MTV

MTV

Overview
MTV, formerly an initialism of Music Television, is an American network based in New York City
Media of New York City
The media of New York City are internationally influential, and include some of the most important newspapers, largest publishing houses, most prolific television studios, and biggest record companies in the world...

 that launched on August 1, 1981. The original purpose of the channel was to play music video
Music video
A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings...

s guided by on-air hosts known as VJs.

At one time, MTV had a profound impact on the music industry and popular culture
Popular culture
Popular culture is the totality of ideas, perspectives, attitudes, memes, images and other phenomena that are deemed preferred per an informal consensus within the mainstream of a given culture, especially Western culture of the early to mid 20th century and the emerging global mainstream of the...

. Slogans such as "I want my MTV" and "MTV is here" became embedded in public thought, the concept of the VJ was popularized, the idea of a dedicated video-based outlet for music was introduced, and both artists and fans found a central location for concert
Concert
A concert is a live performance before an audience. The performance may be by a single musician, sometimes then called a recital, or by a musical ensemble, such as an orchestra, a choir, or a musical band...

 music events, news
News
News is the communication of selected information on current events which is presented by print, broadcast, Internet, or word of mouth to a third party or mass audience.- Etymology :...

, and promotion
Promotion (marketing)
Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....

.
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Encyclopedia
MTV, formerly an initialism of Music Television, is an American network based in New York City
Media of New York City
The media of New York City are internationally influential, and include some of the most important newspapers, largest publishing houses, most prolific television studios, and biggest record companies in the world...

 that launched on August 1, 1981. The original purpose of the channel was to play music video
Music video
A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings...

s guided by on-air hosts known as VJs.

At one time, MTV had a profound impact on the music industry and popular culture
Popular culture
Popular culture is the totality of ideas, perspectives, attitudes, memes, images and other phenomena that are deemed preferred per an informal consensus within the mainstream of a given culture, especially Western culture of the early to mid 20th century and the emerging global mainstream of the...

. Slogans such as "I want my MTV" and "MTV is here" became embedded in public thought, the concept of the VJ was popularized, the idea of a dedicated video-based outlet for music was introduced, and both artists and fans found a central location for concert
Concert
A concert is a live performance before an audience. The performance may be by a single musician, sometimes then called a recital, or by a musical ensemble, such as an orchestra, a choir, or a musical band...

 music events, news
News
News is the communication of selected information on current events which is presented by print, broadcast, Internet, or word of mouth to a third party or mass audience.- Etymology :...

, and promotion
Promotion (marketing)
Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....

. MTV has also been referenced countless times in popular culture by musicians, other TV channels and television program
Television program
A television program , also called television show, is a segment of content which is intended to be broadcast on television. It may be a one-time production or part of a periodically recurring series...

, films, and books.

MTV has spawned numerous sister channels in the U.S. and affiliated channels internationally, some of which, like the former MTV Tempo now known as TEMPO Networks, have gone independent. MTV's moral influence on young people, including issues related to censorship
Censorship
thumb|[[Book burning]] following the [[1973 Chilean coup d'état|1973 coup]] that installed the [[Military government of Chile |Pinochet regime]] in Chile...

 and social activism, has been a subject of intense debate for years. MTV's choice to focus on non-music programming has also been contested relentlessly since the 1990s, demonstrating the channel's previous impact on popular culture.

Previous concepts


MTV's pre-history began in 1977, Warner Cable (a division of Warner Communications), and an ancestor of Warner-Amex Satellite Entertainment
Warner-Amex Satellite Entertainment
Warner-Amex Satellite Entertainment Company was a joint venture owned and operated by Warner Communications and American Express that developed and worked on interactive television systems in the late 1970s and initiated several successful cable...

 (WASEC) launched the first two-way interactive cable TV system, QUBE
QUBE
QUBE was a cable television system that played a pivotal role in the history of American cable television. Launched in Columbus, Ohio in December 1977, QUBE introduced viewers, and the international press, to several concepts that became central to the future development of cable television:...

, in Columbus, Ohio
Columbus, Ohio
Columbus is the capital of and the largest city in the U.S. state of Ohio. The broader metropolitan area encompasses several counties and is the third largest in Ohio behind those of Cleveland and Cincinnati. Columbus is the third largest city in the American Midwest, and the fifteenth largest city...

. The QUBE system offered many specialized channels. One of these specialized channels was Sight On Sound, a music channel that featured concert footage and music oriented television programs; with the interactive QUBE service, viewers could vote for their favorite songs and artists.

The original programming format of MTV was created by media executive Robert W. Pittman
Robert W. Pittman
Robert Warren "Bob" Pittman , is an American businessman and the founder of MTV. On October 2, 2011, Pittman was named CEO of Clear Channel Media Holdings, Inc.. Pittman has also been the CEO of MTV Networks, AOL, Six Flags Theme Parks, Quantum Media, Century 21 Real Estate and Time Warner...

, who later became president and chief executive officer (CEO) of MTV Networks. Pittman had test-driven the music format by producing and hosting a 15-minute show, Album Tracks, on WNBC
WNBC
WNBC, virtual channel 4 , is the flagship station of the NBC television network, located in New York City. WNBC's studios are co-located with NBC corporate headquarters at 30 Rockefeller Plaza in midtown Manhattan...

 in the late 1970s.

Pittman's boss, WASEC Executive Vice President John Lack, had shepherded PopClips, a TV series created by former Monkee
The Monkees
The Monkees are an American pop rock group. Assembled in Los Angeles in 1966 by Robert "Bob" Rafelson and Bert Schneider for the American television series The Monkees, which aired from 1966 to 1968, the musical acting quartet was composed of Americans Micky Dolenz, Michael Nesmith and Peter Tork,...

-turned solo artist Michael Nesmith
Michael Nesmith
Robert Michael Nesmith is an American musician, songwriter, actor, producer, novelist, businessman, and philanthropist, best known as a member of the musical group The Monkees and star of the TV series of the same name...

, whose attention had turned to the music video format by the late 1970s. The inspiration for PopClips came from a similar program on New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...

's TVNZ
Television New Zealand
Television New Zealand, more commonly referred to, and stylized as TVNZ, is a government-owned corporation television network broadcasting in New Zealand and parts of the Pacific. It operates TV1, TV2, TVNZ7, TVNZ Heartland, TVNZ U and new media services....

 network, Radio with Pictures
Radio with Pictures
Radio with Pictures was an early music video program, airing on New Zealand broadcaster TV2 from 1976 to 1986...

, which premiered in 1976. The concept itself had been in the works since 1966, when major record companies began supplying the New Zealand Broadcasting Corporation
New Zealand Broadcasting Corporation
The New Zealand Broadcasting Corporation was established by the New Zealand government in 1962. It was dissolved on 1 April 1975, and replaced by three separate organisations: Radio New Zealand, Television One, and Television Two, later known as South Pacific Television....

 with promotional music clips to play on the air at no charge. (Few artists made the long trip to New Zealand to appear live.)

Additionally, in the book The Mason Williams FCC Rapport, author Mason Williams
Mason Williams
Mason Williams is an American guitarist and composer, best known for his guitar instrumental "Classical Gas". He is also a comedy writer, known for his writing on the Smothers Brothers Comedy Hour, The Glen Campbell Goodtime Hour, and Saturday Night Live...

 states that he pitched an idea to CBS
CBS
CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...

 for a television program that featured "video-radio," where disc jockeys would play avant-garde art pieces set to music on the air. CBS cancelled the idea, but Williams premiered his own musical composition, "Classical Gas
Classical Gas
"Classical Gas" is an instrumental musical piece composed and originally performed by Mason Williams. Originally released in 1968 on the album The Mason Williams Phonograph Record, it has been re-recorded and re-released numerous times since by Williams...

", 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.

The Beatles had utilized music videos since the mid 1960s and their debut movie "A Hard Day's Night" from 1964 is often claimed to be the true inspiration for the network.

Music Television debuts




On August 1, 1981, at 12:01 a.m., MTV launched with the words "Ladies and gentlemen, rock and roll," spoken by John Lack, and played over footage of the first Space Shuttle launch countdown of Columbia
STS-1
STS-1 was the first orbital flight of NASA's Space Shuttle program. Space Shuttle Columbia launched on 12 April 1981, and returned to Earth on 14 April, having orbited the Earth 37 times during the 54.5-hour mission. It was the first American manned space flight since the Apollo-Soyuz Test Project...

 (which took place earlier that year) and of the launch of Apollo 11
Apollo 11
In early 1969, Bill Anders accepted a job with the National Space Council effective in August 1969 and announced his retirement as an astronaut. At that point Ken Mattingly was moved from the support crew into parallel training with Anders as backup Command Module Pilot in case Apollo 11 was...

. Those words were immediately followed by the original MTV theme song, a crunching classical tune composed by Jonathan Elias
Jonathan Elias
Jonathan Elias is a U.S. composer and record producer, known for his movie soundtracks, production for several pop and rock acts, and his award-winning advertising music including the PBS logo instrumental from October 1, 1984 to October 1, 1989....

 and John Petersen, playing over photos of the Apollo 11
Apollo 11
In early 1969, Bill Anders accepted a job with the National Space Council effective in August 1969 and announced his retirement as an astronaut. At that point Ken Mattingly was moved from the support crew into parallel training with Anders as backup Command Module Pilot in case Apollo 11 was...

 moon landing, with the flag featuring MTV's logo changing various colors, textures, and designs. MTV producers Alan Goodman
Alan Goodman
Alan Goodman has played a key role in creating and launching many media brands since 1981, first in cable television and now for the internet and other platforms....

 and Fred Seibert
Fred Seibert
Frederick "Fred" Seibert is a television and film producer and entertainment entrepreneur who owns Frederator Studios, and who has held leading positions with MTV Networks, Hanna-Barbera, and Next New Networks; he owns Frederator Studios...

 used this public domain
Public domain
Works are in the public domain if the intellectual property rights have expired, if the intellectual property rights are forfeited, or if they are not covered by intellectual property rights at all...

 footage as a conceit, associating MTV with the most famous moment in world television history. Seibert said they had originally planned to use Neil Armstrong
Neil Armstrong
Neil Alden Armstrong is an American former astronaut, test pilot, aerospace engineer, university professor, United States Naval Aviator, and the first person to set foot upon the Moon....

's "One small step" quote, but lawyers said Armstrong owns his name and likeness, and Armstrong had refused, so the quote was replaced with a beeping sound. At the moment of its launch, only a few thousand people on a single cable system in northern New Jersey could see it. Kenneth M. Miller is credited as being the first Technical Director to officially launch MTV from its New York-based Network Operations facility.

The first music video shown on MTV
First music videos aired on MTV
This is a list of the first music videos broadcast on MTV's first day, August 1, 1981. Video of the launch of MTV was uploaded onto YouTube in 2009.-List:#"Video Killed the Radio Star" by The Buggles#"You Better Run" by Pat Benatar...

 was The Buggles
The Buggles
The Buggles were an English New Wave band consisting of Trevor Horn and Geoff Downes . They are remembered chiefly for their 1979 debut single "Video Killed the Radio Star" that was #1 on the singles chart in 16 countries. Its music video was the first to be shown on MTV in the U.S...

' Video Killed the Radio Star
Video Killed the Radio Star
"Video Killed the Radio Star" is a song by the British synthpop/New Wave group The Buggles, released as their debut single on 7 September 1979, on Island Records from their debut album The Age of Plastic. It celebrates the golden days of radio, describing a singer whose career is cut short by...

. The second video shown was Pat Benatar
Pat Benatar
Pat Benatar is an American singer and four-time Grammy winner. She had considerable commercial success particularly in the United States...

's "You Better Run." Sporadically, the screen would go black when an employee at MTV inserted a tape into a VCR.
Video of the launch of MTV was uploaded onto YouTube in 2009, with the original commercials, and the "black screens" between videos. The "MTV lettering" differed on its first day, and included record label information like year and label name.

"Carouselambra
Carouselambra
"Carouselambra" is a song on English rock band Led Zeppelin's 1979 album, In Through the Out Door. The name Carouselambra is a reference to the first section of the song sounding similar to carousel music...

" by Led Zeppelin
Led Zeppelin
Led Zeppelin were an English rock band, active in the late 1960s and throughout the 1970s. Formed in 1968, they consisted of guitarist Jimmy Page, singer Robert Plant, bassist/keyboardist John Paul Jones, and drummer John Bonham...

 was played as the closing credits rolled when MTV was first broadcast.

As programming chief, Robert W. Pittman
Robert W. Pittman
Robert Warren "Bob" Pittman , is an American businessman and the founder of MTV. On October 2, 2011, Pittman was named CEO of Clear Channel Media Holdings, Inc.. Pittman has also been the CEO of MTV Networks, AOL, Six Flags Theme Parks, Quantum Media, Century 21 Real Estate and Time Warner...

 recruited and managed a team for the launch that included Tom Freston (who succeeded Pittman as CEO of MTV networks), Fred Seibert
Fred Seibert
Frederick "Fred" Seibert is a television and film producer and entertainment entrepreneur who owns Frederator Studios, and who has held leading positions with MTV Networks, Hanna-Barbera, and Next New Networks; he owns Frederator Studios...

, John Sykes, Carolyn Baker (original head of talent and acquisition), Marshall Cohen (original head of research), Gail Sparrow (of talent and acquisition), Sue Steinberg (executive producer), Julian Goldberg, Studio producers/MTV News Writers Liz Nealon, Brian Diamond and Robin Zorn, Steve Casey (creator of the name MTV and its first program director), Marcy Brafman, Ronald E. "Buzz" Brindle, and Robert Morton.

MTV's effect was immediate in areas where the new music video channel could be picked up. Within a matter of just a couple of months, record shops in areas where MTV was available found themselves selling music that the local radio stations were not playing, such as Men at Work
Men at Work
Men at Work are an Australian rock band who achieved international success in the 1980s. They are the only Australian artists to have a simultaneous #1 album and #1 single in the United States . They achieved the same distinction of a simultaneous #1 album and #1 single in the United Kingdom...

, Bow Wow Wow
Bow Wow Wow
Bow Wow Wow were an English 1980s New Wave band created by Malcolm McLaren to promote his and business partner Vivienne Westwood's New Romantic fashion lines.The group's music is described as having an "African-derived drum sound".-History:...

, and Human League.

Following concepts


HBO also had a 30 minute program of music videos, called Video Jukebox
Video Jukebox (TV series)
Video Jukebox was an American television program that aired from 1981 to 1986 on HBO. It was a monthly series that showcased music videos from the popular recording artists of the time such as Duran Duran, Prince, Madonna, REO Speedwagon, Culture Club, David Bowie, Blondie and The Human League to...

, 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.

SuperStation WTBS launched Night Tracks
Night Tracks
Night Tracks was an American television series which ran from 1983 to 1992 on SuperStation WTBS on late night weekends...

 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 artists received airplay that MTV initially ignored. The program ran until the end of May 1992. A few markets also launched music-only channels; most notably Las Vegas' KVMY
KVMY
KVMY, branded as MyLVTV is a full-service television station in Las Vegas, Nevada, broadcasting locally in digital on UHF channel 22 as an affiliate of MyNetworkTV. Founded March 8, 1982, the station is owned and operated by the Sinclair Broadcast Group...

 Channel 21, which debuted in the summer of 1984 as KRLR-TV Vusic 21. The first video played on that channel was Video Killed the Radio Star, following in the footsteps of MTV.

Shortly after TBS began Night Tracks, NBC
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...

 launched its music video program called Friday Night Videos
Friday Night Videos
Friday Night Videos is an American music video show broadcast on the NBC television network from July 29, 1983 to December 30, 2000, and was the network's attempt to capitalize on the emerging popularity of music videos as seen on MTV...

 which was considered network television's answer to MTV. Later renamed simply Friday Night, the program ran from 1983 to 2002. ABC's contribution to the music video program genre in 1984, ABC Rocks
ABC Rocks
ABC Rocks is an American music video show broadcast on ABC from June 22, 1984 to August 2, 1985. The thirty-minute show aired on Friday nights at midnight and featured popular rock videos by artists such as Prince, Billy Idol and David Bowie. It is notable as ABC's attempt to produce a show...

, was far less successful, lasting only a year.

TBS founder Ted Turner
Ted Turner
Robert Edward "Ted" Turner III is an American media mogul and philanthropist. As a businessman, he is known as founder of the cable news network CNN, the first dedicated 24-hour cable news channel. In addition, he founded WTBS, which pioneered the superstation concept in cable television...

 started the Cable Music Channel
Cable Music Channel
Cable Music Channel was an all-music video channel created by Ted Turner and launched in 1984 by Turner Broadcasting System, providing the first national competition to MTV...

 in 1984, designed to play a broader mix of music videos than MTV's rock format allowed. But after one month as a money-losing venture, Turner sold it to MTV, who redeveloped the channel into VH1
VH1
VH1 or Vh1 is an American cable television network based in New York City. Launched on January 1, 1985 in the old space of Turner Broadcasting's short-lived Cable Music Channel, the original purpose of the channel was to build on the success of MTV by playing music videos, but targeting a slightly...

.

Music videos on MTV


The original purpose of MTV was to be "Music Television," playing music videos 24 hours a day, 7 days a week, guided by on-air personalities known as VJs, or video jockeys. The original taglines of the channel were "You'll never look at music the same way again," and "On cable. In stereo." Although the original MTV channel no longer plays music videos 24/7, several spinoff channels do so, including MTV Hits and MTV Jams. In addition, videos can be played on-demand at their website.

Internationally, the station continues to support a broad selection of music including 4 channels in the UK that broadcast 23 hours of music video per day.

Original VJs and format



MTV's early format was modeled after AOR
Album-oriented rock
Album-oriented rock is an American FM radio format focusing on album tracks by rock artists.-Music played:Most radio formats are based on a select, tight rotation of hit singles...

 (album oriented rock) radio. It would become a full top 40 station in 1984. 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 initialism DJ (disc jockey
Disc jockey
A disc jockey, also known as DJ, is a person who selects and plays recorded music for an audience. Originally, "disc" referred to phonograph records, not the later Compact Discs. Today, the term includes all forms of music playback, no matter the medium.There are several types of disc jockeys...

). Many VJs eventually became celebrities in their own right. The original five MTV VJs in 1981 were Nina Blackwood
Nina Blackwood
Nina Blackwood is an American disc jockey and music journalist, who was the first of the original five MTV VJs. She has also been an actress and model.-Early life and career:...

, Mark Goodman
Mark Goodman
Mark Goodman is a radio DJ, TV personality, and actor. He is best known as one of the original five VJs on MTV, from 1981-1987. He was supposed to be the first of the five to be broadcast at MTV's premier on August 1, 1981...

, Alan Hunter, J.J. Jackson and Martha Quinn
Martha Quinn
Martha Quinn is best known as one of the original video jockeys on MTV .-Early life:...

.

The early music videos that made up the bulk of MTV's programming in the 1980s were promotional videos [called "promos" in the U.K.] that record companies had commissioned for international use or concert clips from whatever sources could be found.

A large number of rock bands and performers of the 1980s were made popular by MTV. Such acts ranged from new wave
New Wave music
New Wave is a subgenre of :rock music that emerged in the mid to late 1970s alongside punk rock. The term at first generally was synonymous with punk rock before being considered a genre in its own right that incorporated aspects of electronic and experimental music, mod subculture, disco and 1960s...

 to hard rock
Hard rock
Hard rock is a loosely defined genre of rock music which has its earliest roots in mid-1960s garage rock, blues rock and psychedelic rock...

 or heavy metal bands
Heavy metal music
Heavy metal is a genre of rock music that developed in the late 1960s and early 1970s, largely in the Midlands of the United Kingdom and the United States...

 such as Adam Ant
Adam Ant
Adam Ant is an English musician who gained popularity as the lead singer of New Wave/post-punk group Adam and the Ants and later as a solo artist, scoring ten UK top ten hits between 1980 and 1983, including three No.1s...

, Eurythmics
Eurythmics
Eurythmics were a British pop rock duo, formed in 1980, currently disbanded, but known to reunite from time to time. Consisting of members Annie Lennox and David A...

, Culture Club
Culture Club
Culture Club are a British rock band who were part of the 1980s New Romantic movement. The original band consisted of Boy George , Mikey Craig , Roy Hay and Jon Moss...

, The Fixx
The Fixx
The Fixx is an English rock band formed in London in 1979. Their hits include "One Thing Leads to Another," "Red Skies," "Stand or Fall," "Saved by Zero," "Sign of Fire," "Are We Ourselves?," "Secret Separation," "Driven Out," "How Much Is Enough?," and "Deeper and Deeper," which was featured on...

, Split Enz
Split Enz
Split Enz were a New Zealand band of the 1970s and early 1980s featuring Phil Judd and brothers Tim Finn and Neil Finn. They achieved chart success in New Zealand, Australia, and Canada during the early 1980s ‒ most notably with the single "I Got You", and built a cult following elsewhere...

, Prince
Prince (musician)
Prince Rogers Nelson , often known simply as Prince, is an American singer, songwriter, musician, and actor. Prince has produced ten platinum albums and thirty Top 40 singles during his career. Prince founded his own recording studio and label; writing, self-producing and playing most, or all, of...

, Ultravox
Ultravox
Ultravox is a British New Wave rock band. They were one of the primary exponents of the British electronic pop music movement of the late 1970s/early 1980s. The band was particularly associated with the New Romantic and New Wave movements....

, Duran Duran
Duran Duran
Duran Duran are an English band, formed in Birmingham in 1978. They were one of the most successful bands of the 1980s and a leading band in the MTV-driven "Second British Invasion" of the United States...

, Van Halen
Van Halen
Van Halen is an American hard rock band formed in Pasadena, California, in 1972. The band has enjoyed success since the release of its debut album, Van Halen, . As of 2007 Van Halen has sold 80 million albums worldwide and has had the most #1 hits on the Billboard Mainstream Rock chart...

, Bon Jovi
Bon Jovi
Bon Jovi is an American rock band from Sayreville, New Jersey. Formed in 1983, Bon Jovi consists of lead singer and namesake Jon Bon Jovi , guitarist Richie Sambora, keyboardist David Bryan, drummer Tico Torres, as well as current bassist Hugh McDonald...

, RATT
Ratt
Ratt is an American heavy metal band that had significant commercial success in the 1980s. The band is best known for songs such as "Round and Round," "Wanted Man," "Lay It Down," "You're in Love", "Slip of the Lip", "Back For More", "Dance", "Body Talk", "I Want a Woman", and "Way Cool Jr." Ratt...

, Def Leppard
Def Leppard
Def Leppard are an English rock band formed in 1977 in Sheffield as part of the New Wave of British Heavy Metal movement. Since 1992, the band have consisted of Joe Elliott , Rick Savage , Rick Allen , Phil Collen , and Vivian Campbell...

, The Police
The Police
The Police were an English rock band formed in London in 1977. For the vast majority of their history, the band consisted of Sting , Andy Summers and Stewart Copeland...

, and The Cars
The Cars
The Cars are an American rock band that emerged from the early New Wave music scene in the late 1970s. The band consisted of lead singer and rhythm guitarist Ric Ocasek, lead singer and bassist Benjamin Orr, guitarist Elliot Easton, keyboardist Greg Hawkes and drummer David Robinson...

. The network also rotated the videos of "Weird Al" Yankovic
"Weird Al" Yankovic
Alfred Matthew "Weird Al" Yankovic is an American singer-songwriter, music producer, accordionist, actor, comedian, writer, satirist, and parodist. Yankovic is known for his humorous songs that make light of popular culture and that often parody specific songs by contemporary musical acts...

, who made a career out of parodying other artists' videos.

MTV also played some classic rock
Classic rock
Classic rock is a radio format which developed from the album-oriented rock format in the early 1980s. In the United States, the classic rock format features music ranging generally from the late 1960s to the late 1980s, primarily focusing on the hard rock genre that peaked in popularity in the...

 acts from the 1980s and earlier decades, including David Bowie
David Bowie
David Bowie is an English musician, actor, record producer and arranger. A major figure for over four decades in the world of popular music, Bowie is widely regarded as an innovator, particularly for his work in the 1970s...

, Dire Straits
Dire Straits
Dire Straits were a British rock band active from 1977 to 1995, composed of Mark Knopfler , his younger brother David Knopfler , John Illsley , and Pick Withers .Dire Straits' sound drew from a variety of musical influences, including jazz, folk, blues, and came closest...

