of young people, including a program where viewers could ask questions of [[United States Senate|Senator]] [[John Kerry]].<ref>Sherman, Tom, "[http://underscorebleach.net/jotsheet/2004/11/election-youth-vote The Real Story of the Youth Vote in the 2004 Election.]" ''Underscorebleach.net'', [[2004-11-04]]. Retrieved on [[2006-04-14]].</ref> MTV worked with [[P. Diddy]]'s "[[Vote or Die]]" campaign, designed to encourage young people to vote.<ref>Vargas, Jose Antonio, "[http://www.washingtonpost.com/wp-dyn/articles/A35290-2004Nov8.html Vote or Die? Well, They Did Vote.]" ''Washingtonpost.com'', [[2004-11-09]]. Retrieved on [[2006-04-14]].</ref> The network also began showing presidential campaign commercials for the first time during the [[United States presidential election, 2008|2008 US presidential election]].<ref>{{cite news|last=Weprin|first=Alex|title=Breaking Tradition, MTV to Accept Political Advertising|url=http://www.broadcastingcable.com/article/CA6573298.html?rssid=193|work=Broadcasting & Cable|date=2008-06-25|accessdate=2008-06-25}}</ref>
MTV's most recent activism campaign is ''think MTV'', which discusses current political issues such as [[same-sex marriage]], U.S. [[elections]], and war in other countries. The [[slogan]] of the program is "Reflect. Decide. Do." As part of ''think MTV'', the channel also airs a series of pro-conservation ads called ''Break The Addiction'', as a way of encouraging their viewers to find ways to use less [[fossil fuels]] and energy.
==Criticism and censorship==
{{mergefrom|Criticism of MTV|date=April 2008}}
=== Criticism of MTV ===
{{main|Criticism of MTV}}
As early as 1984, because of its visibility as a promotional tool for the [[recording industry]], MTV was accused of devaluing the importance of music in the [[music industry]], replacing it with a purely visual aesthetic, and putting equally popular but less image-centric or single-based acts at a distinct disadvantage. Since then, MTV has been criticized over the years by various groups about programming choices, social issues, and a perceived negative moral influence on young people.<ref>{{citation|last=Lane|first=Frederick S.|year=2006|title=The Decency Wars: The Campaign to Cleanse American Culture|place=[[Amherst, New York]]|publisher=[[Prometheus Books]]|isbn=1591024277}}</ref>
=== Censorship on MTV ===
{{main|Censorship on MTV}}
On the other side of the moral influence debate, MTV has also come under criticism for being too [[politically correct]] and sensitive, [[censorship|censoring]] too much of their programming. Many of MTV's shows were altered or removed from the channel's schedule. Additionally, many music videos aired on the channel were censored, moved to late-night rotation, or banned entirely from the channel.
Some promos for the show [[The Real World]] have been uncensored showing cast member Jen from the Denver season flipping someone off, and cast member Trisha from the Sydney season saying the "f" word.
==Beyond MTV==
=== Sister channels in the U.S. ===
{{see|List of MTV channels}}
MTV operates a group of channels under the name [[MTV Networks]], a division of its corporate parent, [[Viacom]]. In 1985, MTV saw the introduction of its first true sister channel, [[VH1]], which was originally an acronym for "Video Hits One" and was designed to play [[adult contemporary]] music videos. Today, VH1 is aimed at celebrity and popular culture programming. Another sister channel, [[Country Music Television|CMT]], targets the [[country music]] and [[Culture of the Southern United States|southern culture]] market.
The advent of [[satellite television]] and [[digital cable]] brought MTV greater channel diversity, including its current sister channels [[MTV2]] and [[MTV Tr3s]], which initially played music videos exclusively but now focus on other programming. Music videos still occupy most of the schedule on two additional channels, [[MTV Hits]] and [[MTV Jams]]. MTV also broadcasts [[mtvU]], a [[college]]-oriented channel on campus at various [[universities]].
