Here's an open letter to MTV I found while stumbling on some random blog (after hearing a news story telling of a drop in VMA ratings):
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Dear MTV Executives, Hosts, and Performers:
Want to know why your channel is going into the toilet? I'll tell you. You are not living up to your name.
MTV. Say it. MTV.
(M)usic (T)ele(V)ision.
DO you understand? Apparently you don't. Look at the history of this channel that you run.
In the 80's the industry was stagnated by poor quality of music in America. We had come from a downward spiral of 70's music that was all about lovey dovey touchy feely singers. There were only a few good bands out there that were any good.
When MTV lauched, People of America started hearing music from a new source that they never heard from commericial radio. Europe. A new sound and, coincidently enough, a new medium to hear AND listen. Finally, new exposure of music we never heard of. The little bands of America finally had a voice to showcase their music without going to a corporate run medium and went to this new company that was desperate for new material. All anyone had to do was videotape their performance and send it in and voila, it will be shown on this new television channel. Big Time Exposure. A new industry was born, and grew very high.
The End of the 80's were the pinacle of the rise of MTV, but there was a problem. Quality was starting to become bad in terms of music. Thus the cycle was to begin again with a downward spiral of this great channel.
The decision was made to improve quality of music and forums. Thus, when the 90's started, quality of music was on the rise. The "grunge" movement help showcase a new type of quality that wasn't introduced to America since the inseption of this channel from Europe. Great music and great videos were made. The best part was that once again the little bands had a say in their exposure.
BUT, like all good things, what can not be controlled by the corporations must be brought down by doing a buy out. MTV was handed over to corporations, because they once again saw their investments in big corporate name bands be pushed aside by these small no fame talented garage bands.
This was a threat to corporations, so how do you alleviate that threat? Take it over and turn it into a cash cow for themselves.
All the great shows: Headbanger's Ball, Yo' MTV Raps, The Grind, MTV Unplugged, MTV Presents Live, etc. all went away because they catered to the unknowns. What took its place? The Real World, Road Rules, Cribs, The Simpsons, The Osbourns, Endless Spring Break shows, that BTW lasted 2 months where in reality actual Spring Break is only for 2 weeks, Punked, Jackass, Steve O', Tom Green, etc.
WHERE DID THE MUSIC GO?
The corporations finally understood. Either abandon the TV market and go to the uncertainty of the World Wide Web, or stay with it and HOCK their products. The problem was music didn't have a lot of products they were selling, thus they dumped music. Big suprise, huh?
NOW look what's going on. A new medium, the internet, has taken over as the new showplace for new music that was even cheaper for small bands to do to get their music across and get more exposure. Just like what MTV was, the internet is.
MTV doesn't know what to do.
Good.
They deserve a long painful death.