 (whose 1985 song and video "Money for Nothing
Money for Nothing (song)
"Money for Nothing" is a single by British rock band Dire Straits, taken from their 1985 album Brothers in Arms. It was one of Dire Straits' most successful singles, peaking at number one for three weeks in the United States, and it also reached number one for three weeks on the U.S. Mainstream...

" both referenced MTV and also included the slogan "I want my MTV" in its lyrics), Journey
Journey (band)
Journey is an American rock band formed in 1973 in San Francisco by former members of Santana. The band has gone through several phases; its strongest commercial success occurred between the 1978 and 1987, after which it temporarily disbanded...

, Rush
Rush (band)
Rush is a Canadian rock band formed in August 1968, in the Willowdale neighbourhood of Toronto, Ontario. The band is composed of bassist, keyboardist, and lead vocalist Geddy Lee, guitarist Alex Lifeson, and drummer and lyricist Neil Peart...

, John Mellencamp
John Mellencamp
John Mellencamp, previously known by the stage names Johnny Cougar, John Cougar, and John Cougar Mellencamp, is an American rock singer-songwriter, musician, painter and occasional actor known for his catchy, populist brand of heartland rock that eschews synthesizers and other artificial sounds...

, Billy Joel
Billy Joel
William Martin "Billy" Joel is an American musician and pianist, singer-songwriter, and classical composer. Since releasing his first hit song, "Piano Man", in 1973, Joel has become the sixth best-selling recording artist and the third best-selling solo artist in the United States, according to...

, Genesis
Genesis (band)
Genesis are an English rock band that formed in 1967. The band currently comprises the longest-tenured members Tony Banks , Mike Rutherford and Phil Collins . Past members Peter Gabriel , Steve Hackett and Anthony Phillips , also played major roles in the band in its early years...

, Billy Squier
Billy Squier
William Haislip "Billy" Squier is an American rock musician. Squier had a string of arena rock hits in the 1980s. He is best known for the song "The Stroke" on his 1981 album release Don't Say No...

, Robert Palmer, Rolling Stones, Rod Stewart
Rod Stewart
Roderick David "Rod" Stewart, CBE is a British singer-songwriter and musician, born and raised in North London, England and currently residing in Epping. He is of Scottish and English ancestry....

, The Who
The Who
The Who are an English rock band formed in 1964 by Roger Daltrey , Pete Townshend , John Entwistle and Keith Moon . They became known for energetic live performances which often included instrument destruction...

 and ZZ Top
ZZ Top
ZZ Top is an American rock band, sometimes referred to as "That Little Ol' Band from Texas". Their style, which is rooted in blues-based boogie rock, has come to incorporate elements of arena, southern, and boogie rock. The band, from Houston Texas, formed in 1969...

; newly solo acts such as Robert Plant
Robert Plant
Robert Anthony Plant, CBE is an English singer and songwriter best known as the vocalist and lyricist of the iconic rock band Led Zeppelin. He has also had a successful solo career...

, Phil Collins
Phil Collins
Philip David Charles "Phil" Collins, LVO is an English singer-songwriter, drummer, pianist and actor best known as a drummer and vocalist for British progressive rock group Genesis and as a solo artist....

, Paul McCartney
Paul McCartney
Sir James Paul McCartney, MBE, Hon RAM, FRCM is an English musician, singer-songwriter and composer. Formerly of The Beatles and Wings , McCartney is listed in Guinness World Records as the "most successful musician and composer in popular music history", with 60 gold discs and sales of 100...

, David Lee Roth
David Lee Roth
David Lee Roth is an American rock vocalist, songwriter, actor, author, and former radio personality. Roth was ranked nineteenth by Hit Parader on their list of the 100 Greatest Heavy Metal Singers of All Time....

, and Pete Townshend
Pete Townshend
Peter Dennis Blandford "Pete" Townshend is an English rock guitarist, vocalist, songwriter and author, known principally as the guitarist and songwriter for the rock group The Who, as well as for his own solo career...

; supergroup
Supergroup (music)
In the late 1960s, the term supergroup was coined to describe "a rock music group whose performers are already famous from having performed individually or in other groups"....

 acts such as Asia
Asia (band)
Asia are an English rock group formed in 1981. The band was labelled a supergroup as it included former members of several veteran progressive rock bands, namely John Wetton , Geoff Downes , Steve Howe and Carl Palmer Asia are an English rock group formed in 1981. The band was labelled a...

, Power Station
Power Station (band)
Power Station was a 1980s supergroup made up of singer Robert Palmer, former Chic drummer Tony Thompson, and Duran Duran members John Taylor and Andy Taylor . Bernard Edwards, also of Chic, was involved on the studio side as recording producer. For a short time he also functioned as Power...

, The Firm
The Firm (rock band)
The Firm were a British rock supergroup comprising former Free and Bad Company singer Paul Rodgers, ex-Led Zeppelin guitarist Jimmy Page, ex-Uriah Heep and Manfred Mann's Earth Band drummer Chris Slade and bass player Tony Franklin...

, and Traveling Wilburys
Traveling Wilburys
The Traveling Wilburys were an English–American supergroup consisting of Bob Dylan, George Harrison, Jeff Lynne, Roy Orbison and Tom Petty, accompanied by drummer Jim Keltner...

 as well as forgotten acts such as Michael Stanley Band, Shoes
Shoes (band)
Shoes are an American power pop band, formed in Zion, Illinois, in 1974 by brothers John and Jeff Murphy, and Gary Klebe and incorporating several different drummers over the years including Skip Meyer, Barry Shumaker, Ric Menck, John Richardson, and Jeff Hunter. The Murphy brothers and Klebe were...

, Blotto
Blotto (band)
Blotto was a rock band from Albany, New York which mixed music and humor. They were formed in 1979 out of the remains of the Star Spangled Washboard Band, a "post-hippie" comedy jugband. Blotto music was a sort of combination of New Wave and soul/R&B, but with comical songs. It began as basically a...

 and Taxxi. The hard rock band Kiss
KISS (band)
Kiss is an American rock band formed in New York City in January 1973. Well-known for its members' face paint and flamboyant stage outfits, the group rose to prominence in the mid to late 1970s on the basis of their elaborate live performances, which featured fire breathing, blood spitting,...

 publicly appeared without their trademark makeup for the first time on MTV in 1983.

Also during the early days of the channel, the VJs would let other stars take over the channel within an hour as "Guest VJs" from musicians (Adam Ant
Adam Ant
Adam Ant is an English musician who gained popularity as the lead singer of New Wave/post-punk group Adam and the Ants and later as a solo artist, scoring ten UK top ten hits between 1980 and 1983, including three No.1s...

, Billy Idol
Billy Idol
William Michael Albert Broad , better known by his stage name Billy Idol, is an English rock musician. A member of the Bromley Contingent of Sex Pistols fans, Idol first achieved fame in the punk rock era as a member of the band Generation X...

, Phil Collins
Phil Collins
Philip David Charles "Phil" Collins, LVO is an English singer-songwriter, drummer, pianist and actor best known as a drummer and vocalist for British progressive rock group Genesis and as a solo artist....

, Simon LeBon and Nick Rhodes
Nick Rhodes
Nick Rhodes is an English musician, is best known as the keyboardist of the pop rock band Duran Duran...

 of Duran Duran
Duran Duran
Duran Duran are an English band, formed in Birmingham in 1978. They were one of the most successful bands of the 1980s and a leading band in the MTV-driven "Second British Invasion" of the United States...

, Tina Turner
Tina Turner
Tina Turner is an American singer and actress whose career has spanned more than 50 years. She has won numerous awards and her achievements in the rock music genre have led many to call her the "Queen of Rock 'n' Roll".Turner started out her music career with husband Ike Turner as a member of the...

) to comedians (Eddie Murphy
Eddie Murphy
Edward Regan "Eddie" Murphy is an American stand-up comedian, actor, writer, singer, director, and musician....

, Martin Short
Martin Short
Martin Hayter Short, CM is a Canadian actor, comedian, writer, singer and producer. He is best-known for his comedy work, particularly on the TV programs SCTV and Saturday Night Live...

, Dan Aykroyd
Dan Aykroyd
Daniel Edward "Dan" Aykroyd, CM is a Canadian comedian, actor, screenwriter, musician, winemaker and ufologist. He was an original cast member of Saturday Night Live, an originator of The Blues Brothers and Ghostbusters and has had a long career as a film actor and screenwriter.-Early...

, Steven Wright
Steven Wright
Steven Alexander Wright is an American comedian, actor and writer. He is known for his distinctly lethargic voice and slow, deadpan delivery of ironic, philosophical and sometimes nonsensical jokes and one-liners with contrived situations.-Early life and career:Wright was born in Mount Auburn...

) as they pick their favorite videos.

Breaking the "color barrier"



During MTV's first few years on the air, very few black
African American
African Americans are citizens or residents of the United States who have at least partial ancestry from any of the native populations of Sub-Saharan Africa and are the direct descendants of enslaved Africans within the boundaries of the present United States...

 artists were included in rotation on the channel. Those who were in MTV's rotation included Eddy Grant
Eddy Grant
Edmond Montague "Eddy" Grant is a musician, born in Plaisance, Guyana.- Life and career :When he was still a young boy, his parents emigrated to London, UK, where he settled. He lived in Kentish Town and went to school at the Acland Burghley Secondary Modern at Tufnell Park...

, Tina Turner
Tina Turner
Tina Turner is an American singer and actress whose career has spanned more than 50 years. She has won numerous awards and her achievements in the rock music genre have led many to call her the "Queen of Rock 'n' Roll".Turner started out her music career with husband Ike Turner as a member of the...

 and Donna Summer
Donna Summer
LaDonna Adrian Gaines , known by her stage name, Donna Summer, is an American singer/songwriter who gained prominence during the disco era of the 1970s. She has a mezzo-soprano vocal range. Summer is a five-time Grammy winner and was the first artist to have three consecutive double albums reach...

. The very first non-white act played on MTV in the US was UK band The Specials
The Specials
The Specials are an English 2 Tone ska revival band formed in 1977 in Coventry, England. Their music combines a "danceable ska and rocksteady beat with punk's energy and attitude", and had a "more focused and informed political and social stance" than other ska groups...

, which featured an integrated line-up of white and black musicians and vocalists. The Specials' video "Rat Race" was played as the 58th video on the station's first day of broadcasting.

MTV rejected other black artists' videos, such as Rick James
Rick James
James Ambrose Johnson, Jr. , better known by his stage name Rick James, was an American singer, songwriter, musician and record producer. James was a popular performer in the late 1970s and 1980s, scoring four number-one hits on the U.S. R&B charts performing in the genres of funk and R&B...

' "Super Freak
Super Freak
"Super Freak" is a 1981 hit single produced and performed by Rick James. The song, co-written by James and Alonzo Miller, was first released on James' album Street Songs and became one of James' signature songs. It features background vocals from Motown labelmates The Temptations, in which the bass...

", because they didn't fit the channel's carefully selected AOR format at the time. The exclusion enraged James; he publicly advocated the addition of more black artists' videos on the channel. Rock legend David Bowie
David Bowie
David Bowie is an English musician, actor, record producer and arranger. A major figure for over four decades in the world of popular music, Bowie is widely regarded as an innovator, particularly for his work in the 1970s...

 also questioned MTV's lack of black artists during an on-air interview with VJ Mark Goodman
Mark Goodman
Mark Goodman is a radio DJ, TV personality, and actor. He is best known as one of the original five VJs on MTV, from 1981-1987. He was supposed to be the first of the five to be broadcast at MTV's premier on August 1, 1981...

 in 1983. MTV's original head of talent and acquisition, Carolyn B. Baker, who was black, had questioned why the definition of music had to be so narrow, as had a few others outside the network.

Before 1983, Michael Jackson
Michael Jackson
Michael Joseph Jackson was an American recording artist, entertainer, and businessman. Referred to as the King of Pop, or by his initials MJ, Jackson is recognized as the most successful entertainer of all time by Guinness World Records...

 also struggled to receive airtime on MTV. To resolve the struggle and finally "break the color barrier," the president of CBS Records
Columbia Records
Columbia Records is an American record label, owned by Japan's Sony Music Entertainment, operating under the Columbia Music Group with Aware Records. It was founded in 1888, evolving from an earlier enterprise, the American Graphophone Company — successor to the Volta Graphophone Company...

 at the time, Walter Yetnikoff
Walter Yetnikoff
Walter Yetnikoff is a former music executive.Yetnikoff has retired and gone on to write his memoirs, "Howling at the Moon"...

, denounced MTV in a strong, profane statement, threatening to take away MTV's ability to play any of the record label's music videos. However, Les Garland
Les Garland
Les Garland began his career as a radio and television personality and went on to become an influential radio programmers of the 70's, exerting even more influence on the 80's as co-founder/originator of both MTV: Music Television and VH-1...

, then acquisitions head, said he decided to air Jackson's "Billie Jean
Billie Jean
"Billie Jean" is a dance-pop/R&B song by American recording artist Michael Jackson. It was written, composed, and co-produced by Jackson, and produced by Quincy Jones from the singer's sixth album, Thriller . Originally disliked by Jones, the track was almost removed from the album after he and...

" video without pressure from CBS. This was contradicted by CBS head of Business Affairs David Benjamin in Vanity Fair. In any case, MTV began showing the "Billie Jean" video in regular rotation in 1983, forming a lengthy partnership with Jackson and helping other black music artists.

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." After airing Jackson's music videos, Jackson became even more popular. This move helped other black artists such as Prince
Prince (musician)
Prince Rogers Nelson , often known simply as Prince, is an American singer, songwriter, musician, and actor. Prince has produced ten platinum albums and thirty Top 40 singles during his career. Prince founded his own recording studio and label; writing, self-producing and playing most, or all, of...

, Whitney Houston
Whitney Houston
Whitney Elizabeth Houston is an American singer, actress, producer and a former model. Houston is the most awarded female act of all time, according to Guinness World Records, and her list of awards include 1 Emmy Award, 6 Grammy Awards, 30 Billboard Music Awards, 22 American Music Awards, among...

, and Jackson's younger sister, Janet Jackson
Janet Jackson
Janet Damita Jo Jackson is an American recording artist and actress. Known for a series of sonically innovative, socially conscious and sexually provocative records, as well as elaborate stage shows, television and film roles, she has been a prominent figure in popular culture for over 25 years...

 break into heavy rotation on the channel. Jonathan Cohen of Billboard magazine commented Janet Jackson's "accessible sound and spectacularly choreographed videos were irresistible to MTV, and helped the channel evolve from rock programming to a broader, beat-driven musical mix."

Other early criticism


As early as 1983, because of MTV's visibility as a promotional tool for the recording industry, the channel was accused of devaluing the importance of music, replacing quality with a purely visual aesthetic and shunning equally popular but less image-centric or single-based acts. That year, Rolling Stone
Rolling Stone
Rolling Stone is a US-based magazine devoted to music, liberal politics, and popular culture that is published every two weeks. Rolling Stone was founded in San Francisco in 1967 by Jann Wenner and music critic Ralph J...

s Steven Levy
Steven Levy
Steven Levy is an American journalist who has written several books on computers, technology, cryptography, the Internet, cybersecurity, and privacy.-Career:...

 wrote, "MTV's greatest achievement has been to coax rock & roll into the video arena where you can't distinguish between entertainment and the sales pitch." One musician that also criticized MTV for these reasons was Jello Biafra
Jello Biafra
Jello Biafra is an American musician, spoken word artist and leading figure of the Green Party of the United States. Biafra first gained attention as the lead singer and songwriter for San Francisco punk rock band Dead Kennedys...

 of the Dead Kennedys
Dead Kennedys
Dead Kennedys are an American punk rock band formed in San Francisco, California in 1978. The band became part of the American hardcore punk movement of the early 1980s. They gained a large underground fanbase in the international punk music scene....

; the band released a song in 1985 titled "MTV, Get Off The Air". Various groups and individuals since then have criticized MTV for similar reasons, insisting that the channel has a responsibility as "Music Television" to play more music videos and uphold better critical standards for the music videos that they choose to feature in rotation.

Music video series


MTV introduced 120 Minutes
120 Minutes
120 Minutes is a television show in the United States dedicated to alternative music, originally airing on MTV from 1986 to 2000, and then on MTV's sister channel MTV2 from 2001 to 2003....

 in 1986, a show that would feature low-rotation, alternative rock
Alternative rock
Alternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...

 and other "underground" videos for the next 14 years on MTV and three additional years on sister channel MTV2
MTV2
MTV2 is a cable network that is widely available in the United States on digital cable and satellite television, and is progressively being added to analogue cable lineups across the nation...

. The program then became known as Subterranean
Subterranean (TV series)
Subterranean was a weekly music show on MTV2 dedicated to alternative, indie, and underground music and artists. The show was made as the modern-day continuation of MTV's 120 Minutes...

 on MTV2. Then on July 31, 2011, 120 Minutes
120 Minutes
120 Minutes is a television show in the United States dedicated to alternative music, originally airing on MTV from 1986 to 2000, and then on MTV's sister channel MTV2 from 2001 to 2003....

 was currently resurrected with Matt Pinfield
Matt Pinfield
Matt Pinfield is a music personality and TV host, best known for being a video deejay on MTV and VH1. He currently lives in Harrison, New Jersey having previously resided in East Brunswick Township...

 taking over hosting duties once again and airing monthly on MTV2
MTV2
MTV2 is a cable network that is widely available in the United States on digital cable and satellite television, and is progressively being added to analogue cable lineups across the nation...

.

Another after hours show was added in 1987, Headbangers Ball
Headbangers Ball
Headbangers Ball is a music television program consisting of heavy metal music videos airing on MTV2, MTV Australia, MTV Two , MTV Adria , MTV Brand New, MTV Portugal, MTV Finland, MTV Arabia, MTV Norway, MTV Sweden, MTV Denmark, MTV Greece, MTV Türkiye, MTV...

. This popular show featured heavy metal music and news. Before its abrupt cancellation in 1995, it featured several hosts, notably Riki Rachtman
Riki Rachtman
Riki Rachtman is an American television and radio personality.-Rock scene:At the age of 16, Rachtman auditioned to sing in the band the Angry Samoans, and the next year he was in a band called the Fairlanes. In the late 1980s, Rachtman was lead vocalist of the L.A. Metal Act "Virgin"...

 and Adam Curry
Adam Curry
Adam Clark Curry is a broadcasting and Internet personality well known for his stint from 1987 to 1994 as a video jockey on the music video channel MTV. In the mid-1990s, Curry was a World Wide Web entrepreneur and one of the first celebrities to personally create and administer a Web site...

. Headbangers Ball remains an iconic identifier of heavy metal music. A weekly block of music videos with the name Headbangers Ball has aired since 2003 on sister channel MTV2.

In 1988, MTV debuted Yo! MTV Raps
Yo! MTV Raps
Yo! MTV Raps was a two-hour American television music video program, which ran from August 1988 to August 1995 through its original Yo! MTV Raps name and later by Yo! . The program was the first hip hop music show on the network, based on the original MTV Europe show, aired one year earlier. The U.S...

, 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. The concept was reintroduced as Direct Effect
Direct effect
Direct effect is the principle of European Union law according to which provisions of Union law may, if appropriately framed, confer rights and impose obligations on individuals which the courts of European Union member states are bound to recognise and enforce...

 in 2000, which became Sucker Free
Sucker Free
Sucker Free, known as Sucker Free Daily on weekdays and then Sucker Free Countdown on Sundays, is MTV2's sole hip-hop video block. Previously, Sucker Free aired weekdays for one hour, then eventually sporadically until the week leading to February 28, 2010. Sucker Free Countdown, its 2 hour top 15...

 in 2006 and was cancelled in 2008, after briefly celebrating the 20th anniversary of Yo! MTV Raps throughout the months of April and May 2008. Despite its cancellation on MTV, a weekly countdown of hip-hop videos known as Sucker Free still airs on MTV2.

By the beginning of the 1990s, the channel debuted Dial MTV
Dial MTV
Dial MTV was a television series on MTV that played music videos. It premiered February 17,1986. Much like Total Request Live, Dial MTV played the top five or top ten most requested videos of the day, as requested by viewers who dialed in to vote for their favorite video...

, a daily top ten music video countdown show for which viewers could call the toll-free telephone number
Toll-free telephone number
A toll-free, Freecall, Freephone, 800, 0800 or 1-800 number is a special telephone number which is free to the calling party, and instead the telephone carrier charges the called party the cost of the call...

 1-800-DIAL-MTV to request a music video. Although Dial MTV was short-lived, the phone number remained in use for video requests until 2006.

Live concerts


Throughout its history, MTV has covered global benefit concert series live. For most of July 13, 1985, MTV showed the Live Aid
Live Aid
Live Aid was a dual-venue concert that was held on 13 July 1985. The event was organized by Bob Geldof and Midge Ure to raise funds for relief of the ongoing Ethiopian famine. Billed as the "global jukebox", the event was held simultaneously in Wembley Stadium in London, England, United Kingdom ...

 concerts, held in London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...

 and Philadelphia and organized by Bob Geldof
Bob Geldof
Robert Frederick Zenon "Bob" Geldof, KBE is an Irish singer, songwriter, author, occasional actor and political activist. He rose to prominence as the lead singer of the Irish rock band The Boomtown Rats in the late 1970s and early 1980s alongside the punk rock movement. The band had hits with his...

 and Midge Ure
Midge Ure
James "Midge" Ure, OBE is a Scottish guitarist, singer, keyboard player, and songwriter...

 to raise funds for famine relief in Ethiopia
Ethiopia
Ethiopia , officially known as the Federal Democratic Republic of Ethiopia, is a country located in the Horn of Africa. It is the second-most populous nation in Africa, with over 82 million inhabitants, and the tenth-largest by area, occupying 1,100,000 km2...

. While the ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...

 network showed only selected highlights during primetime, MTV broadcast 16 hours of coverage.

In 1989, MTV began to premiere music-based specials such as MTV Unplugged
MTV Unplugged
MTV Unplugged is a TV series showcasing many popular musical artists usually playing acoustic instruments. The show has received the George Foster Peabody Award and 3 Primetime Emmy nominations among many accolades.-Unplugged:...

, an acoustic performance show, which has featured dozens of acts as its guests and has remained active in numerous iterations on various platforms for over 20 years.

Along with VH1, MTV broadcast the Live 8
Live 8
Live 8 was a string of benefit concerts that took place on 2 July 2005, in the G8 states and in South Africa. They were timed to precede the G8 Conference and summit held at the Gleneagles Hotel in Auchterarder, Scotland from 6–8 July 2005; they also coincided with the 20th anniversary of Live Aid...

 concerts, a series of concerts set in the G8
G8
The Group of Eight is a forum, created by France in 1975, for the governments of seven major economies: Canada, France, Germany, Italy, Japan, the United Kingdom, and the United States. In 1997, the group added Russia, thus becoming the G8...

 states and South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...

, on July 2, 2005. Live 8 preceded the 31st G8 summit
31st G8 summit
The 31st G8 summit was held from July 6 to July 8, 2005 at the Gleneagles Hotel in Auchterarder, Scotland, United Kingdom and hosted by British Prime Minister Tony Blair...

 and 20th anniversary of Live Aid. MTV drew heavy criticism for its coverage of Live 8
Live 8
Live 8 was a string of benefit concerts that took place on 2 July 2005, in the G8 states and in South Africa. They were timed to precede the G8 Conference and summit held at the Gleneagles Hotel in Auchterarder, Scotland from 6–8 July 2005; they also coincided with the 20th anniversary of Live Aid...

. The network cut to commercials, VJ commentary, or other performances during performances. Complaints surfaced on the Internet over MTV interrupting the reunion of Pink Floyd
Pink Floyd
Pink Floyd were an English rock band that achieved worldwide success with their progressive and psychedelic rock music. Their work is marked by the use of philosophical lyrics, sonic experimentation, innovative album art, and elaborate live shows. Pink Floyd are one of the most commercially...

. In response, MTV president Van Toeffler stated that he wanted to broadcast highlights from every venue of Live 8 on MTV and VH1 and clarified that network hosts talked over performances only in transition to commercials, informative segments, or other musical performances. Toeffler acknowledged that "MTV should not have placed such a high priority on showing so many acts, at the expense of airing complete sets by key artists." He also blamed the Pink Floyd interruption on a mandatory cable affiliate break. MTV averaged 1.4 million viewers for its original July 2 broadcast of Live 8. Consequently, MTV and VH1 aired five hours of uninterrupted Live 8 coverage on July 9, with each channel airing different blocks of artists.