Recently, MTV Networks launched [[MHD (TV network)|MHD]] (Music: High Definition), a [[High-definition television|high definition]] channel that features programming from all three of the major music-themed channels owned by MTV Networks: MTV, VH1, and CMT.
In 2005 and 2006, MTV launched a series of channels for [[Asian Americans]]. The first channel was [[MTV Desi]], launched in July 2005, dedicated toward South-Asian Americans. Next was [[MTV Chi]], in December 2005, which catered to Chinese Americans. The third was [[MTV K]], launched in June 2006 and targeted toward Korean Americans. Each of these channels featured music videos and shows from MTV's international affiliates as well as original U.S. programming, promos, and packaging. All three of these channels ceased broadcasting on [[April 30]], [[2007]].
=== The Internet ===
MTV.com, the official website of MTV, expands on the channel's broadcasts by bringing additional content to its viewers. The site's notable features include an online version of MTV News, podcasts, and a video streaming service supported by commercials. There are also movie features, profiles and interviews with recording artists and even clips from MTV television programs. In 2006, MTV.com went through a massive change, transforming the entire site into a video-based entity, in the style of the former MTV Overdrive service. In 2007, MTV.com reverted to a traditional [[HTML]]-based web site design.
===MTV around the world===
{{see|List of MTV channels}}
[[MTV (UK)]] operates 16 channels solely in the [[United Kingdom]]. [[MTV Networks]] and [[Viacom]] have launched numerous native-language MTV-branded music channels to countries worldwide. These channels include, but are not limited to, [[MTV Greece]], [[MTV Canada]], [[MTV One|MTV Ireland]], [[MTV Russia]], [[MTV España|MTV Spain]], [[MTV Austria]], [[MTV France]], [[MTV Central|MTV Germany]], [[MTV Europe]], [[MTV Portugal]], [[MTV Adria]], [[MTV Hungary]], [[MTV Denmark]], [[MTV Finland]], [[MTV Italy]], [[MTV Netherlands]], [[MTV Norge|MTV Norway]], [[MTV Polska|MTV Poland]], [[MTV Arabia]], [[MTV Romania]], [[MTV Lietuva|MTV Lithuania]], [[MTV Latvija|MTV Latvia]], [[MTV Eesti|MTV Estonia]], [[MTV Sweden]], [[MTV Southeast Asia|MTV Asia]], [[MTV Japan]], [[MTV India]], [[MTV Indonesia]], [[MTV China]], [[MTV Korea]], [[MTV Philippines]], [[MTV Taiwan]], [[MTV Türkiye|MTV Turkey]], [[MTV Pakistan]], [[MTV Latin America]], [[MTV Brasil|MTV Brazil]], [[MTV Australia]], [[MTV New Zealand]], [[MTV Ukraine]], and [[MTV Base]] in Africa. Also an International version of MTV known as [[MTV International]] was shown on the Internet.
==See also==
*[[List of MTV channels]]
*[[List of programs broadcast by MTV]]
*[[List of MTV award shows]]
*[[List of MTV VJs]]
*[[Criticism of MTV]]
*[[Censorship on MTV]]
*[[MTV News]]
*[[MTV Networks]]
*[[First music videos aired on MTV]]
*[[MTV Generation]]
*[[Buzz Bin|MTV Buzz Bin]]
*[[q:MTV slogans|MTV slogans]] on [[Wikiquote]]
==References==
{{Reflist|2}}
==External links==
*[http://www.mtv.com/ MTV.com]
*[http://www.mtv.com/mtvinternational/ MTV International]
{{MTV Networks}}
{{Viacom}}
{{Webby Awards|cat=Music|year=1998|type=Nominee}}
[[Category:Companies based in New York City]]
[[Category:MTV Networks]]
[[Category:Music video networks]]
[[Category:TV channels with British versions]]
[[Category:Viacom subsidiaries]]
[[Category:Television channels and stations established in 1981]]
[[Category:HD channels]]
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