On July 7, 2007, MTV broadcast the Live Earth
Live Earth (2007 concert)
Live Earth is an annual event developed to combat climate change. The first series of benefit concerts were held on July 7, 2007. The concerts brought together more than 150 musical acts in eleven locations around the world which were broadcast to a mass global audience through televisions, radio,...

 concerts, which took place around the world to raise awareness of climate change
Climate change
Climate change is a significant and lasting change in the statistical distribution of weather patterns over periods ranging from decades to millions of years. It may be a change in average weather conditions or the distribution of events around that average...

.

Rise of the directors


By the early 1990s, MTV was playing a combination of pop-friendly hard rock acts, chart-topping metal and hard rock acts such as Metallica
Metallica
Metallica is an American heavy metal band from Los Angeles, California. Formed in 1981 when James Hetfield responded to an advertisement that drummer Lars Ulrich had posted in a local newspaper. The current line-up features long-time lead guitarist Kirk Hammett and bassist Robert Trujillo ...

, Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

 and Guns N' Roses
Guns N' Roses
Guns N' Roses is an American hard rock band, formed in Hollywood, Los Angeles, California, in 1985. The band has released six studio albums, three EPs, and one live album...

, pop singers such as Michael Jackson
Michael Jackson
Michael Joseph Jackson was an American recording artist, entertainer, and businessman. Referred to as the King of Pop, or by his initials MJ, Jackson is recognized as the most successful entertainer of all time by Guinness World Records...

, Madonna
Madonna (entertainer)
Madonna is an American singer-songwriter, actress and entrepreneur. Born in Bay City, Michigan, she moved to New York City in 1977 to pursue a career in modern dance. After performing in the music groups Breakfast Club and Emmy, she released her debut album in 1983...

, 2 Unlimited
2 Unlimited
2 Unlimited is a Dutch Eurodance/Hi-NRG act formed in 1991. The project was the brainchild of Belgian producers Jean-Paul DeCoster and Phil Wilde, and was fronted by a Dutch duo, rapper Ray Slijngaard and singer Anita Doth. During five years of enormous worldwide popularity, the act scored 16 chart...

 and New Kids on the Block
New Kids on the Block
New Kids on the Block are an American boy band from Boston, Massachusetts, assembled in 1984 by producer Maurice Starr. The band currently consists of brothers Jordan and Jonathan Knight, Joey McIntyre, Donnie Wahlberg, and Danny Wood.New Kids on the Block enjoyed success in the late 1980s and...

, and R&B quartets such as New Edition
New Edition
New Edition is an R&B group formed in Boston in 1978. The group reached its height of popularity during the 1980s. They were the progenitors of the boy band movement of the 1980s and 1990s and led the way for groups like New Kids on the Block, Boyz II Men, Backstreet Boys and 'N Sync...

, Bell Biv Devoe
Bell Biv DeVoe
Bell Biv DeVoe is an American R&B musical group which branched off from New Edition. It consists of three of New Edition's previous members, Ricky Bell, Michael Bivins, and Ronnie DeVoe...

, Tony Toni Tone, and Boyz II Men
Boyz II Men
Boyz II Men is an American R&B vocal group best known for emotional ballads and a cappella harmonies. They are the most successful R&B group of all time, having sold more than albums worldwide. In the 1990s, Boyz II Men found fame on Motown Records as a quartet, but original member Michael McCary...

, while introducing hit rappers Vanilla Ice
Vanilla Ice
Robert Matthew Van Winkle , best known by his stage name Vanilla Ice, is an American rapper, extreme athlete and home improvement television personality...

 and MC Hammer
MC Hammer
Stanley Kirk Burrell , better known by his stage name MC Hammer , is an American rapper, entertainer, business entrepreneur, dancer and actor. He had his greatest commercial success and popularity from the late 1980s until the mid-1990s...

. MTV progressively increased its airing of hip hop
Hip hop music
Hip hop music, also called hip-hop, rap music or hip-hop music, is a musical genre consisting of a stylized rhythmic music that commonly accompanies rapping, a rhythmic and rhyming speech that is chanted...

 acts, such as LL Cool J
LL Cool J
James Todd Smith , better known as LL Cool J , is an American rapper, entrepreneur, and actor...

, Naughty By Nature
Naughty by Nature
Naughty by Nature are a Grammy Award-winning American hip hop trio from East Orange, New Jersey that at the time of its formation in 1989 consisted of Treach, Vin Rock, and the DJ Kay Gee...

, Onyx
Onyx
Onyx is a banded variety of chalcedony. The colors of its bands range from white to almost every color . Commonly, specimens of onyx contain bands of black and/or white.-Etymology:...

 and Sir-Mix-A-Lot, and by 1993, the channel added West Coast
West Coast hip hop
West Coast hip hop is a hip hop music subgenre that encompasses any artists or music that originates in the westernmost region of the United States, as opposed to East Coast hip hop, based originally in New York alone...

 rappers previously associated with gangsta rap
Gangsta rap
Gangsta Rap is a subgenre of hip hop music that evolved from hardcore hip hop and purports to reflect urban crime and the violent lifestyles of inner-city youths. Lyrics in gangsta rap have varied from accurate reflections to fictionalized accounts. Gangsta is a non-rhotic pronunciation of the word...

, with a less pop-friendly sound, such as Tupac Shakur
Tupac Shakur
Tupac Amaru Shakur , known by his stage names 2Pac and Makaveli, was an American rapper and actor. Shakur has sold over 75 million albums worldwide as of 2007, making him one of the best-selling music artists in the world...

, Ice Cube
Ice Cube
O'Shea Jackson , better known by his stage name Ice Cube, is an American rapper and actor. He began his career as a member of the hip-hop group C.I.A. and later joined the rap group N.W.A. After leaving N.W.A in December 1989, he built a successful solo career in music, and also as a writer,...

, Warren G
Warren G
Warren G , is an American West Coast rapper and hip hop producer. He is also Dr. Dre's half-brother.His biggest hit is the song "Regulate" with Nate Dogg released in 1994...

, Dr. Dre
Dr. Dre
Andre Romelle Young , primarily known by his stage name Dr. Dre, is an American record producer, rapper, record executive, entrepreneur, and occasional actor. He is the founder and current CEO of Aftermath Entertainment and a former co-owner and artist of Death Row Records...

 and Snoop Dogg
Snoop Dogg
Calvin Cordozar Broadus, Jr. , better known by his stage name Snoop Dogg, is an American rapper, record producer, and actor. Snoop is best known as a rapper in the West Coast hip hop scene, and for being one of Dr. Dre's most notable protégés. Snoop Dogg was a Crip gang member while in high school...

.

To accompany the new sounds, a new form of music videos came about: more creative, funny, artistic, experimental, and technically accomplished than those in the 1980s. Several noted film directors got their start creating music videos. After pressure from the MVPA (Music Video Producers Association – later changed to Music Video Production Association) MTV began listing the names of the videos' directors at the bottom of the credits by December 1992. As a result, MTV's viewers became familiar with the names of Spike Jonze
Spike Jonze
Spike Jonze is an American director, producer and actor, whose work includes music videos, commercials, film and television...

, Michel Gondry
Michel Gondry
Michel Gondry is an Academy Award winning filmmaker, whose works include being a commercial director, music video director, and a screenwriter. He is noted for his inventive visual style and manipulation of mise en scène. - Life and career :...

, David Fincher
David Fincher
David Andrew Leo Fincher is an American film and music video director. Known for his dark and stylish thrillers, such as Seven , The Game , Fight Club , Panic Room , and Zodiac , Fincher received Academy Award nominations for Best Director for his 2008 film The Curious Case of Benjamin Button and...

, Samuel Bayer
Samuel Bayer
Samuel David Bayer is an American commercial, music video and film director, and cinematographer.-Early life:Bayer was born in Syracuse, New York...

, Matt Mahurin
Matt Mahurin
Matt Mahurin is an American illustrator, photographer and film director. Mahurin's illustrations appear in Time, Newsweek, Mother Jones, Rolling Stone, Esquire, Forbes, and The New York Times.Mahurin's work as a photo essayist has dealt with subjects such as homelessness, people with AIDS, the...

, Mark Romanek
Mark Romanek
Mark Romanek is an American filmmaker, whose directing work includes feature films, music videos and commercials.He wrote and directed the critically acclaimed 2002 film One Hour Photo starring Robin Williams...

, Jonathan Dayton and Valerie Faris
Jonathan Dayton and Valerie Faris
Jonathan Dayton and Valerie Faris are a team of American music video directors, also husband and wife, that received critical acclaim for their feature film directorial debut, Little Miss Sunshine....

, Anton Corbijn
Anton Corbijn
Anton Corbijn is a Dutch photographer, music video and film director. He is the creative director behind the visual output of Depeche Mode and U2, having handled the principal promotion and sleeve photography for both for more than a decade...

, Mark Pellington
Mark Pellington
-Life and career:Pellington was born in Baltimore, Maryland. He directed The Mothman Prophecies, a 2002 film starring Richard Gere dealing with mysterious deaths foretold by a strange red-eyed flying creature, Mothman, as well as Arlington Road in 1999 starring Tim Robbins and Jeff Bridges....

, Tarsem, Hype Williams
Hype Williams
Harold "Hype" Williams , previously known as HYPE, is an American music video and film director of African-American and Honduran descent. His nickname "Hype" comes from his hyperactive nature as a child....

, Jake Scott
Jake Scott (director)
Jake Scott is a British film director who works primarily in the field of music videos. Most of his works were produced under the Ridley Scott Associates banner or RSA's music video subdivision Black Dog Films...

, Jonathan Glazer
Jonathan Glazer
Jonathan Glazer is an English director of films, commercials and music videos.-Biography:After studying theatre design at Nottingham Trent University, Glazer started out directing theatre and making film and television trailers, including award-winning work for the BBC...

, Marcus Nispel
Marcus Nispel
Marcus Nispel is a German–American feature film director and producer, and formerly a director of television commercials and music videos. Many of his films have been remakes, all of which have met with a negative critical reception....

, F. Gary Gray
F. Gary Gray
Felix Gary Gray is an American music video and film director.-Life and career:Gray began his career in 1992 with his music video for Ice Cube's "It Was a Good Day." The video, a literal adaptation of the lyrics, was critically well received. He would go on to direct subsequent videos for Ice Cube,...

, Jim Yukich, Russell Mulcahy
Russell Mulcahy
Russell Mulcahy is an Australian film director. His work is easily recognized by his use of fast cuts, tracking shots and use of glowing lights.- Music videos :...

, Steve Barron
Steve Barron
Steven "Steve" Barron is a director and producer, best known for directing the films Coneheads , Teenage Mutant Ninja Turtles and the innovative music videos for a-ha's "Take on Me" and Michael Jackson's "Billie Jean"....

 and Marty Callner
Marty Callner
Marty Callner is a director. His primary work is with music videos. Marty has directed work from such popular artists as Cher, The Rolling Stones and Aerosmith and has work recorded back as far as 1977 and as recent as 2009. He has been nominated for 7 Emmys, 3 DGAs, and 1 CableACE Award...

, among others.

As the PBS
Public Broadcasting Service
The Public Broadcasting Service is an American non-profit public broadcasting television network with 354 member TV stations in the United States which hold collective ownership. Its headquarters is in Arlington, Virginia....

 series Frontline explored, MTV was a driving force that catapulted music videos to a mainstream audience, turning music videos into an art form as well as a marketing machine that became beneficial to artists. Danny Goldberg, chairman and CEO of Artemis Records, said the following about the art of music videos: "I know when I worked with Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

, Kurt Cobain
Kurt Cobain
Kurt Donald Cobain was an American singer-songwriter, musician and artist, best known as the lead singer and guitarist of the grunge band Nirvana...

 cared as much about the videos as he did about the records. He wrote the scripts for them, he was in the editing room, and they were part of his art. And I think they stand up as part of his art, and I think that's true of the great artists today. Not every artist is a great artist and not every video is a good video, but in general having it available as a tool, to me, adds to the business. And I wish there had been music videos in the heyday of the Beatles
The Beatles
The Beatles were an English rock band, active throughout the 1960s and one of the most commercially successful and critically acclaimed acts in the history of popular music. Formed in Liverpool, by 1962 the group consisted of John Lennon , Paul McCartney , George Harrison and Ringo Starr...

, and the Rolling Stones
The Rolling Stones
The Rolling Stones are an English rock band, formed in London in April 1962 by Brian Jones , Ian Stewart , Mick Jagger , and Keith Richards . Bassist Bill Wyman and drummer Charlie Watts completed the early line-up...

. I think they would've added to their creative contribution, not subtracted from it." The Beatles did produce music videos specifically for television broadcast once their massive popularity made it less practical for them to appear in person.

Alternative is mainstream


Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

 led a sweeping transition into the rise of alternative rock
Alternative rock
Alternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...

 music on MTV in 1991 with their popular video for "Smells Like Teen Spirit
Smells Like Teen Spirit
"Smells Like Teen Spirit" is a song by the American grunge band Nirvana. It is the opening track and lead single from the band's second album, Nevermind , released on DGC Records...

". By late 1991 going into 1992, MTV began frequently airing videos from their heavily promoted "Buzz Bin
Buzz Bin
MTV's Buzz Bin was a select group of music videos by up and coming artists and bands that the network deemed "buzz worthy", "cutting edge", or "the next big thing"...

", such as Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

, Pearl Jam
Pearl Jam
Pearl Jam is an American rock band that formed in Seattle, Washington, in 1990. Since its inception, the band's line-up has included Eddie Vedder , Jeff Ament , Stone Gossard , and Mike McCready...

, Alice in Chains
Alice in Chains
Alice in Chains is an American rock band formed in Seattle, Washington, in 1987 by guitarist and songwriter Jerry Cantrell and original lead vocalist Layne Staley. The initial lineup was rounded out by drummer Sean Kinney, and bassist Mike Starr...

, Soundgarden
Soundgarden
Soundgarden is an American rock band formed in Seattle, Washington in 1984 by singer Chris Cornell, lead guitarist Kim Thayil, and bassist Hiro Yamamoto...

, Nine Inch Nails
Nine Inch Nails
Nine Inch Nails is an American industrial rock project, founded in 1988 by Trent Reznor in Cleveland, Ohio. As its main producer, singer, songwriter, and instrumentalist, Reznor is the only official member of Nine Inch Nails and remains solely responsible for its direction...

, Tori Amos
Tori Amos
Tori Amos is an American pianist, singer-songwriter and composer. She was at the forefront of a number of female singer-songwriters in the early 1990s and was noteworthy early in her career as one of the few alternative rock performers to use a piano as her primary instrument...

, PM Dawn, Arrested Development, Björk
Björk
Björk Guðmundsdóttir , known as Björk , is an Icelandic singer-songwriter. Her eclectic musical style has achieved popular acknowledgement and popularity within many musical genres, such as rock, jazz, electronic dance music, classical and folk...

, and Gin Blossoms
Gin Blossoms
Gin Blossoms is an American pop rock band formed in 1987, in Tempe, Arizona. They took their name from a photo of W.C. Fields which bore the caption "W.C. Fields with gin blossoms", referring to what appeared to be the actor's gin-ravaged nose, but was actually a skin condition known as rosacea...

. MTV increased rotation of its weekly alternative music program 120 Minutes
120 Minutes
120 Minutes is a television show in the United States dedicated to alternative music, originally airing on MTV from 1986 to 2000, and then on MTV's sister channel MTV2 from 2001 to 2003....

 and added the daily Alternative Nation
Alternative Nation
Alternative Nation was a television show in the U.S. dedicated to alternative music. It aired on MTV from 1992 to 1997, mostly on weeknights. It was hosted by Kennedy.- History :...

 to play videos of these and other underground music acts. Subsequently, grunge and alternative rock had a rise in mainstream tastes, while 1980s style hair bands and traditional rockers were phased out, with some exceptions such as Aerosmith
Aerosmith
Aerosmith is an American rock band, sometimes referred to as "The Bad Boys from Boston" and "America's Greatest Rock and Roll Band". Their style, which is rooted in blues-based hard rock, has come to also incorporate elements of pop, heavy metal, and rhythm and blues, and has inspired many...

 and Tom Petty
Tom Petty
Thomas Earl "Tom" Petty is an American singer-songwriter and multi-instrumentalist. He is the frontman of Tom Petty and the Heartbreakers and was a founding member of the late 1980s supergroup Traveling Wilburys and Mudcrutch. He has also performed under the pseudonyms of Charlie T...

. Older acts such as R.E.M.
R.E.M.
R.E.M. was an American rock band formed in Athens, Georgia, in 1980 by singer Michael Stipe, guitarist Peter Buck, bassist Mike Mills and drummer Bill Berry. One of the first popular alternative rock bands, R.E.M. gained early attention due to Buck's ringing, arpeggiated guitar style and Stipe's...

 and U2
U2
U2 are an Irish rock band from Dublin. Formed in 1976, the group consists of Bono , The Edge , Adam Clayton , and Larry Mullen, Jr. . U2's early sound was rooted in post-punk but eventually grew to incorporate influences from many genres of popular music...

 remained relevant by making their music more experimental or unexpected.

In 1993, more hit alternative rock acts were on heavy rotation, such as Stone Temple Pilots
Stone Temple Pilots
Stone Temple Pilots is an American rock band from San Diego, California that consists of Scott Weiland , brothers Robert DeLeo and Dean DeLeo , and Eric Kretz ....

, Soul Asylum
Soul Asylum
Soul Asylum is an American alternative rock band that formed in Minneapolis, Minnesota in 1983.The band originally formed in 1981 under the name Loud Fast Rules, with the original line-up consisting of Dan Murphy, Dave Pirner, Karl Mueller and Pat Morley. The latter was replaced by Grant Young in...

, Rage Against the Machine
Rage Against the Machine
Rage Against the Machine is an American rock band from Los Angeles, California. Formed in 1991, the group's line-up consists of vocalist Zack de la Rocha, bassist and backing vocalist Tim Commerford, guitarist Tom Morello and drummer Brad Wilk...

, Tool
Tool (band)
Tool is an American rock band from Los Angeles, California. Formed in 1990, the group's line-up has included drummer Danny Carey, guitarist Adam Jones, and vocalist Maynard James Keenan. Since 1995, Justin Chancellor has been the band's bassist, replacing their original bassist Paul D'Amour...

, Beck
Beck
Beck Hansen is an American musician, singer-songwriter and multi-instrumentalist, known by the stage name Beck...

, Therapy?
Therapy?
Therapy? is an alternative metal band from Northern Ireland. The band was formed in 1989 by guitarist–vocalist Andy Cairns from Ballyclare and drummer-vocalist Fyfe Ewing from Larne, Northern Ireland. The band initially recorded their first demo with Cairns filling in on bass guitar...

, Radiohead
Radiohead
Radiohead are an English rock band from Abingdon, Oxfordshire, formed in 1985. The band consists of Thom Yorke , Jonny Greenwood , Ed O'Brien , Colin Greenwood and Phil Selway .Radiohead released their debut single "Creep" in 1992...

, and The Smashing Pumpkins
The Smashing Pumpkins
The Smashing Pumpkins are an American alternative rock band that formed in Chicago, Illinois in 1988. Formed by Billy Corgan frontman and James Iha , the band has included Jimmy Chamberlin , D'arcy Wretzky , and currently includes Jeff Schroeder Mike Byrne , and Nicole Fiorentino The Smashing...

. Other hit acts such as Weezer
Weezer
Weezer is an American alternative rock band. The band currently consists of Rivers Cuomo , Patrick Wilson , Brian Bell , and Scott Shriner . The band has changed lineups three times since its formation in 1992...

, Collective Soul
Collective Soul
Collective Soul is an American rock band originally formed in Stockbridge, Georgia. Collective Soul broke into mainstream popularity with their first hit single, "Shine", which came from their debut album Hints, Allegations, and Things Left Unsaid, released in 1993...

, Blind Melon
Blind Melon
Blind Melon is an American rock band active from 1989 to 1999, and from 2006 onward.Best remembered for their 1993 single "No Rain", the group enjoyed critical and commercial success in the early 1990s with their neo-psychedelic take on alternative rock...

, The Cranberries
The Cranberries
The Cranberries are an Irish rock band formed in Limerick in 1989 under the name The Cranberry Saw Us, later changed by vocalist Dolores O'Riordan. The band currently consists of O'Riordan, guitarist Noel Hogan, bassist Mike Hogan and drummer Fergal Lawler...

, Bush
Bush (band)
Bush are an alternative rock band formed in London in 1992 shortly after vocalist/guitarist Gavin Rossdale and guitarist Nigel Pulsford met in a London nightclub. Realising they shared a love for such diverse artists as the Pixies, Bob Marley, The Jesus Lizard, MC5, Nirvana, Hüsker Dü, and Big...

, and Silverchair
Silverchair
Silverchair were an Australian rock band, which formed in 1992 as Innocent Criminals in Merewether, Newcastle with the line-up of Ben Gillies on drums, Chris Joannou on bass guitar and Daniel Johns on vocals and guitars. The group got their big break in mid-1994 when they won a national demo...

 would follow in the next couple of years. Alternative bands that appeared on Beavis and Butthead also rose to fame, most notably White Zombie
White Zombie
White Zombie was a Grammy Award-nominated American heavy metal band. Based in New York City, White Zombie was originally a noise rock band. White Zombie are better-known for their later heavy metal-oriented sound...

.

By the next few years, 1994 through 1997, MTV began promoting new power pop acts, most successfully Green Day
Green Day
Green Day is an American punk rock band formed in 1987. The band consists of lead vocalist and guitarist Billie Joe Armstrong, bassist and backing vocalist Mike Dirnt, and drummer Tre Cool...

 and The Offspring
The Offspring
The Offspring is an American punk rock band from Huntington Beach, California, formed in 1984. Known as Manic Subsidal until 1986, the band consists of lead vocalist and rhythm guitarist Dexter Holland, lead guitarist Kevin "Noodles" Wasserman, bassist Greg K. and drummer Pete Parada...

, and ska-rock acts such as No Doubt
No Doubt
No Doubt is an American rock band from Anaheim, California that formed in 1986. The ska-pop sound of their first album No Doubt , failed to make an impact...

, The Mighty Mighty Bosstones
The Mighty Mighty Bosstones
The Mighty Mighty Bosstones are an American ska punk band from Boston, Massachusetts, formed in 1983. Since the band's inception, lead vocalist Dicky Barrett, bassist Joe Gittleman, tenor saxophonist Tim "Johnny Vegas" Burton and dancer Ben Carr have remained constant members...

, and Sublime
Sublime (band)
Sublime was an American ska punk band from Long Beach, California, formed in 1988. The band's line-up, unchanged until their breakup, consisted of Bradley Nowell , Eric Wilson and Bud Gaugh . Michael "Miguel" Happoldt also contributed on a few Sublime songs, such as "New Thrash." Lou Dog, Nowell's...

. Pop singers were added to the rotation with success as long as they were considered "alternative," such as Alanis Morissette
Alanis Morissette
Alanis Nadine Morissette is a Canadian-American singer-songwriter, guitarist, record producer, and actress. She has won 16 Juno Awards and seven Grammy Awards, was nominated for two Golden Globe Awards and also shortlisted for an Academy Award nomination...

, Jewel
Jewel (singer)
Jewel Kilcher , professionally known as Jewel, is an American singer-songwriter, guitarist, producer, actress and poet...

, Fiona Apple
Fiona Apple
Fiona Apple McAfee Maggart is an American singer-songwriter and pianist. Apple met international acclaim for her 1996 debut album, Tidal, which was a critical and commercial success...

, and Sarah McLachlan
Sarah McLachlan
Sarah Ann McLachlan, OC, OBC is a Canadian musician, singer and songwriter. Known for her emotional ballads and mezzo-soprano vocal range, as of 2006, she has sold over 40 million albums worldwide. McLachlan's best-selling album to date is Surfacing, for which she won two Grammy Awards and four...

.

Electronica and pop


By 1997, MTV focused heavily on introducing electronica
Electronica
Electronica includes a wide range of contemporary electronic music designed for a wide range of uses, including foreground listening, some forms of dancing, and background music for other activities; however, unlike electronic dance music, it is not specifically made for dancing...

 acts into the mainstream, adding them to its musical rotation. Some of the more popular musicians of this group were The Prodigy
The Prodigy
The Prodigy are an English electronic dance music group formed by Liam Howlett in 1990 in Braintree, Essex. Along with Fatboy Slim, The Chemical Brothers, and other acts, The Prodigy have been credited as pioneers of the big beat genre, which achieved mainstream popularity in the 1990s and 2000s...

, The Chemical Brothers
The Chemical Brothers
The Chemical Brothers are a British electronic music duo comprising Tom Rowlands and Ed Simons. Originating in Manchester in 1991, along with The Prodigy, Fatboy Slim, The Crystal Method, and fellow acts, they were pioneers at bringing the big beat genre to the forefront of pop culture.- Background...

, Moby
Moby
Richard Melville Hall , better known by his stage name Moby, is an American musician, DJ, and photographer. He is known mainly for his sample-based electronic music and his outspoken liberal political views, including his support of veganism and animal rights.Moby gained attention in the early...

, Aphex Twin
Aphex Twin
Richard David James , best known under the pseudonym Aphex Twin, is an Irish-born electronic musician and composer described as "the most inventive and influential figure in contemporary electronic music"...

, Daft Punk
Daft Punk
Daft Punk are an electronic music duo consisting of French musicians Guy-Manuel de Homem-Christo and Thomas Bangalter . Daft Punk reached significant popularity in the late 1990s house movement in France and met with continued success in the years following, combining elements of house with synthpop...

, The Crystal Method
The Crystal Method
The Crystal Method is an American electronic music duo that was created in Los Angeles, California by Ken Jordan and Scott Kirkland in the early 1990s. The Crystal Method's music has appeared in numerous TV shows, films, video games, and advertisements. The most prominent is the US television...

, and Fatboy Slim
Fatboy Slim
Norman Quentin Cook better known by his former stage name Fatboy Slim, is a British DJ, electronic dance music musician, and record producer. He is a pioneer of the big beat genre that achieved mainstream popularity in the 1990s...

. Some other established musicians proceeded to experiment with electronica and be played on MTV, most notably Madonna
Madonna (entertainer)
Madonna is an American singer-songwriter, actress and entrepreneur. Born in Bay City, Michigan, she moved to New York City in 1977 to pursue a career in modern dance. After performing in the music groups Breakfast Club and Emmy, she released her debut album in 1983...

, U2
U2
U2 are an Irish rock band from Dublin. Formed in 1976, the group consists of Bono , The Edge , Adam Clayton , and Larry Mullen, Jr. . U2's early sound was rooted in post-punk but eventually grew to incorporate influences from many genres of popular music...

, David Bowie
David Bowie
David Bowie is an English musician, actor, record producer and arranger. A major figure for over four decades in the world of popular music, Bowie is widely regarded as an innovator, particularly for his work in the 1970s...

, Radiohead
Radiohead
Radiohead are an English rock band from Abingdon, Oxfordshire, formed in 1985. The band consists of Thom Yorke , Jonny Greenwood , Ed O'Brien , Colin Greenwood and Phil Selway .Radiohead released their debut single "Creep" in 1992...

 and Smashing Pumpkins. That year MTV also attempted to introduce neo-swing bands, but they did not meet with much success.

However, in late 1997, MTV began shifting more progressively towards pop
Teen pop
Teen pop is a subgenre of pop music that is created, marketed and oriented towards teenagers. Teen pop copies genres and styles such as pop, dance, R&B, hip hop, country and rock....

 music, inspired by the success of the Spice Girls
Spice Girls
The Spice Girls were a British pop girl group formed in 1994. The group consisted of Victoria Beckham , Melanie Brown, Emma Bunton, Melanie Chisholm and Geri Halliwell. They were signed to Virgin Records and released their debut single, "Wannabe" in 1996, which hit number-one in more than 30...

 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
Backstreet Boys
The Backstreet Boys are an American vocal group, formed in Orlando, Florida in 1993. The band originally consisted of A. J. McLean, Howie Dorough, Brian Littrell, Nick Carter and Kevin Richardson. They rose to fame with their debut international album, Backstreet Boys...

 and 'N Sync
'N Sync
N Sync was an American boy band formed in Orlando, Florida, in 1995 and launched in Germany by BMG Ariola Munich, *NSYNC consisted of JC Chasez, Justin Timberlake, Lance Bass, Joey Fatone and Chris Kirkpatrick...

 as well as teen pop "princesses" such as Britney Spears
Britney Spears
Britney Jean Spears is an American recording artist and entertainer. Born in McComb, Mississippi, and raised in Kentwood, Louisiana, Spears began performing as a child, landing acting roles in stage productions and television shows. She signed with Jive Records in 1997 and released her debut album...

, Christina Aguilera
Christina Aguilera
Christina María Aguilera is an American recording artist and actress. Aguilera first appeared on national television in 1990 as a contestant on the Star Search program, and went on to star in Disney Channel's television series The Mickey Mouse Club from 1993–1994...

, Mandy Moore
Mandy Moore
Amanda Leigh "Mandy" Moore is an American singer-songwriter, actress and fashion designer. Moore became famous as a teenager in the late 1990s, after the release of her teen pop albums So Real, I Wanna Be with You, and Mandy Moore. In 2007, she took an adult pop-folk direction with the release of...

, and Jessica Simpson
Jessica Simpson
Jessica Ann Simpson is an American recording artist, actress, television personality, and fashion designer whose rise to fame began in 1999. Since that time, Simpson has achieved many recording milestones, starred in several television shows, movies, and commercials, launched a line of hair and...

. Airplay of rock, electronica, and alternative acts was reduced. Hip-hop music continued in heavy rotation, through the likes of Puff Daddy, Master P
Master P
Percy Robert Miller , better known by his stage name Master P or his business name P. Miller, is an American rapper, actor, entrepreneur, investor, and producer. He is the founder of the popular label No Limit Records, which went bankrupt and was relaunched as New No Limit Records through Koch...

, DMX
DMX (rapper)
Earl Simmons , better known by his stage name DMX, is a multiplatinum American rapper and actor who rose to fame in the late 1990s. His stage name pays tribute to the Oberheim DMX drum machine, an instrument he used when he made his own rap beats in the 80's...

, Busta Rhymes
Busta Rhymes
Trevor Tahiem Smith, Jr., better known by his stage name Busta Rhymes ,Smith is an American rapper, producer and actor. Chuck D of Public Enemy gave him the alias Busta Rhymes after NFL wide receiver George "Buster" Rhymes...

, Jay Z, Missy Elliott
Missy Elliott
Melissa Arnette "Missy" Elliott , is an American rapper, singer-songwriter, record producer, and actressA five-time Grammy Award winner, Elliott, with record sales of over seven million in the United States, is the only female rapper to have five albums certified platinum by the RIAA, including one...

, Eminem
Eminem
Marshall Bruce Mathers III , better known by his stage name Eminem or his alter ego Slim Shady, is an American rapper, record producer, songwriter and actor. Eminem's popularity brought his group project, D12, to mainstream recognition...

, Ja Rule
Ja Rule
Jeffrey Atkins , better known by his stage name Ja Rule, is an American rapper, singer, and actor.Born in Hollis, Queens, he began his career in the group Cash Money Click and debuted in 1999 with Venni Vetti Vecci and its single "Holla Holla"...

 and their associates. R&B was also heavily represented with acts such as Destiny's Child
Destiny's Child
Destiny's Child was an American R&B girl group whose final line-up comprised lead singer Beyoncé Knowles alongside Kelly Rowland and Michelle Williams. Formed in 1997 in Houston, Texas, Destiny's Child members began their musical endeavors in their pre-teens under the name Girl's Tyme...

 and Brandy
Brandy Norwood
Brandy Rayana Norwood , known professionally as Brandy, is an American singer-songwriter, producer, actress, and dancer. In 2009, she introduced her rap alter-ego Bran'Nu....

.

Total Request Live




Also by 1997, MTV was criticized heavily 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
MTV Live
MTV Live was a U.S. television series that aired from 1997 to 1998 on MTV, featuring interviews with celebrity guests, live musical performances, news coverage, and music video premieres.-Series run:...

, Total Request
Total Request
Total Request was a music video request show on MTV in the United States.-Background:The show was created in 1997, at a time with MTV was being heavily criticized for showing fewer music videos than it had in the past...

, Say What?
Say What?
Say What? is a music video series that aired on American MTV in 1998. It was created at a time when MTV was being heavily criticized for not playing as many music videos as it had in the past...

, and 12 Angry Viewers
12 Angry Viewers
12 Angry Viewers was a television show in the United States on MTV which aired from 1997 to 1998. The title is a play of title of the movie 12 Angry Men. Its first host was Jancee Dunn, with Ananda Lewis replacing her later on.-Premise:...

. Also at this time, MTV introduced its new studios in Times Square
Times Square
Times Square is a major commercial intersection in the borough of Manhattan in New York City, at the junction of Broadway and Seventh Avenue and stretching from West 42nd to West 47th Streets...

. A year later, in 1998, MTV merged Total Request and MTV Live into a live daily top ten countdown show, Total Request Live
Total Request Live
Total Request Live is a television series on MTV that featured popular music videos. TRL was MTV's prime outlet for music videos as the network continues to concentrate on reality-based programming. In addition to music videos, TRL featured daily guests...

, which would become known as TRL and secure its place as the channel's unofficial flagship
Flagship
A flagship is a vessel used by the commanding officer of a group of naval ships, reflecting the custom of its commander, characteristically a flag officer, flying a distinguishing flag...

 program.

The original host of TRL, Carson Daly
Carson Daly
Carson Jones Daly is an American television host. He is the host of NBC's Last Call with Carson Daly, a late-night talk show that began airing on January 7, 2002. Before his role as host of that program, Daly was a VJ on MTV's TRL, and a DJ for the Southern California based radio station KROQ-FM...

, brought popularity to the show. TRL spent its first year developing a cult-type following, and every weekday, hundreds of fans would stand in Times Square outside the TRL studios. In the fall of 1999, a live studio audience was added to the show. By spring 2000, the countdown reached its peak, becoming a recognizable icon of popular culture in its first two years of existence. The program enjoyed success playing the top ten pop, rock, R&B, and hip-hop music videos.
During the September 11 attacks, on the World Trade Center
World Trade Center
The original World Trade Center was a complex with seven buildings featuring landmark twin towers in Lower Manhattan, New York City, United States. The complex opened on April 4, 1973, and was destroyed in 2001 during the September 11 attacks. The site is currently being rebuilt with five new...

 and The Pentagon
The Pentagon
The Pentagon is the headquarters of the United States Department of Defense, located in Arlington County, Virginia. As a symbol of the U.S. military, "the Pentagon" is often used metonymically to refer to the Department of Defense rather than the building itself.Designed by the American architect...

, MTV suspended all of its programming along with its sister cable channel VH1
VH1
VH1 or Vh1 is an American cable television network based in New York City. Launched on January 1, 1985 in the old space of Turner Broadcasting's short-lived Cable Music Channel, the original purpose of the channel was to build on the success of MTV by playing music videos, but targeting a slightly...

, and it began simulcasting the CBS News
CBS News
CBS News is the news division of American television and radio network CBS. The current chairman is Jeff Fager who is also the executive producer of 60 Minutes, while the current president of CBS News is David Rhodes. CBS News' flagship program is the CBS Evening News, hosted by the network's main...

 coverage from its sister network until about 11:00 p.m. that night. The channels then played a looped set of music videos without commercial interruption until an MTV News
MTV News
MTV News is the news division of MTV, one of the first and most popular music television network in the U.S., as well as some of MTV's related channels around the world. MTV News began in the late 1980s with the program The Week In Rock, hosted by Kurt Loder, the first official MTV News correspondent...

 special edition of TRL aired on September 14, 2001.

In 2002, Carson Daly
Carson Daly
Carson Jones Daly is an American television host. He is the host of NBC's Last Call with Carson Daly, a late-night talk show that began airing on January 7, 2002. Before his role as host of that program, Daly was a VJ on MTV's TRL, and a DJ for the Southern California based radio station KROQ-FM...

 left MTV and TRL to pursue a late-night talk show on NBC
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...

; after his departure, the relevance and impact of Total Request Live slowly diminished. TRL ultimately remained a part of MTV's regular program schedule for ten years. The series came to an end with a special finale episode, Total Finale Live, which aired November 16, 2008, and featured many special guests from the history of the show and playing its last music video, "...Baby One More Time"
...Baby One More Time (song)
"...Baby One More Time" is a song by American recording artist Britney Spears. It served as Spears' debut single from her debut studio album, ...Baby One More Time . Written by Max Martin and produced by Martin, Denniz Pop and Rami Yacoub, "...Baby One More Time" was released on September 30, 1998,...

 by Britney Spears
Britney Spears
Britney Jean Spears is an American recording artist and entertainer. Born in McComb, Mississippi, and raised in Kentwood, Louisiana, Spears began performing as a child, landing acting roles in stage productions and television shows. She signed with Jive Records in 1997 and released her debut album...

.

Return of the Rock


Beginning in late 1997, MTV progressively reduced its airing of rock music videos, leading to the slogan among skeptics, "Rock is dead." The fact that at the time rock music fans were less materialists and bought less music based on television suggestion were cited as reasons that MTV abandoned its once staple music. MTV instead devoted its musical airtime mostly to pop and hip-hop/R&B music. All rock-centric shows were eliminated and the rock-related categories of the Video Music Awards were pared down to one.

From this time until 2004, MTV took some efforts periodically to reintroduce pop rock music videos to the channel. By 1998 through 1999, the punk-rock band Blink-182
Blink-182
Blink-182 is an American rock band consisting of vocalist and bass guitarist Mark Hoppus, vocalist and guitarist Tom DeLonge, and drummer Travis Barker. They have sold over 27 million albums worldwide since forming in Poway, California in 1992...

 received regular airtime on MTV due in large part to their "All the Small Things
All the Small Things
"All the Small Things" is a song by American pop punk band Blink-182. It was the second single released from the band's third album Enema of the State...

" video that made fun of the boy bands that MTV was airing at the time. Meanwhile, some rock bands that were not receiving MTV support, such as Korn
Korn
Korn is an American nu metal band from Bakersfield, California, formed in 1993. The current band line up includes four members: Jonathan Davis, James "Munky" Shaffer, Reginald "Fieldy" Arvizu, and Ray Luzier. The band was formed as an expansion of L.A.P.D.The band released their first demo album,...

 and Creed
Creed (band)
Creed is an American rock band formed in 1995 in Tallahassee, Florida. Becoming popular in the late 1990s and early 2000s, the band has released three consecutive multi-platinum albums, one of which has been certified diamond, and has sold over 28 million records in the United States, with an...

, continued to sell albums. Then, upon the release of Korn's rock/rap hybrid album Follow the Leader
Follow the Leader (Korn album)
Follow the Leader is the third studio album by American nu metal band Korn. The album was released on August 18, 1998, through Immortal/Epic. This was their first album not produced by Ross Robinson...

, MTV began playing Korn's videos "Got the Life
Got The Life
"Got the Life" is a song written and recorded by American nu metal band Korn for their third studio album, Follow the Leader. It was released as the album's second single on November 23, 1998. It was recorded in April 1998 at NRG Recording Studios...

" and "Freak on a Leash
Freak on a Leash
"Freak on a Leash" is a song by the American nu metal band Korn, featured on the group's 1998 studio album Follow the Leader. Prior to the album's release, Korn had an instrumental section of the song, described as a "noisy guitar break." The section was taken out of the song after their fans...

", which became popular.

A band sponsored by Korn, Limp Bizkit
Limp Bizkit
Limp Bizkit is an American rock band from Jacksonville, Florida. Formed in 1995, the group's lineup consists of Fred Durst , Wes Borland , Sam Rivers , John Otto and DJ Lethal . The band achieved mainstream success with their second studio album Significant Other, released in 1999...

, received airtime for its cover of George Michael
George Michael
George Michael is a British musician, singer, songwriter and record producer who rose to fame in the 1980s when he formed the pop duo Wham! with his school friend, Andrew Ridgeley...

's "Faith", which became a hit. Subsequently, MTV began airing more rap/rock hybrid acts, such as Limp Bizkit and Kid Rock
Kid Rock
Robert James "Bob" Ritchie , known by his stage name Kid Rock, is an American singer-songwriter, musician and rapper with five Grammy Awards nominations...

. Some rock acts with more comical videos, such as Rob Zombie
Rob Zombie
Rob Zombie is an American musician, film director, screenwriter and film producer. He founded the heavy metal band White Zombie and has been nominated three times as a solo artist for the Grammy Award for Best Metal Performance.Zombie has also established a career as a film director, creating the...

, Red Hot Chili Peppers
Red Hot Chili Peppers
Red Hot Chili Peppers is an American rock band, formed in Los Angeles in 1983. The group's musical style primarily consists of rock with an emphasis on funk, as well as elements from other genres such as punk, hip hop and psychedelic rock...

, and Foo Fighters
Foo Fighters
Foo Fighters is an American alternative rock band originally formed in 1994 by Nirvana drummer Dave Grohl as a one-man project following the dissolution of his previous band. The band got its name from the UFOs and various aerial phenomena that were reported by Allied aircraft pilots in World War...

, also received airtime.

In the fall of 1999, MTV announced a special Return of the Rock weekend, in which new rock acts received airtime, after which a compilation album was released. System of a Down
System of a Down
System of a Down, also known by the acronym SOAD and often shortened to System, is a rock band from Southern California. The band was formed in 1994. It consists of Serj Tankian , Daron Malakian , Shavo Odadjian and John Dolmayan...

, Staind
Staind
Staind is an American rock band that was formed in 1995 in Springfield, Massachusetts. For 16 years, the band consisted of lead vocalist and rhythm guitarist Aaron Lewis, lead guitarist Mike Mushok, bassist Johnny April, and drummer Jon Wysocki...

, Godsmack
Godsmack
Godsmack is an American heavy metal band from Lawrence, Massachusetts, formed in 1995. The band is composed of founder, frontman and songwriter Sully Erna, guitarist Tony Rombola, bassist Robbie Merrill, and drummer Shannon Larkin...

, Green Day
Green Day
Green Day is an American punk rock band formed in 1987. The band consists of lead vocalist and guitarist Billie Joe Armstrong, bassist and backing vocalist Mike Dirnt, and drummer Tre Cool...

, Incubus
Incubus (band)
Incubus is an American rock band from Calabasas, California. The band was formed in 1991 by vocalist Brandon Boyd, lead guitarist Mike Einziger, and drummer Jose Pasillas while enrolled in high school and later expanded to include bassist Alex "Dirk Lance" Katunich, and Gavin "DJ Lyfe" Koppell;...

, Papa Roach
Papa Roach
Papa Roach is an American rock band from Vacaville, California. Their first major-label release was the triple-platinum album Infest . The group's success continued with their gold album Lovehatetragedy , their platinum album Getting Away with Murder , The Paramour Sessions , and Metamorphosis...

, P.O.D.
P.O.D.
Payable on Death is an American Christian metal band formed in 1992. The band's line-up consists of vocalist Sonny Sandoval, drummer Wuv Bernardo, guitarist Marcos Curiel, and bassist Traa Daniels. Their Christian faith is an important part of their music.They have released seven studio albums and...

, Sevendust
Sevendust
Sevendust is an American heavy metal band from Atlanta, Georgia. Formed in 1994 by bassist Vince Hornsby, drummer Morgan Rose and guitarist John Connolly. After their first demo, lead vocalist Lajon Witherspoon and guitarist Clint Lowery joined the group...

, Powerman 5000
Powerman 5000
Powerman 5000 is an American Metal band formed in 1991. Through the span of over two decades, the group has released several albums and gained their highest commercial success with 1999's science fiction themed Tonight the Stars Revolt!...

, Slipknot
Slipknot (band)
Slipknot is an American heavy metal band from Des Moines, Iowa. Formed in 1995, the group was founded by percussionist Shawn Crahan and bassist Paul Gray...

, Kittie
Kittie
Kittie is a Canadian heavy metal band formed in London, Ontario in 1996. A quartet of women, the group rose to success in 1999 when the track "Brackish" from their debut album Spit became a hit single...

, and Static X were among the featured bands. These bands received some airtime on MTV and more so on MTV2
MTV2
MTV2 is a cable network that is widely available in the United States on digital cable and satellite television, and is progressively being added to analogue cable lineups across the nation...

, though both channels gave emphasis to the rock/rap acts.

By 2000, Sum 41
Sum 41
Sum 41 is a Canadian rock band from Ajax, Ontario. The band was formed in 1996 and currently consists of members Deryck Whibley , Tom Thacker , Jason McCaslin and Steve Jocz .In 1999, the band signed an international record deal with Island Records...

, Linkin Park
Linkin Park
Linkin Park is an American rock band from Agoura Hills, California. Formed in 1996, the band rose to international fame with their debut album, Hybrid Theory, which was certified Diamond by the RIAA in 2005 and multi-platinum in several other countries...

, Jimmy Eat World
Jimmy Eat World
Jimmy Eat World is an American alternative rock band from Mesa, Arizona, that formed in 1993. The band is composed of lead vocalist and guitarist Jim Adkins, guitarist and backing vocalist Tom Linton, bassist Rick Burch and drummer Zach Lind....

, Mudvayne
Mudvayne
Mudvayne is an American heavy metal band. Their work is marked by the use of sonic experimentation, innovative album art, and elaborate visual appearance, which has included face and body paint, masks and uniforms...

, Cold
Cold
Cold describes the condition of low temperature.Cold may also refer to:*Common cold, a contagious viral infectious disease of the upper respiratory system*Chronic obstructive pulmonary disease...

, At the Drive-In
At the Drive-In
At the Drive-In was an American rock band from El Paso, Texas, considered part of the post-hardcore genre and active from 1993 to 2001. They were known for their extremely energetic stage shows which hearkened back to the 1980s hardcore scene...

, Alien Ant Farm
Alien Ant Farm
Alien Ant Farm is an American alternative rock band that formed in Riverside, California, in 1995. Their name comes from an idea original guitarist Terry Corso had about aliens and the earth: "I was daydreaming at my dull desk job with my feet up, and I thought to myself, 'Wouldn't it be cool if...

, and other acts were added to the musical rotation. MTV also launched digital cable
Digital cable
Digital cable is a generic term for any type of cable television distribution using digital video compression or distribution. The technology was originally developed by Motorola.-Background:...

 channel MTVX
MTVX
MTVX was a Viacom-owned American rock music video channel. MTVX was available exclusively on digital cable packages or satellite TV providers, being the first network of the "MTV Networks Digital Suite".- Format :...

 to play rock music videos exclusively, an experiment that lasted until 2002. A daily music video program on MTV that carried the name Return of the Rock ran through early 2001, replaced by a successor, All Things Rock, from 2002 until 2004.

Milestones and specials


Around 1999 through 2001, as MTV aired fewer music videos throughout the day, it regularly aired compilation specials from its then 20-year history to look back on its roots. An all-encompassing special, MTV Uncensored, premiered in 1999 and was later released as a book.

MTV celebrated its 20th anniversary on August 1, 2001, beginning with a 12-hour retrospective called MTV20: Buggles to Bizkit, which featured over 100 classic videos played chronologically, hosted by various VJs in reproductions of MTV's old studios. The day of programming culminated in a 3-hour celebratory live event called MTV20: Live and Almost Legal, which was hosted by Carson Daly
Carson Daly
Carson Jones Daly is an American television host. He is the host of NBC's Last Call with Carson Daly, a late-night talk show that began airing on January 7, 2002. Before his role as host of that program, Daly was a VJ on MTV's TRL, and a DJ for the Southern California based radio station KROQ-FM...

 and featured numerous guests from MTV's history, including the original VJs from 1981. Various other related MTV20 specials aired in the months surrounding the event.

Janet Jackson became the inaugural honoree of the "mtvICON
MTV Icon
MTV Icon was a series of annual television specials produced by MTV between 2001 and 2004, each paying homage to a musical artist or band selected as a cultural icon, in a format similar to the network's annual Video Music Awards and Movie Awards events...

" award, "an annual recognition of artists who have made significant contributions to music, music video and pop culture while tremendously impacting the MTV generation." Subsequent recipients included Aerosmith
Aerosmith
Aerosmith is an American rock band, sometimes referred to as "The Bad Boys from Boston" and "America's Greatest Rock and Roll Band". Their style, which is rooted in blues-based hard rock, has come to also incorporate elements of pop, heavy metal, and rhythm and blues, and has inspired many...

, Metallica
Metallica
Metallica is an American heavy metal band from Los Angeles, California. Formed in 1981 when James Hetfield responded to an advertisement that drummer Lars Ulrich had posted in a local newspaper. The current line-up features long-time lead guitarist Kirk Hammett and bassist Robert Trujillo ...

, and The Cure
The Cure
The Cure are an English rock band formed in Crawley, West Sussex in 1976. The band has experienced several line-up changes, with frontman, vocalist, guitarist and principal songwriter Robert Smith being the only constant member...

.

Five years later, on August 1, 2006, MTV celebrated its 25th anniversary. On their website, MTV.com, visitors could watch the very first hour of MTV, including airing the original promos and commercials from Mountain Dew
Mountain Dew
Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was...

, Atari
Atari
Atari is a corporate and brand name owned by several entities since its inception in 1972. It is currently owned by Atari Interactive, a wholly owned subsidiary of the French publisher Atari, SA . The original Atari, Inc. was founded in 1972 by Nolan Bushnell and Ted Dabney. It was a pioneer in...

, Chewels
Chewels
Chewels is a defunct brand of chewing gum.The gum was unique in the fact that it was the first gum that had a liquid center in the middle that oozed out when a person began to chew it. It was similar to the later-released gum "Freshen Up."...

 gum, and Jovan
Coty, Inc.
Coty, Inc. is the world's largest fragrance company, founded in 1904. It is also a beauty products manufacturer whose main businesses are fragrances , followed by color cosmetics , toiletries and skin care...

. Videos were also shown from The Buggles
The Buggles
The Buggles were an English New Wave band consisting of Trevor Horn and Geoff Downes . They are remembered chiefly for their 1979 debut single "Video Killed the Radio Star" that was #1 on the singles chart in 16 countries. Its music video was the first to be shown on MTV in the U.S...

, Pat Benatar
Pat Benatar
Pat Benatar is an American singer and four-time Grammy winner. She had considerable commercial success particularly in the United States...

, Rod Stewart
Rod Stewart
Roderick David "Rod" Stewart, CBE is a British singer-songwriter and musician, born and raised in North London, England and currently residing in Epping. He is of Scottish and English ancestry....

, and others. 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 to 2006. MTV itself only mentioned the anniversary once on TRL
Total Request Live
Total Request Live is a television series on MTV that featured popular music videos. TRL was MTV's prime outlet for music videos as the network continues to concentrate on reality-based programming. In addition to music videos, TRL featured daily guests...

.

Fewer music videos


Despite targeted efforts to play certain types of music videos in limited rotation, MTV greatly reduced its overall rotation of music videos throughout the early-mid 2000s. While music videos were featured on MTV up to eight hours per day in 2000, 2008 saw an average of just three hours of music videos per day on MTV. The rise of the Internet as a convenient outlet for the promotion and viewing of music videos signaled this reduction.

As the decade progressed, MTV continued to play some music videos instead of relegating them exclusively to its 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
Total Request Live
Total Request Live is a television series on MTV that featured popular music videos. TRL was MTV's prime outlet for music videos as the network continues to concentrate on reality-based programming. In addition to music videos, TRL featured daily guests...

. As a result of these programming changes, Justin Timberlake
Justin Timberlake
Justin Randall Timberlake is an American pop musician and actor. He achieved early fame when he appeared as a contestant on Star Search, and went on to star in the Disney Channel television series The New Mickey Mouse Club, where he met future bandmate JC Chasez...

 challenged MTV to "play more damn videos!" while giving an acceptance speech at the 2007 Video Music Awards
2007 MTV Video Music Awards
The 2007 MTV Video Music Awards, honoring the best music videos from the previous year, took place on September 9, in Las Vegas at The Palms. The 2007 VMAs were the smallest VMAs ever held in MTV history, eliminating 13 awards, re-naming many of the remaining awards, and having only four...

.

Despite the challenge from Timberlake, MTV continued to decrease its total rotation time for music videos in 2007, and the channel eliminated its long-running special tags for music videos such as "Buzzworthy" (for under-represented artists), "Breakthrough" (for visually stunning videos), and "Spankin' New" (for brand new videos). Additionally, the historic Kabel
Kabel (typeface)
Kabel is a geometric sans-serif typeface designed by German typeface designer Rudolf Koch, and released by the Klingspor foundry in 1927. The face was named to honor the newly completed trans-Atlantic telephone cable...

 typeface, which MTV displayed at the beginning and end of all music videos since 1981, was phased out in favor of larger text and less information about the video's record label and director. The classic font can still be seen in "prechyroned" versions of old videos on sister network VH1 Classic
VH1 Classic
VH1 Classic is a television network, launched on May 8, 2000. It is operated as part of MTV Networks, a subsidiary of Viacom and primarily features music videos and concert footage from the 1970s through the mid-1990s, though it formerly included a wider range of genres and time periods...

, which had their title information recorded onto the same tape as the video itself.

For most of 2008, MTV's main source of music video programming was still Total Request Live
Total Request Live
Total Request Live is a television series on MTV that featured popular music videos. TRL was MTV's prime outlet for music videos as the network continues to concentrate on reality-based programming. In addition to music videos, TRL featured daily guests...

, airing four times per week, featuring short clips of music videos along with VJs and guests. TRL aired its last episode in November 2008. A hip-hop music video show, Sucker Free
Sucker Free
Sucker Free, known as Sucker Free Daily on weekdays and then Sucker Free Countdown on Sundays, is MTV2's sole hip-hop video block. Previously, Sucker Free aired weekdays for one hour, then eventually sporadically until the week leading to February 28, 2010. Sucker Free Countdown, its 2 hour top 15...

, also ended earlier in 2008.

FNMTV Premieres


In the summer of 2008, MTV premiered new music video
Music video
A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings...

 programming blocks called FNMTV
FNMTV
FNMTV is a music video program on MTV focused on premiering new music videos and airing viewers' instantaneous feedback from its website...

 and a weekly special event called FNMTV Premieres
FNMTV
FNMTV is a music video program on MTV focused on premiering new music videos and airing viewers' instantaneous feedback from its website...

, hosted from Los Angeles
Los Ángeles
Los Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...

 by Pete Wentz of the band Fall Out Boy
Fall Out Boy
Fall Out Boy is an American rock band from Wilmette, Illinois, formed in 2001. The band consists of vocalist, guitarist and composer Patrick Stump, bassist and lyricist Pete Wentz, guitarist Joe Trohman, and drummer Andy Hurley. The band released five studio albums from 2003–2008...

, which was designed to premiere new music videos and have viewers provide instantaneous feedback.

The FNMTV Premieres event ended before the 2008 Video Music Awards
2008 MTV Video Music Awards
The 2008 MTV Video Music Awards took place on September 7, 2008 live from Paramount Pictures Studios , honoring the best music videos from the previous year. Nominations for a majority of the categories were announced on the MTV program FNMTV after being selected through viewer online voting at...

 in September. With the exception of a holiday themed episode in December 2008 and an unrelated Spring Break special in March 2009 with the same title, FNMTV Premieres never returned, leaving MTV without any VJ-hosted music video programs for the first time in its history.

On most weekdays during the rest of 2008, a music video block called FNMTV aired in the early morning hours. It consisted of abbreviated clips of music videos, approximately 60 seconds each. MTV cancelled the early morning FNMTV block in January 2009, replacing it with encore airings of other programs.

AMTV and late 2000s - early 2010s trends



Music video programming returned to MTV in March 2009 as AMTV
AMTV
For the Ladytron song of the same name, see Witching HourAMTV is a television program on MTV in the United States, first aired unofficially as a sneak preview on March 26, 2009, and launched officially on March 30, 2009...

, an early morning block of music videos that originally aired from 3 a.m. to 9 a.m. on most weekdays; see AMTV
AMTV
For the Ladytron song of the same name, see Witching HourAMTV is a television program on MTV in the United States, first aired unofficially as a sneak preview on March 26, 2009, and launched officially on March 30, 2009...

 for current schedule). Unlike the FNMTV block that preceded it, AMTV features many full-length music videos, including some older videos that have been out of regular rotation for many years on MTV. It also features music news updates, interviews, and performances.

During the rest of the day, MTV also plays excerpts from music videos, usually the hook
Hook (music)
A hook is a musical idea, often a short riff, passage, or phrase, that is used in popular music to make a song appealing and to "catch the ear of the listener". The term generally applies to popular music, especially rock music, hip hop, dance music, and pop. In these genres, the hook is often...

, in split screen
Split screen (film)
In film and video production, split screen is the visible division of the screen, traditionally in half, but also in several simultaneous images, rupturing the illusion that the screen's frame is a seamless view of reality, similar to that of the human eye...

 format during the closing credits
Closing credits
Closing credits or end credits are added at the end of a motion picture, television program, or video game to list the cast and crew involved in the production. They usually appear as a list of names in small type, which either flip very quickly from page to page, or move smoothly across the...

 of most programs, along with the address of a website to encourage the viewer to watch the full video online. MTV has positioned its website, MTV.com, as one of its primary destinations for music videos (see Beyond MTV, below, for more information about MTV.com and the channel's related Internet ventures).

MTV launched a live talk show, It's On with Alexa Chung
It's On with Alexa Chung
It's On with Alexa Chung was an American live interactive talk and variety program that aired weekdays on MTV from June 15 to December 17, 2009...

, on June 15, 2009. The host of the program, Alexa Chung
Alexa Chung
Alexa Chung is an English television presenter, model and contributing editor at British Vogue.She currently hosts Gonzo with Alexa Chung for MTV UK, and is scheduled to host Thrift America for PBS in 2011...

, has been described as a "younger, more Web 2.0
Web 2.0
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web...

" version of Jimmy Fallon
Jimmy Fallon
James Thomas "Jimmy" Fallon, Jr. is an American actor, comedian, singer, musician and television host. He currently hosts Late Night with Jimmy Fallon, a late-night talk show that airs Monday through Friday on NBC...

. Although it is filmed in the same Times Square studio where TRL used to be located, the network stated that "the only thing the two shows have in common is the studio location." It's On was cancelled in December of the same year, which again eliminated the only live in-studio programming from MTV's schedule, just one year after TRL was also cancelled.

Shortly after music and pop culture icon Michael Jackson
Michael Jackson
Michael Joseph Jackson was an American recording artist, entertainer, and businessman. Referred to as the King of Pop, or by his initials MJ, Jackson is recognized as the most successful entertainer of all time by Guinness World Records...

 died on June 25, 2009, MTV briefly returned to its original music video format to celebrate his work. The channel aired many hours of Jackson's music videos, accompanied by live news specials featuring reactions from MTV personalities and other celebrities. The temporary shift in MTV's programming culminated the following week with the channel's live coverage of Jackson's memorial service.

MTV again resurrected the long-running series MTV Unplugged
MTV Unplugged
MTV Unplugged is a TV series showcasing many popular musical artists usually playing acoustic instruments. The show has received the George Foster Peabody Award and 3 Primetime Emmy nominations among many accolades.-Unplugged:...

 in 2009 with performances from acts such as Adele
Adele (singer)
Adele Laurie Blue Adkins , known professionally as Adele, is an English singer-songwriter. She was the first recipient of the Brit Awards Critics' Choice and was named the number-one predicted breakthrough act of 2008 in an annual BBC poll of music critics, Sound of 2008...

, Katy Perry
Katy Perry
Katy Perry is an American singer, songwriter and actress. Born in Santa Barbara, California, and raised by Christian pastor parents, Perry grew up listening to only gospel music and sang in her local church as a child. After earning a GED during her first year of high school, she began to pursue a...

, and Paramore
Paramore
Paramore is an American rock band from Franklin, Tennessee, formed in 2004. The band consists of lead vocalist Hayley Williams, bassist Jeremy Davis, and guitarist Taylor York...

. However, unlike past Unplugged specials, these new recordings usually only air in their entirety on MTV's website, MTV.com. Nevertheless, short clips of the specials are shown on MTV during the AMTV block of music videos in the early morning hours.

In May 2010, MTV launched 10 on Top, a weekly program that counts down the top 10 most trending and talked about topics of the week. MTV's web site describes the program as, "a half-hour countdown of the top 10 most texted and talked about young celebs at the moment. Their ranking will be influenced by the audience - based on the chatter they elicit, and the headlines they create each week, as well as the amount of buzz about their upcoming projects and events." The show went on hiatus in mid-June 2011. According to host Lenay Dunn's Twitter feed, the show will return August 20, 2011 with new shows.

In September 2010, MTV tried its hand again at a live half hour program called The Seven. The Seven counted down the top seven things you should know about, having aired weekdays at 5 p.m. with a weekend wrap-up at 10 a.m. The show was slightly retooled as it dropped host Julia Alexander and kept host Kevin Manno
Kevin Manno
Kevin Matthew Manno is an American television and radio host. Before moving to New York City to host The Seven on MTV, he had a successful radio career with Q101 in Chicago.- Early life :...

. The Saturday show was eliminated as well. Like its predecessor, "The Seven" saw its cancellation on June 13, 2011. Manno, per The Sevens Twitter feed, said he is still with MTV.

On June 12, 2011, MTV did a traditional TV premiere of a new installment of MTV Unplugged instead of a web debut. The featured artist was rapper Lil Wayne
Lil Wayne
Dwayne Michael Carter, Jr. , better known by his stage name Lil Wayne, is an American rapper. At the age of nine, Lil Wayne joined Cash Money Records as the youngest member of the label, and half of the duo, The B.G.'z, with B.G.. In 1997, Lil Wayne joined the group Hot Boys, which also included...

 and the show debuted both on MTV and MTV2.

Although MTV is in their 30th year of broadcasting (as of August 1, 2011), the network apparently ignored this milestone in favor of its current programming schedule. They've outsourced all of their 30th Anniversary Celebrations to its sister networks MTV2
MTV2
MTV2 is a cable network that is widely available in the United States on digital cable and satellite television, and is progressively being added to analogue cable lineups across the nation...

 and VH1 Classic
VH1 Classic
VH1 Classic is a television network, launched on May 8, 2000. It is operated as part of MTV Networks, a subsidiary of Viacom and primarily features music videos and concert footage from the 1970s through the mid-1990s, though it formerly included a wider range of genres and time periods...

. Nathaniel Brown, senior vice president of communications for MTV, confirmed that there were no plans for an on-air MTV celebration like what they did 10 years ago when MTV celebrated its 20th Anniversary. Brown explained, "MTV as a brand doesn't age with our viewers. We are really focused on our current viewers, and our feeling was that our anniversary wasn't something that would be meaningful to them, many of whom weren't even alive in 1981."

In October 2011, Beavis and Butt-Head
Beavis and Butt-Head
Beavis and Butt-head is an American animated television series created by Mike Judge. The series originated from Frog Baseball, a 1992 short film by Judge. After seeing the short, MTV signed Judge to develop the concept. Beavis and Butt-head originally aired from March 8, 1993 to November 28, 1997...

 will return to MTV with new episodes.

Censorship



MTV has edited a number of music videos to remove references to drug
Drug
A drug, broadly speaking, is any substance that, when absorbed into the body of a living organism, alters normal bodily function. There is no single, precise definition, as there are different meanings in drug control law, government regulations, medicine, and colloquial usage.In pharmacology, a...

s, sex
Sexual intercourse
Sexual intercourse, also known as copulation or coitus, commonly refers to the act in which a male's penis enters a female's vagina for the purposes of sexual pleasure or reproduction. The entities may be of opposite sexes, or they may be hermaphroditic, as is the case with snails...

, violence
Violence
Violence is the use of physical force to apply a state to others contrary to their wishes. violence, while often a stand-alone issue, is often the culmination of other kinds of conflict, e.g...

, weapons, racism
Racism
Racism is the belief that inherent different traits in human racial groups justify discrimination. In the modern English language, the term "racism" is used predominantly as a pejorative epithet. It is applied especially to the practice or advocacy of racial discrimination of a pernicious nature...

, homophobia
Homophobia
Homophobia is a term used to refer to a range of negative attitudes and feelings towards lesbian, gay and in some cases bisexual, transgender people and behavior, although these are usually covered under other terms such as biphobia and transphobia. Definitions refer to irrational fear, with the...

, or advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

. Many music videos aired on the channel were censored, moved to late-night rotation, or banned entirely from the channel.

In the 1980s, parent-media watchdog groups such as the Parents Music Resource Center
Parents Music Resource Center
The Parents Music Resource Center was an American committee formed in 1985 with the goal of increasing parental control over the access of children to music deemed to be violent, have drug use or be sexual.The committee was founded by four women: Tipper Gore, wife of Senator and later Vice...

 criticized MTV over certain music videos that were claimed to have explicit imagery of satanism
Satanism
Satanism is a group of religions that is composed of a diverse number of ideological and philosophical beliefs and social phenomena. Their shared feature include symbolic association with, admiration for the character of, and even veneration of Satan or similar rebellious, promethean, and...

. MTV has developed a strict policy on refusal to air videos that may depict devil worship or anti-religious themes. This policy led MTV to ban music videos such as "Jesus Christ Pose
Jesus Christ Pose
"Jesus Christ Pose" is a song by the American rock band Soundgarden, released in 1991 as the first single from the band's third studio album, Badmotorfinger...

" by Soundgarden
Soundgarden
Soundgarden is an American rock band formed in Seattle, Washington in 1984 by singer Chris Cornell, lead guitarist Kim Thayil, and bassist Hiro Yamamoto...

 in 1991 and "Megalomaniac" by Incubus
Incubus (band)
Incubus is an American rock band from Calabasas, California. The band was formed in 1991 by vocalist Brandon Boyd, lead guitarist Mike Einziger, and drummer Jose Pasillas while enrolled in high school and later expanded to include bassist Alex "Dirk Lance" Katunich, and Gavin "DJ Lyfe" Koppell;...

 in 2004.

Other programs on MTV


As MTV expanded, music videos were no longer the centerpiece of its programming. Conventional TV shows came to replace the VJ-guided music video programming. Today, MTV presents a wide variety of non-music-related television shows aimed primarily at the 12 to 18 year old demographic.

Award shows


In 1984, the network produced its first MTV Video Music Awards
MTV Video Music Awards
An MTV Video Music Award , is an award presented by the cable channel MTV to honor the best in music videos...

 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
Madonna (entertainer)
Madonna is an American singer-songwriter, actress and entrepreneur. Born in Bay City, Michigan, she moved to New York City in 1977 to pursue a career in modern dance. After performing in the music groups Breakfast Club and Emmy, she released her debut album in 1983...

 of "Like A Virgin
Like a Virgin (song)
"Like a Virgin" is a song by American singer Madonna from her second album of the same name. It was released on November 6, 1984 by Sire Records, as the first single from the album. The song appears on the greatest hits compilation albums The Immaculate Collection and Celebration...

". The statuettes that were handed out were of the MTV moonman, their logo at the time. The award was called "The Elvis".

MTV added the MTV Movie Awards
MTV Movie Awards
The MTV Movie Awards is a film awards show presented annually on MTV . It also contains movie parodies that used official movie footage with hosts and other celebrities and music performances. The nominees are decided by producers and executives at MTV. Winners are decided online by the general...

 in 1992 with similar success. MTV also created an award show for Europe
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...

 after the success of the VMAs. The MTV Europe Music Awards
MTV Europe Music Awards
The MTV Europe Music Awards were established in 1994 by MTV Networks Europe to celebrate the most popular music videos in Europe. Originally beginning as an alternative to the American MTV Video Music Awards, the MTV Europe Music Awards is today a popular celebration of what MTV viewers consider...

, or the EMAs, were created in 1994, ten years after the debut of the VMAs.

First format evolution


In 1985, Viacom
Viacom
Viacom Inc. , short for "Video & Audio Communications", is an American media conglomerate with interests primarily in, but not limited to, cinema and cable television...

 bought Warner-Amex Satellite Entertainment
Warner-Amex Satellite Entertainment
Warner-Amex Satellite Entertainment Company was a joint venture owned and operated by Warner Communications and American Express that developed and worked on interactive television systems in the late 1970s and initiated several successful cable...

, which owned MTV and Nickelodeon, renaming the company MTV Networks
MTV Networks
MTV Networks is a division of media conglomerate Viacom that oversees the operations of many television channels and Internet brands, including the original MTV channel in the United States...

 and beginning this expansion. 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.

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
MTV News
MTV News is the news division of MTV, one of the first and most popular music television network in the U.S., as well as some of MTV's related channels around the world. MTV News began in the late 1980s with the program The Week In Rock, hosted by Kurt Loder, the first official MTV News correspondent...

. Around this time, MTV also introduced a dance show, Club MTV
Club MTV
Club MTV was a half hour television show molded after American Bandstand that aired on MTV between the years 1985 and 1992. Club MTV was part of MTV's second generation of programming when they were phasing out the original 5 VJs and introducing new ones.-Background and format:Hosted by Downtown...

, and a game show, Remote Control
Remote Control (game show)
Remote Control is a TV game show that ran on MTV for three seasons from 1987 until 1990. It was MTV's first original non-musical program. New episodes were made for first-run syndication in 1989 which were distributed by Viacom...

.

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 shows
Reality television
Reality television is a genre of television programming that presents purportedly unscripted dramatic or humorous situations, documents actual events, and usually features ordinary people instead of professional actors, sometimes in a contest or other situation where a prize is awarded...

, The Real World
The Real World
The Real World is a reality television program on MTV originally produced by Mary-Ellis Bunim and Jonathan Murray. First broadcast in 1992, the show, which was inspired by the 1973 PBS documentary series An American Family, is the longest-running program in MTV history and one of the...

 and Road Rules
Road Rules
Road Rules was an MTV reality show that debuted on July 19, 1995. The series, which was MTV's second reality show after The Real World followed six strangers between the ages of 18 and 24 after stripping them of their money and putting them on an RV traveling from location to location only guided...

.

Animated shows



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
Liquid Television
Liquid Television is an Emmy Award–winning 1990s animation showcase that appeared on MTV. The first season of Liquid Television also aired on BBC Two in co-production with MTV. Ultimately, MTV commissioned three seasons of the show, which was produced by Colossal Pictures...

 (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
Nickelodeon (TV channel)
Nickelodeon, often simply called Nick and originally named Pinwheel, is an American children's channel owned by MTV Networks, a subsidiary of Viacom International. The channel is primarily aimed at children ages 7–17, with the exception of their weekday morning program block aimed at preschoolers...

 (Nicktoons
Nicktoons
Nicktoons are animated television shows that are produced by and aired on the children's television channel Nickelodeon. Prior to 1991, Nickelodeon aired mostly foreign made animated series. The idea for Nicktoons was formed in 1989 and on Sunday, August 11, 1991, the first Nicktoon, Doug, was...

) in the early 1990s.

MTV has a history of cartoons with mature themes, notably Beavis and Butthead, Æon Flux
Æon Flux
Æon Flux was originally an avant-garde science fiction animated television series that aired on MTV in various forms throughout the 1990s, with film, comic book, and video game adaptations following thereafter. It premiered in 1991 on MTV's Liquid Television experimental animation show as a...

, Grimmy
Grimmy
Mother Goose and Grimm, also known as Grimmy for the second season, is an American animated television series that premiered September 14, 1991, on CBS. The show features the characters of Mike Peters's comic strip Mother Goose and Grimm...

, Celebrity Deathmatch
Celebrity Deathmatch
Celebrity Deathmatch is a claymation television show that depicts celebrities against each other in a wrestling ring, almost always ending in the loser's gruesome death. It was known for its excessive amount of blood used in every match and exaggerated physical injuries...

, Undergrads
Undergrads
Undergrads is an animated television series centered on the lives of four college undergraduate freshmen. Originally broadcast on MTV during 2001, only thirteen episodes were created. It has since been shown on Comedy Central in the United States, Teletoon in Canada, and Trouble in the United Kingdom...

, Clone High
Clone High
Clone High is a Canadian-American animated television series that aired for one season on MTV and Teletoon....

 and Daria
Daria
Daria is an American animated television series produced by Paramount Television, and created by Glenn Eichler and Susie Lewis Lynn for MTV. The series focuses on Daria Morgendorffer, a smart, acerbic, and somewhat misanthropic teenage girl who observes the world around her...

. 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.

In the wake of controversy that followed a child burning down his house after allegedly watching Beavis and Butthead, "producers moved the show from its original 7 p.m. time slot to a late-night, 11 p.m. slot. Also, Beavis' tendency to flick a lighter and scream the word "fire
Pyromania
Pyromania in more extreme circumstances can be an impulse control disorder to deliberately start fires to relieve tension or for gratification or relief. The term pyromania comes from the Greek word πῦρ . Pyromania and pyromaniacs are distinct from arson, the pursuit of personal, monetary or...

" was removed from new episodes, and controversial scenes were removed from existing episodes before rebroadcast. Some of the edits were so extensive that when series creator Mike Judge
Mike Judge
Michael Craig Judge is an American animator, film director, writer and voice actor, best known as the creator and star of the animated television series Beavis and Butt-head , King of the Hill , and The Goode Family .He also wrote, directed and in some instances produced the films Beavis and...

 compiled his Collection DVDs
Beavis and Butt-Head: The Mike Judge Collection
Beavis and Butt-head: The Mike Judge Collection is a series of three-disc DVD sets from MTV and Paramount Home Entertainment, each containing 40 Beavis and Butt-head episodes handpicked by series creator Mike Judge plus supplements. The first entry in the series was released on November 8, 2005,...

 he found out that "some of those episodes may not even exist actually in their original form."

In September 2009, the channel aired Popzilla
Popzilla
Popzilla is an animated TV series in production for MTV. with a premiere air date of Sunday, September 27, 2009 following America's Best Dance Crew. The show is produced by SCTV alum Dave Thomas. The show is an animated sketch comedy show focused on pop culture, celebrities, and famous figures. ...

, which showcased and imitated celebrities in an animated form.

Reality shows




In the mid- to late 1990s and early 2000s, MTV placed a stronger focus on reality shows and related series, building on the success of The Real World
The Real World
The Real World is a reality television program on MTV originally produced by Mary-Ellis Bunim and Jonathan Murray. First broadcast in 1992, the show, which was inspired by the 1973 PBS documentary series An American Family, is the longest-running program in MTV history and one of the...

 and Road Rules
Road Rules
Road Rules was an MTV reality show that debuted on July 19, 1995. The series, which was MTV's second reality show after The Real World followed six strangers between the ages of 18 and 24 after stripping them of their money and putting them on an RV traveling from location to location only guided...

 in the 1990s. The first round of these shows came in the mid-1990s, with game shows such as Singled Out
Singled Out
Singled Out was a game show that ran on MTV from 1995-1998. Each episode featured a group of 50 men and a group of 50 women competing for a date with one main contestant of the opposite sex.The original hosts were Chris Hardwick and Jenny McCarthy...

, and talk shows such as Loveline
Loveline
Loveline is a syndicated radio call-in program in North America, offering medical and relationship advice to listeners, often with the assistance of guests, typically actors and musicians. Its flagship station is KROQ-FM in Los Angeles....

 and The Jon Stewart Show
The Jon Stewart Show
The Jon Stewart Show was a short-lived talk show hosted by comedian Jon Stewart on MTV. It premiered in 1993 and became the second highest-rated program on the network behind Beavis and Butt-Head....

.

The next round of these shows came in approximately the late 1990s, as MTV shifted its focus to prank/comedic shows such as The Tom Green Show
The Tom Green Show
The Tom Green Show is a North American television show that first aired in September 1994 on Rogers Television 22, a community channel in Ottawa, Ontario, until 1996, and was later picked up by The Comedy Network in 1997...

 and Jackass, soap operas such as Undressed
Undressed (TV series)
Undressed is an American anthology series that aired on MTV from July 26, 1999 to September 5, 2002. The series was created and executive produced by British director Roland Joffé.-Synopsis:...

, and game shows such as Real World/Road Rules Challenge
Real World/Road Rules Challenge
The Challenge is a reality television game show on MTV that is both dependent on and spun off from the network's two flagship reality shows, The Real World and the now cancelled series, Road Rules. It is currently hosted by T.J...

, The Blame Game
The Blame Game (MTV)
The Blame Game, a 30 minute game show first airing in January 1999 on American channel MTV, pitted two ex's against each other in a fictional courtroom setting to decide who was to blame for their break-up...

, webRIOT
WebRIOT
webRIOT was a game show that debuted on MTV in December 1999. It was hosted by Ahmet Zappa and Masasa served as the announcer. The gameplay consisted of contestants answering multiple-choice music trivia questions while accompanying music videos played. After the question was read, four choices...

, and Say What? Karaoke
Say What? Karaoke
Say What? Karaoke is a game show that aired on the American cable television network MTV. The show evolved from the former MTV show: Say What?.-Synopsis:...

. A year later, in 2000, MTV's Fear
MTV's Fear
MTV's Fear is an American paranormal reality television series that originally aired from 2000 to 2002 on MTV. The program follows a group of 5 or more contestants being left at an allegedly haunted location and led them on a series of dares over two nights to explore and confirm whether or not the...

 became one of the first scare-based reality shows and the first reality show in which contestants filmed themselves.

Some of the reality shows on the network also followed the lives of musicians. The Osbournes
The Osbournes
The Osbournes is an American reality television program featuring the domestic life of heavy metal singer Ozzy Osbourne and his family. The series premiered on MTV on March 5, 2002, and in its first season, was cited as the most-viewed series ever on MTV...

, a reality show based on the everyday life of Black Sabbath
Black Sabbath
Black Sabbath are an English heavy metal band, formed in Aston, Birmingham in 1969 by Ozzy Osbourne , Tony Iommi , Geezer Butler , and Bill Ward . The band has since experienced multiple line-up changes, with Tony Iommi the only constant presence in the band through the years. A total of 22...

 frontman Ozzy Osbourne
Ozzy Osbourne
John Michael "Ozzy" Osbourne is an English vocalist, whose musical career has spanned over 40 years. Osbourne rose to prominence as lead singer of the pioneering English heavy metal band Black Sabbath, whose radically different, intentionally dark, harder sound helped spawn the heavy metal...

, his wife Sharon
Sharon Osbourne
Sharon Rachel Osbourne is an English television host, author, music manager, businesswoman and promoter as well as the wife of heavy metal singer-songwriter Ozzy Osbourne....

, and two of their children, Jack
Jack Osbourne
Jack Joseph Osbourne is an English media personality, best known as the son of musician Ozzy Osbourne and music manager Sharon Osbourne, and brother of Aimee and Kelly Osbourne.-Early life and family:...

 and Kelly
Kelly Osbourne
Kelly Michelle Lee Osbourne is an English media personality, television personality, host, judge, fashion designer, singer, and actress, best known for being the daughter of Ozzy and Sharon Osbourne...

, 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 Osbourne family members' heavy use of profanity, which MTV bleeped for broadcast. It also kick-started a musical career for Kelly Osbourne
Kelly Osbourne
Kelly Michelle Lee Osbourne is an English media personality, television personality, host, judge, fashion designer, singer, and actress, best known for being the daughter of Ozzy and Sharon Osbourne...

, while Sharon Osbourne
Sharon Osbourne
Sharon Rachel Osbourne is an English television host, author, music manager, businesswoman and promoter as well as the wife of heavy metal singer-songwriter Ozzy Osbourne....

 went on to host her own self-titled talk show
The Sharon Osbourne Show
The Sharon Osbourne Show refers to either of two TV chat shows hosted by Sharon Osbourne – the original US version, or the more recent UK version. These are described separately below.-US version :...

 on U.S. television. Ozzy Osbourne announced that production for his show would cease in November 2004. In the fall of 2004, Ozzy Osbourne's reality show Battle for Ozzfest
Battle for Ozzfest
Battle for Ozzfest was a reality TV show aired during autumn of 2004 on MTV, where 8 bands 'battle' it out in a series of challenges to win a spot on the stage of the metal festival Ozzfest, which is a primarily heavy metal-subgenre based music festival...

 aired; the show hosted competitions between bands vying to play as part of Ozzfest
Ozzfest
Ozzfest is an annual festival tour of the United States featuring performances by many heavy metal and hard rock musical groups. It was founded by Ozzy Osbourne and his wife Sharon Osbourne, both of whom also organize each yearly tour with their son Jack Osbourne...

, a yearly heavy metal music
Heavy metal music
Heavy metal is a genre of rock music that developed in the late 1960s and early 1970s, largely in the Midlands of the United Kingdom and the United States...

 tour across the United States hosted by Osbourne.

In 2003, MTV added Punk'd
Punk'd
Punk'd is an American hidden camera/practical joke reality television series that first aired on MTV in 2003 and was created by Ashton Kutcher and Jason Goldberg, produced and hosted by Ashton Kutcher. It bore a resemblance to both the classic hidden camera show Candid Camera and to TV's Bloopers...

, a project by Ashton Kutcher
Ashton Kutcher
Christopher Ashton Kutcher , best known as Ashton Kutcher, is an American actor, producer, former fashion model and comedian, best known for his portrayal of Michael Kelso in the Fox sitcom That '70s Show...

 to play pranks on various celebrities, and Pimp My Ride
Pimp My Ride
Pimp My Ride is a TV show produced by MTV. Each episode consists of taking one car in poor condition and restoring it and customizing it.The original United States version was hosted by rapper Xzibit...

, a show about adding aesthetic and functional modifications to cars and other vehicles. Another popular show was Newlyweds: Nick and Jessica, a reality TV show that followed the lives of pop singers Jessica Simpson
Jessica Simpson
Jessica Ann Simpson is an American recording artist, actress, television personality, and fashion designer whose rise to fame began in 1999. Since that time, Simpson has achieved many recording milestones, starred in several television shows, movies, and commercials, launched a line of hair and...

 and Nick Lachey
Nick Lachey
Nicholas Scott "Nick" Lachey is an American singer, songwriter, actor, producer and television personality. Lachey rose to fame as a member of the boy band 98 Degrees. He later starred in the reality television series Newlyweds: Nick and Jessica with his then-wife, Jessica Simpson. He has released...

, a music celebrity couple. It began in 2003, ran for four seasons. and ended in early 2005. The couple later divorced. The success of Newlyweds was followed in June 2004 by The Ashlee Simpson Show
The Ashlee Simpson Show
The Ashlee Simpson Show is a television reality show about the life of Ashlee Simpson. The first season, taped from 2003 to mid-2004, focused on the beginnings of her career as a singer and the recording of her debut album, Autobiography...

, which documented the beginnings of the music career of Ashlee Simpson
Ashlee Simpson
Ashlee Nicole Simpson is an American singer and actress. In 2004, she rose to prominence with the success of her number-one debut album Autobiography and the reality series, The Ashlee Simpson Show. In October 2005, following a North American concert tour and a film appearance, Simpson released...

, Jessica Simpson's younger sister.

In 2005 and 2006, MTV continued its focus on reality shows, with the debuts of popular shows such as 8th & Ocean
8th & Ocean
8th & Ocean is an American reality series about a group of models living in Miami, Florida that premiered on MTV on March 7, 2006. The series aired for ten episodes, ending its run on May 9, 2006. The creators of 8th & Ocean are also responsible for Laguna Beach, a show also airing on MTV...

, Laguna Beach: The Real Orange County
Laguna Beach: The Real Orange County
Laguna Beach: The Real Orange County, often referred to simply as Laguna Beach, is a reality television series which originally aired on MTV from September 28, 2004 until November 16, 2006. It documents the lives of several teenagers living in Laguna Beach, an affluent seaside community located in...

, NEXT
Next (TV series)
Next is a dating game show produced by Kallissa Productions which ran on MTV from 2005-2008.-Format:"Next", deals with a single person, going on blind dates with possibly 5 other single people who were secluded on a RV, referred to as the "Next Bus". The added twist was that the date could end at...

, Two-A-Days
Two-A-Days
Two-A-Days is a show on the United States cable television channel MTV. The show chronicled the lives of teens at Hoover High School in Hoover, Alabama, a suburb of nearby Birmingham...

, My Super Sweet 16
My Super Sweet 16
My Super Sweet 16 is an MTV reality series documenting the lives of teenagers, usually in the United States, Canada and UK, who usually have wealthy parents that throw huge coming of age celebrations. Parties include the quinceañera , the sweet 16, and other birthdays including a My Super Sweet 21 ...

, and Parental Control. Another popular show was Viva La Bam
Viva La Bam
Viva La Bam is an American reality television series that stars Bam Margera and his friends and family. The show was a spin-off from MTV's Jackass, in which Margera and most of the main cast had appeared...

, featuring Bam Margera
Bam Margera
Brandon Cole "Bam" Margera is an American professional skateboarder, television and radio personality, actor and daredevil. He released a series of videos under the CKY banner and came to prominence after being drafted into MTV's Jackass crew...

.

MTV shifted its focus back to Real World-style reality programming in late 2009 with the premiere of Jersey Shore
Jersey Shore (TV series)
Jersey Shore is an American reality television series that premiered on MTV on December 3, 2009 in the United States. The series follows the lives of eight housemates spending their summer at the Jersey Shore in the U.S. state of New Jersey. Season 2 followed the cast escaping the cold northeast...

, which brought unprecedented ratings success to the channel and also caused controversy due to some of its content (see Jersey Shore controversy, below). MTV also aired a new show around this time called 16 and Pregnant, which documented the lives of teenagers expecting to have babies. This had a follow up show after the first season called Teen Mom.

MTV Hired follows the interviewing process, candidates meet with career coach Ryan Kahn
Ryan Kahn
Ryan Kahn , known as a Career Coach and television personality. Ryan Kahn is a professional Recruiter, Career Coach, and Internship Coordinator for Dream Careers, Inc...

 from University of Dreams
University of dreams
Dream Careers Inc. formerly known as University of Dreams, is an American corporation, specializing in scouting for summer internship programs around the world, though they also provide fall and spring programs. The company is based in Redwood City, California, and has 55 full-time employees...

 and at the end of each episode one candidate lands the job of their dreams.

Rebroadcast programs and movies


In recent years, MTV has re-aired other programs from Viacom
Viacom
Viacom Inc. , short for "Video & Audio Communications", is an American media conglomerate with interests primarily in, but not limited to, cinema and cable television...

-owned TV networks, such as BET's
Black Entertainment Television
Black Entertainment Television is an American, Viacom-owned cable network based in Washington, D.C.. Currently viewed in more than 90 million homes worldwide, it is the most prominent television network targeting young Black-American audiences. The network was launched on January 25, 1980, by its...

 College Hill and VH1
VH1
VH1 or Vh1 is an American cable television network based in New York City. Launched on January 1, 1985 in the old space of Turner Broadcasting's short-lived Cable Music Channel, the original purpose of the channel was to build on the success of MTV by playing music videos, but targeting a slightly...

 programs I Love New York
I Love New York (TV series)
I Love New York is a reality television series, which first aired on VH1. It features Tiffany Pollard in a quest to find her true love. The series is a spin off of another relationship competition series, Flavor of Love, which featured Pollard as a finalist in two consecutive seasons...

 and Flavor of Love
Flavor of Love
Flavor of Love is an American reality television dating game show parody starring Flavor Flav of the rap group Public Enemy.While not a direct spin-off, the show was a result of Brigitte Nielsen and Flavor Flav's failed relationship on Strange Love, as well as The Surreal Life...

. Other programs from non-Viacom networks include reruns of the shows Fastlane
Fastlane (TV series)
Fastlane is an American action/crime drama series that was broadcast on Fox from 2002 to 2003. On August 14, 2005 G4 began rebroadcasting the complete series. After finishing its initial run on the network, Fastlane stopped airing on G4...

 (from Fox
Fox Broadcasting Company
Fox Broadcasting Company, commonly referred to as Fox Network or simply Fox , is an American commercial broadcasting television network owned by Fox Entertainment Group, part of Rupert Murdoch's News Corporation. Launched on October 9, 1986, Fox was the highest-rated broadcast network in the...

), Life As We Know It (from ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...

), Scrubs
Scrubs (TV series)
Scrubs is an American medical comedy-drama television series created in 2001 by Bill Lawrence and produced by ABC Studios. The show follows the lives of several employees of the fictional Sacred Heart, a teaching hospital. It features fast-paced screenplay, slapstick, and surreal vignettes...

 (from ABC and NBC
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...

), and CW
The CW Television Network
The CW Television Network is a television network in the United States launched at the beginning of the 2006–2007 television season. It is a joint venture between CBS Corporation, the former owners of United Paramount Network , and Time Warner's Warner Bros., former majority owner of The WB...

 programs America's Next Top Model
America's Next Top Model
America's Next Top Model is a reality television show in which a number of women compete for the title of America's Next Top Model and a chance to start their career in the modeling industry....

, Beauty and the Geek
Beauty and the Geek
Beauty and the Geek is a reality television series on The CW. It has been advertised as "The Ultimate Social Experiment" and is produced by Ashton Kutcher, Jason Goldberg and Nick Santora....

, and Hidden Palms. MTV also began showing movies targeted toward the young adult demographic, including 8 Mile
8 Mile (film)
8 Mile is a 2002 American hip-hop drama film written by Scott Silver, directed by Curtis Hanson, and starring Eminem, Mekhi Phifer, Brittany Murphy, and Kim Basinger....

, My Boss's Daughter
My Boss's Daughter
My Boss's Daughter is a 2003 romantic comedy film starring Ashton Kutcher, Tara Reid and Terence Stamp.- Plot :Tom Stansfield is a researcher at a publishing company who works under the tyrannical Jack Taylor . Tom has a crush on his boss' daughter, Lisa Taylor , who is completely controlled by...

, Shaun of the Dead
Shaun of the Dead
Shaun of the Dead is a 2004 British zombie comedy directed by Edgar Wright, starring Simon Pegg and Nick Frost, and written by Pegg and Wright. Pegg plays Shaun, a man attempting to get some kind of focus in his life as he deals with his girlfriend, his mother and stepfather...

, and Napoleon Dynamite
Napoleon Dynamite
Napoleon Dynamite is a 2004 comedy film co-written and directed by Jared Hess and Jerusha Hess and stars Jon Heder as Napoleon Dynamite. The film was Jared Hess' first full-length feature and is partially adapted from his earlier short film, Peluca....

 (the latter of which the network had a hand in producing). The channel has also broadcast several of its own productions of its film-producing division MTV Films
MTV Films
MTV Films is the motion picture production arm of cable channel MTV. Founded in 1996, it has produced films based on MTV programs such as Beavis and Butt-head Do America and Jackass: The Movie, as well as other adaptations and original projects. Its films are released by fellow Viacom division...

, such as Crossroads
Crossroads (2002 film)
Crossroads is a 2002 comedy-drama road film directed by Tamra Davis and starring American recording artist Britney Spears, Zoe Saldana and Taryn Manning...

 and Jackass: The Movie
Jackass: The Movie
Jackass: The Movie is a 2002 American reality film directed by Jeff Tremaine with the tagline "Do not attempt this at home." It is a riskier and uncensored continuation of the stunts and pranks by the various characters of the MTV television series Jackass, which had completed its unique series...

, and airs original made-for-television movies from MTV Studios such as Super Sweet 16: The Movie
Super Sweet 16: The Movie
Super Sweet 16: The Movie is an MTV television film, based on the series My Super Sweet 16. It stars teen pop stars Aly & AJ and features performances by Hellogoodbye and Pretty Ricky...

.

In 2007, MTV aired the reality show A Shot at Love with Tila Tequila
A Shot at Love with Tila Tequila
A Shot at Love with Tila Tequila is an American reality television dating game show similar to the TV show The Bachelor. It premiered on October 9, 2007 on MTV starring Tila Tequila. The series is a bisexual-themed reality dating show where 16 straight males and 16 lesbian-identified female...

, chronicling MySpace
MySpace
Myspace is a social networking service owned by Specific Media LLC and pop star Justin Timberlake. Myspace launched in August 2003 and is headquartered in Beverly Hills, California. In August 2011, Myspace had 33.1 million unique U.S. visitors....

 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. It was the second-most popular show at that time, behind The Hills. A spin-off series from Shot of Love, That's Amoré!
That's Amore! (TV series)
That's Amore! is a reality television show that aired on MTV in early 2008. It is a spin-off of MTV's A Shot at Love with Tila Tequila. The show stars Domenico Nesci, a 5-foot-3-inch Italian who had been a contestant on A Shot at Love. One of the other contestants from the previous show, Ashley...

, followed a similar pursuit from previous Shot at Love contestant Domenico Nesci. MTV also welcomed Paris Hilton
Paris Hilton
Paris Whitney Hilton is an American businesswoman, heiress, and socialite. She is a great-granddaughter of Conrad Hilton . Hilton is known for her controversial participation in a sex tape in 2003, and appearance on the television series The Simple Life alongside fellow socialite and childhood...

 to their lineup in October 2008 with the launch of her new reality series, Paris Hilton's My New BFF
Paris Hilton's My New BFF
Paris Hilton's My New BFF, also known simply as My New BFF and other alternate titles, is a competitive reality television show in which Paris Hilton searches for her new BFF . Following the success of the original US version, another US season and two international spin-offs followed...

. In 2009, MTV aired Snoop Dogg's second reality show with the channel, Dogg After Dark
Dogg After Dark
Dogg After Dark is an American variety show starring rapper Snoop Dogg. The show will feature celebrity interviews, sketch-comedy segments and musical performances by Snoop's own in-house band, the "Snoopadelics." Dogg After Dark takes place on location at Kress, a Los Angeles club on Hollywood...

, and the show College Life
College Life
College Life is a popular song, first published in 1905 and written by Hery Frantzen. Today the most well-known version is by Billy Murray, who recorded a 1906 version for Victor Records which has entered the public domain.-External links:* *...

, based at the University of Wisconsin-Madison.

Scripted programming


MTV expanded its programming focus in 2009 to include scripted comedy programs. The channel was reported to be developing a number of scripted half-hour projects, including an animated series and five additional pilots. With backlash towards what some consider too much superficial content on the network, a recent New York Times article also stated the intention of MTV to shift its focus towards more socially conscious media, which the article labels "MTV for the Obama
Barack Obama
Barack Hussein Obama II is the 44th and current President of the United States. He is the first African American to hold the office. Obama previously served as a United States Senator from Illinois, from January 2005 until he resigned following his victory in the 2008 presidential election.Born in...

 era." Shows in that vein included T.I.'s Road to Redemption
T.I.'s Road to Redemption
T.I.'s Road To Redemption is an American reality television show that premiered on February 10, 2009, on MTV. The show is produced by T.I., Michael Hirschorn, Stella Stolper and Chris Choun of Ish Entertainment. The series focuses on the 45 days before rapper T.I.'s March sentencing, hoping to...

 and Fonzworth Bentley
Fonzworth Bentley
Derrick Watkins, in Atlanta, Georgia and popularly known as Fonzworth Bentley or Farnsworth Bentley, is a musician and author. He is perhaps best known for being Sean Combs' former personal valet and assistant, as first seen in Making the Band 2, and is currently the host of MTV's From G's to Gents...

's finishing school show From G's to Gents
From G's to Gents
From G's to Gents is an MTV reality television series which features misdirected young men willing to change their lives and become gentlemen. The show is hosted by Fonzworth Bentley, and premiered on MTV on July 15, 2008. The objective of the show is to make the transformation from a roughneck to...

. Western Europa programs such as Deutschland Liebt Günther and (separately based tagging them) series Das ist so Togo became a big hit in Europe in 2004 and 2006. There was more success for MTV when another (reality) show entitled The Buried Life
The Buried Life
The Buried Life is a reality documentary series on MTV. The series features Duncan Penn, Jonnie Penn, Ben Nemtin and Dave Lingwood attempting to complete a list of "100 things to do before you die." The pilot episode aired on January 18, 2010, and the show was renewed for a second season in 2010....

 was a great success for the station. It's about four friends traveling across the country to check off a list of "100 things to do before I die" and help others along the way, was another example of MTV's revised programming focus.

Image and branding


MTV is widely considered the first television network to develop itself as a "brand," with a unified vocabulary, voice, and visual identity. Senior management, including John Lack, Bob Pittman
Robert W. Pittman
Robert Warren "Bob" Pittman , is an American businessman and the founder of MTV. On October 2, 2011, Pittman was named CEO of Clear Channel Media Holdings, Inc.. Pittman has also been the CEO of MTV Networks, AOL, Six Flags Theme Parks, Quantum Media, Century 21 Real Estate and Time Warner...

, and Fred Seibert
Fred Seibert
Frederick "Fred" Seibert is a television and film producer and entertainment entrepreneur who owns Frederator Studios, and who has held leading positions with MTV Networks, Hanna-Barbera, and Next New Networks; he owns Frederator Studios...

, all started their careers in radio, which had developed station brands as a critical audience development tool for decades, and Seibert led the teams that became directly responsible for the brand's creation.

MTV's logo, the large block letter "M" with graffiti-style letters "TV" superimposed and the words "Music Television" underneath, quickly became ubiquitous and instantly recognizable in popular culture. The last three decades have brought some change and evolution to MTV's iconic image and branding.

Original logos and IDs



The MTV logo was designed in 1981 by Manhattan Design
Manhattan Design
Manhattan Design was a graphic design collective in New York City from 1979 until 1991. The studio is known for having designed the MTV logo, as well as album packaging, posters, books, and magazines...

, a collective formed by Frank Olinsky, Pat Gorman, and Patty Rogoff, under the guidance of MTV's original creative director, Fred Seibert
Fred Seibert
Frederick "Fred" Seibert is a television and film producer and entertainment entrepreneur who owns Frederator Studios, and who has held leading positions with MTV Networks, Hanna-Barbera, and Next New Networks; he owns Frederator Studios...

. The 'M' was sketched by Rogoff, with the 'TV' spray painted by Olinksky.

Throughout MTV's early days, the channel's main logo was a large yellow "M" with red letters "TV," but unlike most networks' logos, the MTV logo constantly morphed and adapted with different colors, patterns, and images filling in the large block letter. The very first moments of MTV featured an adaptation of the first landing on the moon, directly from NASA still images (a concept of Seibert's, executed by Buzz Potamkin and Perpetual Motion Pictures). After the "moon landing," as well as the top of every hour until at least the mid-1980s (which ran "more than 15,000" times each year, according to Seibert), featured a rapidly changing station ID logo that changed its appearance several times per second. The only constant aspects of MTV's logo at the time were its general shape and proportions; everything else was dynamic.

The channel's most popular image and branding campaign, "I want my MTV!," was launched in 1982. The media strategy and creative executions were developed by George Lois, based on a cereal commercial from the 1950s, "I want my Maypo!" that George created. Over the years the campaign featured known artists and celebrities including Pete Townshend
Pete Townshend
Peter Dennis Blandford "Pete" Townshend is an English rock guitarist, vocalist, songwriter and author, known principally as the guitarist and songwriter for the rock group The Who, as well as for his own solo career...

, Pat Benatar
Pat Benatar
Pat Benatar is an American singer and four-time Grammy winner. She had considerable commercial success particularly in the United States...

, Adam Ant
Adam Ant
Adam Ant is an English musician who gained popularity as the lead singer of New Wave/post-punk group Adam and the Ants and later as a solo artist, scoring ten UK top ten hits between 1980 and 1983, including three No.1s...

, David Bowie
David Bowie
David Bowie is an English musician, actor, record producer and arranger. A major figure for over four decades in the world of popular music, Bowie is widely regarded as an innovator, particularly for his work in the 1970s...

, The Police
The Police
The Police were an English rock band formed in London in 1977. For the vast majority of their history, the band consisted of Sting , Andy Summers and Stewart Copeland...

, Kiss
KISS (band)
Kiss is an American rock band formed in New York City in January 1973. Well-known for its members' face paint and flamboyant stage outfits, the group rose to prominence in the mid to late 1970s on the basis of their elaborate live performances, which featured fire breathing, blood spitting,...

, Culture Club
Culture Club
Culture Club are a British rock band who were part of the 1980s New Romantic movement. The original band consisted of Boy George , Mikey Craig , Roy Hay and Jon Moss...

, Billy Idol
Billy Idol
William Michael Albert Broad , better known by his stage name Billy Idol, is an English rock musician. A member of the Bromley Contingent of Sex Pistols fans, Idol first achieved fame in the punk rock era as a member of the band Generation X...

, Hall & Oates
Hall & Oates
Hall & Oates are an American musical duo composed of Daryl Hall and John Oates. They achieved their greatest fame in the late 1970s and early to mid-1980s. Both sing and play instruments. They specialized in a fusion of rock and roll and rhythm and blues styles, which they dubbed "rock and soul."...

, Cyndi Lauper
Cyndi Lauper
Cynthia Ann Stephanie "Cyndi" Lauper is an American singer, songwriter, actress and LGBT rights activist. She achieved success in the mid-1980s with the release of the album She's So Unusual and became the first female singer to have four top-five singles released from one album...

, Madonna
Madonna (entertainer)
Madonna is an American singer-songwriter, actress and entrepreneur. Born in Bay City, Michigan, she moved to New York City in 1977 to pursue a career in modern dance. After performing in the music groups Breakfast Club and Emmy, she released her debut album in 1983...

, Lionel Richie
Lionel Richie
Lionel Brockman Richie, Jr. , is an American singer-songwriter, musician and record producer. Since 1968, he has been a member of the musical group Commodores signed to Motown Records...

, Ric Ocasek
Ric Ocasek
Ric Ocasek is an American musician and music producer. He is best known as lead vocalist and rhythm guitarist for the rock band, The Cars....

, John Mellencamp
John Mellencamp
John Mellencamp, previously known by the stage names Johnny Cougar, John Cougar, and John Cougar Mellencamp, is an American rock singer-songwriter, musician, painter and occasional actor known for his catchy, populist brand of heartland rock that eschews synthesizers and other artificial sounds...

, Peter Wolf
Peter Wolf
Peter Wolf is an American Rhythm and Blues, Soul and Rock and Roll musician, best known as the lead vocalist for the J. Geils Band from 1967 to 1983; and for a successful musical solo career to date with writing partner Will Jennings.- Life and career :Wolf was born in the Bronx, New York...

, Joe Elliot, Stevie Nicks
Stevie Nicks
Stephanie Lynn "Stevie" Nicks is an American singer-songwriter, best known for her work with Fleetwood Mac and an extensive solo career, which collectively have produced over forty Top 50 hits and sold over 140 million albums...

, Rick Springfield
Rick Springfield
Rick Springfield is an Australian-born singer-songwriter, musician, and actor. He was a member of pop rock group Zoot from 1969 to 1971 and then started his solo career with his début single "Speak to the Sky" reaching the top 10 in Australia. In mid-1972, he relocated to the United States...

 and Mick Jagger
Mick Jagger
Sir Michael Philip "Mick" Jagger is an English musician, singer and songwriter, best known as the lead vocalist and a founding member of The Rolling Stones....

 interacting with the MTV logo on-air, encouraging viewers to call their cable or satellite providers and request that MTV be added to their local channel lineups. Eventually, the slogan became so ubiquitous it became incorporated as a sung (by Sting) lyric in the Mark Knofler penned Dire Straits
Dire Straits
Dire Straits were a British rock band active from 1977 to 1995, composed of Mark Knopfler , his younger brother David Knopfler , John Illsley , and Pick Withers .Dire Straits' sound drew from a variety of musical influences, including jazz, folk, blues, and came closest...

' record "Money for Nothing
Money for Nothing (song)
"Money for Nothing" is a single by British rock band Dire Straits, taken from their 1985 album Brothers in Arms. It was one of Dire Straits' most successful singles, peaking at number one for three weeks in the United States, and it also reached number one for three weeks on the U.S. Mainstream...

."

1990s and 2000s updates



Once MTV's original morphing logo had run its course, the channel began to use a solid color white logo that was otherwise the same as the original. During the late 1990s and early 2000s, MTV updated its on-air appearance at the beginning of every year and again each summer, creating a consistent brand across all of its music-related shows. This style of channel-wide branding came to an end as MTV drastically reduced its number of music-related shows in the early to mid-2000s. At this time, MTV introduced a static, single-color digital on-screen graphic
Digital on-screen graphic
A digital on-screen graphic is a watermark-like station logo that many television broadcasters overlay over a portion of the screen-area of their programs to identify the channel...

 during all of its other programming.

2010 rebranding


Since the premiere of the short-lived FNMTV in 2008, MTV has used a revised, chopped version of its traditional logo during most of its on-air programming. The revised logo is largely the same as MTV's original logo, but it excludes the "Music Television" caption, the bottom section of the "M" block letter, and the trailing letter "V" that branched off to the side of the original logo. However, much like the ever-changing patterns that filled MTV's original 1981 logo, the new 2010 logo is designed to be filled in with an unlimited variety of pictures and images. This new logo formally became MTV's official brand mark on February 8, 2010, when it debuted on MTV's website. The channel's long-running official tagline "Music Television" was officially dropped at this time. It is used worldwide, except for several countries, as of July 1, 2011. It was first adopted for MTV Films with the 2010 release Jackass 3D
Jackass 3D
Jackass 3D is a 2010 American 3D comedy film and the fourth film in the Jackass series. It was released on October 15, 2010 by Paramount Pictures and MTV Films to American theaters and marked the 10th anniversary of the franchise, which started in 2000...

.

MTV's rebranding was overseen by Popkern.

Moral influence and controversies


MTV's near-ubiquitous presence in popular culture for 30 years has led the channel to be in the center of the ongoing debate over the cultural and moral influence of music and television on young people and society. The channel has thus found itself a target of criticism by various groups about programming choices, social issues, political correctness
Political correctness
Political correctness is a term which denotes language, ideas, policies, and behavior seen as seeking to minimize social and institutional offense in occupational, gender, racial, cultural, sexual orientation, certain other religions, beliefs or ideologies, disability, and age-related contexts,...

, sensitivity, censorship
Censorship
thumb|[[Book burning]] following the [[1973 Chilean coup d'état|1973 coup]] that installed the [[Military government of Chile |Pinochet regime]] in Chile...

, and a perceived negative moral
Moral
A moral is a message conveyed or a lesson to be learned from a story or event. The moral may be left to the hearer, reader or viewer to determine for themselves, or may be explicitly encapsulated in a maxim...

 influence
Social influence
Social influence occurs when an individual's thoughts, feelings or actions are affected by other people. Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing...

 on young people.

In 2005, the Parents Television Council
Parents Television Council
The Parents Television Council is a U.S. based advocacy group founded by conservative activist L. Brent Bozell III in 1995 using the National Legion of Decency as a model...

 released a study titled MTV Smut Peddlers, which sought to expose what PTC believed was excessive sexual, profane, and violent content on the channel, based on MTV's Spring Break programming from 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 "the 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 pay for channels à la carte
À la carte
À la carte is a French language loan phrase meaning "according to the menu", and used in* A reference to a menu of items priced and ordered separately, i.e. the usual operation of restaurants * To order an item from the menu on its own, e.g...

.

The Christian right
Christian right
Christian right is a term used predominantly in the United States to describe "right-wing" Christian political groups that are characterized by their strong support of socially conservative policies...

 organization American Family Association
American Family Association
The American Family Association is a 501 non-profit organization that promotes conservative Christian values, such as opposition to same-sex marriage, pornography, and abortion, as well as other public policy goals such as deregulation of the oil industry and lobbying against the Employee Free...

 has also criticized MTV from perceptions of negative moral influence, even going as far as to describe MTV as promoting a "pro-sex
Sexual intercourse
Sexual intercourse, also known as copulation or coitus, commonly refers to the act in which a male's penis enters a female's vagina for the purposes of sexual pleasure or reproduction. The entities may be of opposite sexes, or they may be hermaphroditic, as is the case with snails...

, anti-family
Family values
Family values are political and social beliefs that hold the nuclear family to be the essential ethical and moral unit of society. Familialism is the ideology that promotes the family and its values as an institution....

, pro-choice
Pro-choice
Support for the legalization of abortion is centered around the pro-choice movement, a sociopolitical movement supporting the ethical view that a woman should have the legal right to elective abortion, meaning the right to terminate her pregnancy....

, drug
Drug
A drug, broadly speaking, is any substance that, when absorbed into the body of a living organism, alters normal bodily function. There is no single, precise definition, as there are different meanings in drug control law, government regulations, medicine, and colloquial usage.In pharmacology, a...

 culture."

In April 2008, PTC released The Rap on Rap, a study covering hip-hop and R&B music videos rotated on programs 106 & Park
106 & Park
106 & Park is a Top Ten Hip-Hop and R&B music video show, set up in a countdown format, that airs weekdays at 6:00 PM on BET . Since its inception, it was the network's #1 rated show...

 and Rap City
Rap City (TV series)
Rap City is a music video television program block aired on the Black Entertainment Television network. The program was an exclusive showcase for hip hop music videos, and features interviews with and freestyles from popular rappers, and often has guest DJs serve as co-hosts.-Conception:The show...

, both shown on BET
Black Entertainment Television
Black Entertainment Television is an American, Viacom-owned cable network based in Washington, D.C.. Currently viewed in more than 90 million homes worldwide, it is the most prominent television network targeting young Black-American audiences. The network was launched on January 25, 1980, by its...

, and Sucker Free
Sucker Free
Sucker Free, known as Sucker Free Daily on weekdays and then Sucker Free Countdown on Sundays, is MTV2's sole hip-hop video block. Previously, Sucker Free aired weekdays for one hour, then eventually sporadically until the week leading to February 28, 2010. Sucker Free Countdown, its 2 hour top 15...

 on MTV. PTC urged advertisers to withdraw sponsorship of those programs, whose videos PTC stated targeted children and teenagers "with adult content...once every 38 seconds."

Super Bowl controversy


On the heels of parent company Viacom's purchase of CBS
CBS
CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...

, MTV was selected to produce the halftime show at Super Bowl XXXV
Super Bowl XXXV
Super Bowl XXXV was played on January 28, 2001 at Raymond James Stadium in Tampa, Florida to decide the National Football League champion following the 2000 regular season. The American Football Conference champion Baltimore Ravens defeated the National Football Conference champion New York...

, airing on CBS and featuring Britney Spears
Britney Spears
Britney Jean Spears is an American recording artist and entertainer. Born in McComb, Mississippi, and raised in Kentwood, Louisiana, Spears began performing as a child, landing acting roles in stage productions and television shows. She signed with Jive Records in 1997 and released her debut album...

, 'N Sync
'N Sync
N Sync was an American boy band formed in Orlando, Florida, in 1995 and launched in Germany by BMG Ariola Munich, *NSYNC consisted of JC Chasez, Justin Timberlake, Lance Bass, Joey Fatone and Chris Kirkpatrick...

 and Aerosmith
Aerosmith
Aerosmith is an American rock band, sometimes referred to as "The Bad Boys from Boston" and "America's Greatest Rock and Roll Band". Their style, which is rooted in blues-based hard rock, has come to also incorporate elements of pop, heavy metal, and rhythm and blues, and has inspired many...

. Due to its success, MTV was invited back to produce another Super Bowl halftime show, which would spark a moral influence debate and lead to sweeping changes in Super Bowl halftime shows, MTV's own programming, and even music played on the radio.

When CBS aired Super Bowl XXXVIII
Super Bowl XXXVIII
Super Bowl XXXVIII was an American football game played on February 1, 2004 at Reliant Stadium in Houston, Texas to decide the National Football League champion following the 2003 regular season....

 in 2004, its sister network was again chosen to produce the halftime show, with performances by such artists as Nelly
Nelly
Cornell Iral Haynes, Jr. , better known by his stage name Nelly, is an Grammy Award winning American rapper and actor. He has performed with the rap group St. Lunatics since 1993 and signed to Universal Records in 1999. Under Universal, Nelly began his solo career in 2000 with his debut album...

, Diddy
Sean Combs
Sean John Combs , also known by his stage names Diddy and P. Diddy, is an American rapper, singer, record producer, actor, and entrepreneur. He has won three Grammy Awards and two MTV Video Music Awards, and his clothing line earned a Council of Fashion Designers of America award. He was originally...

, Janet Jackson
Janet Jackson
Janet Damita Jo Jackson is an American recording artist and actress. Known for a series of sonically innovative, socially conscious and sexually provocative records, as well as elaborate stage shows, television and film roles, she has been a prominent figure in popular culture for over 25 years...

, and Justin Timberlake
Justin Timberlake
Justin Randall Timberlake is an American pop musician and actor. He achieved early fame when he appeared as a contestant on Star Search, and went on to star in the Disney Channel television series The New Mickey Mouse Club, where he met future bandmate JC Chasez...

. The show became controversial after Timberlake tore off part of Jackson's outfit while performing his hit song "Rock Your Body
Rock Your Body
"Rock Your Body" is the third single from Justin Timberlake's solo debut album Justified. The song features Vanessa Marquez. She was at that time to Star Trak Entertainment....

" with her, revealing her right breast. All involved parties apologized for the incident, and Timberlake referred to the incident as a "wardrobe malfunction
Wardrobe malfunction
A wardrobe malfunction is a euphemism for accidental exposure of intimate parts. It is different from flashing, as the latter implies a deliberate exposure...

".

Michael Powell
Michael Powell (politician)
Michael Kevin Powell is an American Republican politician and lobbyist. He is the incoming president of the National Cable & Telecommunications Association . He was appointed to the Federal Communications Commission by President Bill Clinton on 3 November 1997. President George W. Bush designated...

, then-chairman of the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...

, ordered an investigation of the show the day after its broadcast. In the weeks following the controversial halftime show, MTV censored much of its programming. Several music videos, including "This Love" by Maroon 5
Maroon 5
Maroon 5 is an American pop rock band from Los Angeles, California. While they were in high school, lead vocalist and rhythm guitarist Adam Levine, keyboardist Jesse Carmichael, bass guitarist Mickey Madden, and drummer Ryan Dusick formed a garage band called Kara's Flowers and released one album...

 and "I Miss You
I Miss You (blink-182 song)
"I Miss You" is the second single from Blink-182's 2003 self titled album. It was released in February 2004. The song signals a drastic departure from Blink-182's usual upbeat, crudely humorous style, presenting a somber theme and a slower pace. In the music video , the band plays at a haunted...

" by Blink-182
Blink-182
Blink-182 is an American rock band consisting of vocalist and bass guitarist Mark Hoppus, vocalist and guitarist Tom DeLonge, and drummer Travis Barker. They have sold over 27 million albums worldwide since forming in Poway, California in 1992...

, were edited for sexual content. In September 2004, the FCC ruled that the halftime show was indecent and fined CBS $550,000. The FCC upheld its decision in 2006, but federal judges reversed the fine in 2008.

The Super Bowl itself would not feature another modern act for its halftime show until The Black Eyed Peas
The Black Eyed Peas
The Black Eyed Peas are an American pop group , formed in Los Angeles, California, in 1995. The group includes rappers will.i.am, apl.de.ap, and Taboo, and singer Fergie. Since the release of their third album Elephunk in 2003, the group has sold an estimated 56 million records worldwide...

 performed at Super Bowl XLV
Super Bowl XLV
Super Bowl XLV was an American football game between the American Football Conference champion Pittsburgh Steelers and the National Football Conference champion Green Bay Packers to decide the National Football League champion for the 2010 season. The game was held at Cowboys Stadium in...

 in 2011.

Jersey Shore controversy


MTV received a significant amount of criticism from Italian American organizations for the show Jersey Shore
Jersey Shore (TV series)
Jersey Shore is an American reality television series that premiered on MTV on December 3, 2009 in the United States. The series follows the lives of eight housemates spending their summer at the Jersey Shore in the U.S. state of New Jersey. Season 2 followed the cast escaping the cold northeast...

, which premiered in December 2009. The controversy was due in large part to the manner in which MTV marketed the show, as it liberally used the word Guido to describe the cast members. The word Guido is generally regarded as an ethnic slur when referring to Italians and Italian Americans. One promotion stated that the show was to follow, "eight of the hottest, tannest, craziest Guidos," while yet another advertisement stated, "[the show] exposes one of the tri-state area's most misunderstood species... the GUIDO. Yes, they really do exist! Our Guidos and Guidettes will move into the ultimate beach house rental and indulge in everything the Seaside Heights, New Jersey scene has to offer.Includes Nicole/Snooki.
"

Prior to the series debut, UNICO National
Unico National
Unico National is a service organization of Italian Americans established in Waterbury, CT in 1922 to "engage in charitable works, support higher education, and perform patriotic deeds". At that time, the trial of anarchists Sacco and Vanzetti was in the news, and many stories fostered a belief...

 (which is the largest Italian American organization) formally requested that MTV cancel the show. In a letter to the network, UNICO called the show a "...direct, deliberate and disgraceful attack on Italian Americans..." UNICO National President Andre DiMino said in a statement "MTV has festooned the 'bordello-like' house set with Italian flags and red, white and green maps of New Jersey while every other cutaway shot is of Italian signs and symbols. They are blatantly as well as subliminally bashing Italian-Americans with every technique possible..." Around this time, other Italian organizations joined the fight, including the NIAF
National Italian American Foundation
The National Italian American Foundation is a nonprofit, nonpartisan, educational foundation that promotes Italian American culture and heritage...

, the Order Sons of Italy in America
Order Sons of Italy in America
The Order Sons of Italy in America is the largest and oldest Italian American fraternal organization in the United States. A similar organization also exists in Canada.-History:...

 and the internet watch-dog.

MTV responded to the controversy by issuing a press release which stated in part, "the Italian-American cast takes pride in their ethnicity. We understand that this show is not intended for every audience and depicts just one aspect of youth culture." Since the calls for the show's removal, several sponsors have requested that their ads not be aired during the show. These sponsors include Dell, Domino's and American Family Insurance. Despite the loss of certain advertisers, MTV has not canceled the show. Moreover, the show has seen its audience gradually increase from its premiere in December 2009.

Dude, This Sucks stunt


A pilot for a show called Dude, This Sucks was canceled after teens attending a taping at the Snow Summit Ski Resort
Snow Summit
Snow Summit is a ski resort that was established in 1952 and is in the San Bernardino Mountains in Southern California. It is located by Big Bear Lake along with its sister resort Bear Mountain; these two resorts which operate under the same management are collectively known as Big Bear Mountain...

 in January 2001 were sprayed with liquid fecal matter by the group The Shower Rangers. The teens later sued. MTV later apologized and said that the segment would not air.

Social activism


In addition to its regular programming, MTV has a long history of promoting social, political, and environmental activism
Activism
Activism consists of intentional efforts to bring about social, political, economic, or environmental change. Activism can take a wide range of forms from writing letters to newspapers or politicians, political campaigning, economic activism such as boycotts or preferentially patronizing...

 in young people. The channel's vehicles for this activism have been Choose or Lose, encompassing political causes and encouraging viewers to vote in elections; Fight For Your Rights, encompassing anti-violence and anti-discrimination causes; and think MTV, the newest umbrella for all of MTV's social activism.

Choose or Lose


In 1992, MTV started a pro-democracy campaign called Choose or Lose, to encourage up to 20 million people to register to vote, and the channel hosted a town hall forum for then-candidate Bill Clinton
Bill Clinton
William Jefferson "Bill" Clinton is an American politician who served as the 42nd President of the United States from 1993 to 2001. Inaugurated at age 46, he was the third-youngest president. He took office at the end of the Cold War, and was the first president of the baby boomer generation...

.

In recent years, other politically diverse programs on MTV have included True Life
True Life
True Life is a documentary series running on MTV since 1998. Each episode follows a particular topic, such as heroin addiction as in the first episode, "Fatal Dose." The show is created by following a series of subjects by a camera crew through a certain part of their lives.-Topics covered:True...

, which documents people's lives and problems, and MTV News
MTV News
MTV News is the news division of MTV, one of the first and most popular music television network in the U.S., as well as some of MTV's related channels around the world. MTV News began in the late 1980s with the program The Week In Rock, hosted by Kurt Loder, the first official MTV News correspondent...

 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 Senator
United States Senate
The United States Senate is the upper house of the bicameral legislature of the United States, and together with the United States House of Representatives comprises the United States Congress. The composition and powers of the Senate are established in Article One of the U.S. Constitution. Each...

 John Kerry
John Kerry
John Forbes Kerry is the senior United States Senator from Massachusetts, the 10th most senior U.S. Senator and chairman of the Senate Foreign Relations Committee. He was the presidential nominee of the Democratic Party in the 2004 presidential election, but lost to former President George W...

. MTV worked with P. Diddy's "Vote or Die" campaign, designed to encourage young people to vote.

Additionally, MTV aired a documentary covering a trip by the musical group Sum 41
Sum 41
Sum 41 is a Canadian rock band from Ajax, Ontario. The band was formed in 1996 and currently consists of members Deryck Whibley , Tom Thacker , Jason McCaslin and Steve Jocz .In 1999, the band signed an international record deal with Island Records...

 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.

The channel also began showing presidential campaign commercials for the first time during the 2008 US presidential election
United States presidential election, 2008
The United States presidential election of 2008 was the 56th quadrennial presidential election. It was held on November 4, 2008. Democrat Barack Obama, then the junior United States Senator from Illinois, defeated Republican John McCain, the senior U.S. Senator from Arizona. Obama received 365...

. This has led to criticism from the right, with Jonah Goldberg
Jonah Goldberg
Jonah Jacob Goldberg is an American conservative syndicated columnist and author. Goldberg is known for his contributions on politics and culture to , of which he is editor-at-large...

 opining that "MTV serves as the Democrats'
Democratic Party (United States)
The Democratic Party is one of two major contemporary political parties in the United States, along with the Republican Party. The party's socially liberal and progressive platform is largely considered center-left in the U.S. political spectrum. The party has the lengthiest record of continuous...

 main youth outreach program."

Fight For Your Rights


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
Matthew Shepard
Matthew Wayne Shepard was a student at the University of Wyoming who was tortured and murdered near Laramie, Wyoming, in October 1998...

, a gay college student. After the film and a discussion, MTV went dark and showed names of hate crime victims.

think MTV


MTV's most recent activism campaign is think MTV, which discusses current political issues such as same-sex marriage
Same-sex marriage
Same-sex marriage is marriage between two persons of the same biological sex or social gender. Supporters of legal recognition for same-sex marriage typically refer to such recognition as marriage equality....

, U.S. elections, and war in other countries. The slogan
Slogan
A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm . Slogans vary from the written and the...

 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.

think MTV addresses twelve major issue areas: discrimination, environment, politics, health & self, crime & violence, poverty & disease, human rights, war & peace, relationships & sex, faith, substance abuse, and education. Young people are encouraged to choose the issues that resonate most and take action to make a positive change. The motto is, "Your cause. Your effect." think MTV is also integrated in MTV's current programming.

Beyond MTV


Since its launch in 1981, the brand "MTV" has expanded to include many additional properties beyond the original MTV channel, including a variety of sister channels in the U.S., dozens of affiliated channels around the world, and an Internet presence through MTV.com and related websites.

Sister channels in the U.S.



MTV operates a group of channels under the name MTV Networks
MTV Networks
MTV Networks is a division of media conglomerate Viacom that oversees the operations of many television channels and Internet brands, including the original MTV channel in the United States...

, a division of its corporate parent, Viacom
Viacom
Viacom Inc. , short for "Video & Audio Communications", is an American media conglomerate with interests primarily in, but not limited to, cinema and cable television...

. In 1985, MTV saw the introduction of its first true sister channel, VH1
VH1
VH1 or Vh1 is an American cable television network based in New York City. Launched on January 1, 1985 in the old space of Turner Broadcasting's short-lived Cable Music Channel, the original purpose of the channel was to build on the success of MTV by playing music videos, but targeting a slightly...

, 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, CMT
Country Music Television
Country Music Television, or CMT, is an American country music-oriented cable television network. Programming includes music videos, taped concerts, movies, biographies of country music stars, game shows, and reality programs...

, targets the country music
Country music
Country music is a popular American musical style that began in the rural Southern United States in the 1920s. It takes its roots from Western cowboy and folk music...

 and southern culture
Culture of the Southern United States
The Culture of the Southern United States, or Southern Culture, is a subculture of the United States that is perhaps America's most distinct, in the minds both of its residents and of those in other parts of the country...

 market.

The advent of satellite television
Satellite television
Satellite television is television programming delivered by the means of communications satellite and received by an outdoor antenna, usually a parabolic mirror generally referred to as a satellite dish, and as far as household usage is concerned, a satellite receiver either in the form of an...

 and digital cable
Digital cable
Digital cable is a generic term for any type of cable television distribution using digital video compression or distribution. The technology was originally developed by Motorola.-Background:...

 brought MTV greater channel diversity, including its current sister channels MTV2
MTV2
MTV2 is a cable network that is widely available in the United States on digital cable and satellite television, and is progressively being added to analogue cable lineups across the nation...

 and MTV Tr3s
MTV Tr3s
Tr3s is an American cable, satellite and over-the-air network that prides itself as a bi-cultural entertainment destination. It is rooted in the fusion of Latin America and American music, cultures, and languages, bringing the biggest names in pop, urban, and rock music...

 (now 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
MTV Hits
MTV Hits is an American music video channel that debuted on May 1, 2002. The format of the network resembles that of the classic MTV before the additional of other programming to that network in the 1990s and their slow decline of music video programming...

 and MTV Jams
MTV Jams
MTV Jams is a Viacom-owned American hip-hop/urban music video channel that debuted on 1998 as MTVX, then was relaunched in 2002 under its current name...

. MTV also broadcasts mtvU
MtvU
mtvU is a division of Viacom's MTV Networks which produces a 24-hour television channel that is available on more than 750 college and university campuses across the United States, as well as several digital cable packages...

, a college
College
A college is an educational institution or a constituent part of an educational institution. Usage varies in English-speaking nations...

-oriented channel on campus at various universities.

Recently, MTV began broadcasting with Chirs Wowkanyn"MTV HD," a 1080i
1080i
1080i is the shorthand name for a high-definition television mode. The i means interlaced video; 1080i differs from 1080p, in which the p stands for progressive scan. The term 1080i assumes a widescreen aspect ratio of 16:9, implying a frame size of 1920×1080 pixels...

 high definition simulcast of MTV. However only the network's original series after 2010 (with some pre-2010 content) are aired in high definition, while music videos, despite being filmed for high definition presentation, are still presented in 4:3 standard definition, forcing them into a windowboxing
Windowbox (film)
Windowboxing in the display of film or video occurs when the aspect ratio of the media is such that the letterbox effect and pillarbox effect occur simultaneously...

 type of presentation. DirecTV
DirecTV
DirecTV is an American direct broadcast satellite service provider and broadcaster based in El Segundo, California. Its satellite service, launched on June 17, 1994, transmits digital satellite television and audio to households in the United States, Latin America, and the Anglophone Caribbean. ...

, Dish Network
Dish Network
Dish Network Corporation is the second largest pay TV provider in the United States, providing direct broadcast satellite service—including satellite television, audio programming, and interactive television services—to 14.337 million commercial and residential customers in the United States. Dish...

, Comcast
Comcast
Comcast Corporation is the largest cable operator, home Internet service provider, and fourth largest home telephone service provider in the United States, providing cable television, broadband Internet, and telephone service to both residential and commercial customers in 39 states and the...

, Time Warner Cable
Time Warner Cable
Time Warner Cable is an American cable television company that operates in 28 states and has 31 operating divisions...

, U-verse
U-Verse
AT&T U-verse is a registered service mark under which AT&T offers Internet access, television, and telephone services in various parts of the United States. It began in 2008 to serve mostly residences and small businesses in urban and suburban areas.-Services:...

, & Verizon FiOS
Verizon FiOS
Verizon FiOS is a bundled Internet access, telephone, and television service which operates over a fiber-optic communications network. It is offered in some areas of the United States by Verizon Communications. Verizon was one of the first major U.S...

 carry the HD channel.

MTV Networks also operates Palladia, a high-definition
High-definition television
High-definition television is video that has resolution substantially higher than that of traditional television systems . HDTV has one or two million pixels per frame, roughly five times that of SD...

 channel that features original HD programming and HD versions of programs from MTV, VH1, and CMT. The station was launched in January 2006 as MHD (Music: High Definition). The channel was officially rebranded as Palladia on September 1, 2008 to coincide with the shift to more exclusive HD programming.

In 2005 and 2006, MTV launched a series of channels for Asian Americans. The first channel was MTV Desi
MTV Desi
MTV Desi was a spin-off network from MTV that targeted Desis in the United States, as the name implies. The network featured various styles of music such as electronic tabla music and English-Gujarati hip-hop, interspersed among Bollywood videos...

, launched in July 2005, dedicated toward South-Asian Americans. Next was MTV Chi
MTV Chi
MTV Chi was a spin-off network from MTV that was targeted at Chinese Americans. The network featured various styles of music such as Mando pop, Canto pop and Chinese American hip hop. It broadcast in English and featured a mix of original programming with the best of MTV's International...

, in December 2005, which catered to Chinese Americans. The third was MTV K
MTV K
MTV K was a channel dedicated to mainly Korean Americans, Asian Americans and K-Pop lovers that showcased the best of Korean culture while providing a platform for Korean American talent...

, 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



In the late 1980s, before the World Wide Web
World Wide Web
The World Wide Web is a system of interlinked hypertext documents accessed via the Internet...

, in the days of the Gopher protocol, MTV VJ Adam Curry
Adam Curry
Adam Clark Curry is a broadcasting and Internet personality well known for his stint from 1987 to 1994 as a video jockey on the music video channel MTV. In the mid-1990s, Curry was a World Wide Web entrepreneur and one of the first celebrities to personally create and administer a Web site...

 began experimenting on the Internet. He registered the then-unclaimed domain name
Domain name
A domain name is an identification string that defines a realm of administrative autonomy, authority, or control in the Internet. Domain names are formed by the rules and procedures of the Domain Name System ....

 "MTV.com" in 1993 with the idea of being MTV's unofficial new voice on the Internet. Although this move was sanctioned by his supervisors at MTV Networks at the time, when Curry left to start his own web-portal design and hosting company, MTV subsequently sued him for the domain name, which led to an out-of-court settlement.

The service hosted at the domain name was originally branded "MTV Online" during MTV's first few years of control over it in the mid-1990s. It served as a counterpart to the America Online portal for MTV content, which existed at AOL keyword MTV until approximately the end of the 1990s. After this time, the website
Website
A website, also written as Web site, web site, or simply site, is a collection of related web pages containing images, videos or other digital assets. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet...

 became known as simply "MTV.com" and served as the Internet home base for all MTV and MTV News
MTV News
MTV News is the news division of MTV, one of the first and most popular music television network in the U.S., as well as some of MTV's related channels around the world. MTV News began in the late 1980s with the program The Week In Rock, hosted by Kurt Loder, the first official MTV News correspondent...

 content.

MTV.com experimented with entirely video-based layouts between 2005 and 2007. The experiment began in April 2005 as MTV Overdrive, a streaming video service that supplemented the regular MTV.com website. Shortly after the 2006 Video Music Awards, which were streamed on MTV.com and heavily utilized the MTV Overdrive features, MTV introduced a massive change for MTV.com, transforming the entire site into a Flash
Adobe Flash
Adobe Flash is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games and flash animations for broadcast...

 video-based entity. Much of users' feedback about the Flash-based site was negative, demonstrating a dissatisfaction with videos that played automatically, commercials that could not be skipped or stopped, and the slower speed of the entire website. The experiment ended in February 2006 as MTV.com reverted to a traditional HTML
HTML
HyperText Markup Language is the predominant markup language for web pages. HTML elements are the basic building-blocks of webpages....

-based website design with embedded video clips, in the style of YouTube
YouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....

 and other popular video-based websites.

Today, MTV.com is still the official website of MTV, and it 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
MTV News
MTV News is the news division of MTV, one of the first and most popular music television network in the U.S., as well as some of MTV's related channels around the world. MTV News began in the late 1980s with the program The Week In Rock, hosted by Kurt Loder, the first official MTV News correspondent...

, podcasts, and a video streaming service supported by commercials. There are also movie features, profiles and interviews with recording artists and from MTV's television programs.

The channel responded to the rise of the Internet as the new central place to watch music videos in October 2008 by launching MTV Music
MTV Music
MTV Music is a video/music sharing website launched on October 28, 2008 by MTV. The website offers a large collection of music videos that date back to the early 1980s...

, a website that features thousands of music videos from MTV and VH1
VH1
VH1 or Vh1 is an American cable television network based in New York City. Launched on January 1, 1985 in the old space of Turner Broadcasting's short-lived Cable Music Channel, the original purpose of the channel was to build on the success of MTV by playing music videos, but targeting a slightly...

's video libraries, dating back to the earliest videos from 1981.

A newly created division of the company, MTV New Media, announced in 2008 that it would produce its own original web series, in an attempt to create a bridge between old and new media. The programming is available to viewers via personal computers, cell phones, iPod
IPod
iPod is a line of portable media players created and marketed by Apple Inc. The product line-up currently consists of the hard drive-based iPod Classic, the touchscreen iPod Touch, the compact iPod Nano, and the ultra-compact iPod Shuffle...

s, and other digital devices.

MTV around the world



MTV Networks has also launched numerous native-language MTV-branded music channels to dozens of countries around the world. MTV UK operates 16 channels solely in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

. Other channels include, but are not limited to, MTV Belgium, MTV Brazil
MTV Brasil
MTV Brasil is the Brazilian version of MTV, owned by Abril Mídia, the nation's largest magazine publisher, under license from Viacom - owned MTV Networks Latin AmericaMTV Brasil is one of two versions of MTV available in free-to-air terrestrial television...

, MTV Canada
MTV Canada
MTV is a Canadian English language Category A specialty channel devoted to talk, lifestyle and documentary programming.MTV is owned by Bell Media, with its name licensed from the American channel of the same name, which is owned by MTV Networks, a division of Viacom.The channel launched as talktv...

, MTV Turkey, MTV Netherlands
MTV NL
MTV Netherlands is a television channel broadcasting to the Dutch speaking markets in the Netherlands and Flanders. It started in September 2000...

, MTV Ireland, MTV Greece
MTV Greece
MTV Greece is the Greek version of MTV, launched on September 1, 2008.MTV Greece broadcasts mainly English, American and Greek music, MTV's shows like Date My Mom, Made, Nitro Circus, RoomRaiders, America's Most Smartest Model, etc. subtitled in Greek, as well as three Greek shows...

, MTV Hungary
MTV Hungary
MTV Hungary is a television channel broadcasting to Hungary. It started on October 1, 2007. The channel is available on cable/digital television and hosts a number of localised programming and presenters.-Local Shows:* Swung* Alternative Nation...

, MTV Russia
MTV Russia
MTV Russia is a Russian language free-to-air 24 hour entertainment and music service seen in 22 million households in Moscow, St. Petersburg, Omsk, Voronezh, Novosibirsk, Chelyabinsk and Yekaterinburg, among other cities.-History:...

, MTV Spain, MTV Austria
MTV Austria
MTV Austria, is a localised version of MTV Germany for the Austrian market.The channel features localized advertising and 'Music & Style' a weekly local show featuring special events and music from Austria. The channel often shows different music videos from its German counterpart aiming at more...

, MTV France
MTV France
MTV France, is a 24-hour French speaking entertainment channel operated by MTV Networks Europe. The channel was launched as MTV Networks Europe began to further localize its brand throughout Europe. MTV France was launched in June 20, 2000in France...

, MTV Germany
MTV Central
MTV Germany, is a 24- hour German speaking entertainment channel operated by MTV Networks Europe. The channel was launched as MTV Networks Europe began to localize its brand throughout Europe in 1997. MTV Germany was launched on March 7, 1997...

, MTV Europe
MTV Europe
MTV Europe is a pan-European 24-hour entertainment cable and digital television network launched on August 1, 1987. Initially, the channel served all regions within Europe being one of the very few channels that targeted the entire European continent...

, MTV Portugal
MTV Portugal
MTV Portugal is a 24-hour general entertainment channel serving Portugal.The channel was launched on July 1, 2003 replacing MTV Europe within the territory. In its initial stages MTV Portugal shared similar content to MTV Spain and MTV Italy, while also airing programming from MTV US and MTV Europe...

, MTV Adria
MTV Adria
MTV Adria is a localized version of the music and entertainment channel MTV Europe, customized for the Balkan countries that used to be constituent parts of Yugoslavia...

, MTV Denmark
MTV Denmark
MTV Denmark or MTV Danmark is a television channel broadcasting to Denmark and the Faroe Islands market. It started in May 2005 as part of MTV's expansion into the Nordic region which followed with launches of MTV Finland, MTV Sweden and MTV Norway in September 2005...

, MTV Finland
MTV Finland
MTV Finland is a general entertainment channel broadcasting to the Finnish speaking market. The channel replaced MTV Nordic on September 18, 2005.-History:* MTV Finland launched in September 2005 along with MTV Sweden and MTV Norge...

, MTV Italy
MTV Italy
MTV Italy is the Italian speaking version of the popular 24 hour music and youth entertainment channel. Unlike its counterparts elsewhere in Europe, MTV Italia is a national channel available free-to-air on terrestrial television since September 1, 1997 and available on digital terrestrial...

, MTV Israel
MTV Israel
MTV Israel, is the Hebrew-speaking branch of MTV. A 24 hour music and general entertainment channel launched on January 17, 2011.-History:* Prior to the launch of a 24 hour MTV Israel, the territory was previously served by a localized version of MTV Europe...

, MTV Norway
MTV Norge
MTV Norway is a general entertainment channel broadcasting in Norway. The channel replaced MTV Nordic on September 18, 2005.-History:*MTV Norway launched in September 2005 along with MTV Sweden and MTV Norge...

, MTV Poland, MTV Czech
MTV Czech
MTV Czech Republic is a 24 hour music and entertainment television channel which serves the Czech Republic and Slovakia.The channel launched on 29 November 2009 under a licensing agreement between MTV Networks Europe, a subsidiary of MTV Networks, owned by the current Viacom from its split of the...

, MTV Romania, MTV Lithuania, MTV Latvia, MTV Estonia, MTV Sweden
MTV Sweden
MTV Sweden is a general entertainment channel broadcasting to the Swedish market. The channel replaced MTV Nordic on September 18, 2005.-History:* MTV Sweden launched in September 2005 along with MTV Finland and MTV Norge...

, MTV Asia
MTV Southeast Asia
MTV Southeast Asia is a 24-hour music/entertainment television network, owned by MTV Networks Asia Pacific, a division of Viacom. The channel is shown in the Southeast Asia region including Singapore , Malaysia , Hong Kong , Indonesia , Thailand , Vietnam , Philippines MTV Southeast Asia is a...

, MTV Taiwan, MTV Korea
MTV Korea
SBS MTV is a South Korean music channel. Being a South Korean version of American MTV, it features Korean Pop artist, International Music, news and few of reality programs. It also program brought also from MTV program in the US and few of Asian programs....

, MTV Japan
MTV Japan
MTV Japan is the Japanese version of the cable television network based in Japan. It is a subsidiary of MTV Networks, and was launched on December 24, 1992. It can be viewed on cable television, SKY PerfecTV!, SKY PerfecTV! e2 and IPTV.-History:MTV originally was a music block on JORX-TV from 1989...

, MTV Thailand
MTV Thailand
MTV Thailand is a 24-hour music and entertainment channel owned by MTV Networks Asia Pacific, a division of Viacom. This channel broadcasts both Thai and International music programs as well as a youth lifestyle T.V...

, MTV Indonesia
MTV Indonesia
MTV Indonesia is the Indonesian branch of a music television station MTV, parts of MTV Asia. It was first shown in ANTeve in the since was launched together with Nickelodeon Indonesia on 1 January 1993 on ANTeve, MTV Indonesia aired MTV Shows from USA such as TRL, Fanatic, Diary; Europe, Asia such...

, MTV India
MTV India
MTV India is the Indian version of MTV , a channel specialising in music and youth culture programming. It was launched in 1996 and is now part of the Viacom 18 Media Pvt. Ltd based in Mumbai. . "MTV India" is one of the oldest Music Television Networks in Asia...

, MTV Philippines
MTV Philippines
MTV Philippines was a 24-hour music/entertainment television network owned by All Youth Channels, Inc., with a partnership with MTV Networks Asia Pacific...

 (closed from 16 February 2010), MTV Vietnam
MTV Vietnam
MTV Vietnam is a 24 hour music channel owned by MTV Networks Asia, a division of Viacom and UTV Corporation, a division of BHD Group and is under management of Vietnam Television...

 (just launched on July 1, 2011), MTV Pakistan
MTV Pakistan
Music Television Pakistan is the Pakistani subsidiary of MTV, a cable television network owned by Viacom Inc. headquartered in New York. The Pakistan franchise has been set up in collaboration with Pakistan's first satellite channel media group known as Indus Media Group . Indus TV is Pakistan's...

, MTV Ukraine
MTV Ukraine
MTV Ukraine is a Ukrainian language music channel, owned by MTV Networks Europe, a division of Viacom. The channel was launched on 24 August 2007, 6:00 a.m. local time and is available to the whole country of Ukraine through cable and satellite: in Kiev, Dnipropetrovsk, Donetsk, Lutsk, Lviv and...

, MTV Latin America
MTV Latin America
MTV Latin America is a cable television specialty service aimed at residents in Hispanic American countries. It was launched on October 1, 1993 as MTV en Español. The channel is a Hispanic American version from MTV...

, MTV Australia
MTV Australia
MTV Australia is 24 hour general entertainment channel specialising in music and youth culture programming which serves Australia and New Zealand. It is operated by Viacom International Media Networks Australia owned by Viacom and primarily features imported shows as well as locally produced...

, MTV New Zealand
MTV New Zealand
MTV New Zealand, was a 24-hour general television entertainment channel operated by MTV Networks International. The channel launched on 18 August 2006...

, and MTV Base
MTV Base
MTV Base is a 24-hour music and general entertainment channel from MTV Networks International. The channel focuses primarily on music from the world of R'n'B, hiphop, reggae, soul and urban. The MTV Base brand first launched in the United Kingdom and in the Republic of Ireland on July 1, 1999,...

 in Africa, MTV Arabia
MTV Arabia
MTV Middle East, formerly MTV Arabia, is a free-to-air music television channel, and the Middle Eastern incarnation of MTV. As an addition to the MTV network, it is a joint venture between MTV Networks International and Arabian Television Network, a subsidiary of Arabian Broadcasting Network, and...

 and MTV Adria
MTV Adria
MTV Adria is a localized version of the music and entertainment channel MTV Europe, customized for the Balkan countries that used to be constituent parts of Yugoslavia...

 which includes MTV Slovenia, MTV Serbia and MTV Croatia. An international version of MTV known as MTV International
MTV International
MTV International a.k.a. and MTVI was the internet-based international version of MTV. The channel was a subsidiary of MTV Networks...

 was shown on the Internet from 2006 to 2007.sacWED
MTV Lithuania, MTV Latvia and MTV Estonia (MTV Networks Baltic) was closed 2009.11.18 with about 3 000 000 EUR debt.

Recognition


In 2010, a study by the Gay and Lesbian Alliance Against Defamation
Gay and Lesbian Alliance Against Defamation
The Gay & Lesbian Alliance Against Defamation is a non-governmental media monitoring organization which promotes the image of LGBT people in the media...

 found that of the 207.5 hours of prime time programming, 42% included content reflecting the lives of gay, bisexual and transgendered people. This was the highest in the industry and the highest percentage ever.

See also


  • Censorship on MTV
    Censorship on MTV
    Censorship on MTV has been the subject of debate for years. MTV, the first and most popular music television network in the U.S., has come under criticism for being too politically correct and sensitive, censoring too much of their programming...

  • First music videos aired on MTV
    First music videos aired on MTV
    This is a list of the first music videos broadcast on MTV's first day, August 1, 1981. Video of the launch of MTV was uploaded onto YouTube in 2009.-List:#"Video Killed the Radio Star" by The Buggles#"You Better Run" by Pat Benatar...

  • Flashdance
    Flashdance
    Another song used in the film, "Maniac", was also nominated for an Academy Award. It was written by Michael Sembello and Dennis Matkosky, and was inspired by the 1980 horror film Maniac. The lyrics about a killer on the loose were rewritten so that it could be used in Flashdance...

     (1983), film that established MTV as an important marketing tool
  • List of MTV award shows
  • List of MTV channels
  • List of MTV VJs
  • List of programs broadcast by MTV
  • MTV generation
    MTV Generation
    The MTV Generation is a term sometimes used to refer to youth of the late 20th century. The term can mean different things to different people, and is sometimes used synonymously with the terms Generation X or Generation Y.- History :...

  • MTV Networks
    MTV Networks
    MTV Networks is a division of media conglomerate Viacom that oversees the operations of many television channels and Internet brands, including the original MTV channel in the United States...

  • MTV News
    MTV News
    MTV News is the news division of MTV, one of the first and most popular music television network in the U.S., as well as some of MTV's related channels around the world. MTV News began in the late 1980s with the program The Week In Rock, hosted by Kurt Loder, the first official MTV News correspondent...


External links