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Wire Channel MTV Turns Thirty Today And I Think It's Unlikely That Any Article Noting The Event Will Be Well Placed To Fight The Urge To Incorporate Some Rant About The Absence Of Music Videos On The Network.

Wire channel MTV turns 30 today and I suspect it's unlikely that any article noting the event will be well placed to resist the urge to incorporate some rant about the absence of music videos on the network.

In principle, I understand the grumbles. I watched the network from its earliest days and there had been something spellbinding about discovering some artist or song thanks to the video. As MTV changed into a business success, it made a huge number of stars whose careers would have been entirely different without the exposure. Sure, performers such as Paula Abdul owe their careers to MTV, but it's tough to imagine what the careers of musicians such as Michael Jackson would have been without the video exposure.

But from the earliest years of the network, MTV pursued a method of making original, non-musical programming. And once they made that call, it was inevitable that the success of that programming would push the music off the main MTV Network.

There are good business reasons for opting not to play music videos on a channel that was originally branded as a music network. No cable channel wants to be in a position where their achievement is dependent on access to content being made by third parties. In pretty much the same way that HBO and Showtime commenced producing original programming as a method to offset the assertive dealmaking of the film studios, MTV moved toward original programming so they wouldn't be conditional on the whims of the music labels.

I think things might have been subtley different if MTV had been owned by a media company that also owned a music label. But without warranted access to music videos, MTV had no alternative than to move toward original programming.

Granted, MTV did not necessarily have to choose the programming mix that it did. But because it's owned by Viacom, which approaches its multiple cable channels the way Clear Channel programs its radio stations, programming calls are often as much about playing to the network's target demo as anything else.

That pressure from the sales side is also why you see things such as Viacom-owned movies pop up in primetime slots. Their cost is close to free, and its easy for a sales staff to sell a block of pictures displaying across all the Viacom Networks.

At the end of the day, MTV is a business. And it's difficult to prove with the grounds that whether it airs music videos, it has been a remarkably successful network. So while I yearn for the videos (and the VJs), I'm a decade past making snide remarks about the absence of music on MTV.

But as MTV turns thirty, I do fret about the corrosive effect its programming has on youths.

Stressing about such things possibly seems old fashioned to most audiences (and TV critics) at this juncture. MTV obviously has the right to air what it wants, how it wants. The indisputable fact that so many of its shows are successful illustrates there's an audience for them.

But because rumpus sells, MTV has made this vision of American kids that commonly highlights the very worst of what we can be. MTV isn't displaying Teen Mom because they hope to convince teen spectators not to conceive. Actually the essential message of the show is "hey, it will be okay." Seeing girls who have shown up on Teen Mom splashed across mag covers at the local superstore is morally wrong on so many levels I could write a book about it and still just scratch the surface. The incontrovertible fact that versions of jersey Shore air around the world makes me more gloomy than proud of the network's programming prowess.

What fears me as MTV turns thirty is that for many American children, Viacom has as much influence on their lives as school or buddies. From Nick Jr's preschool programming thru Nick's animated shows thru Teen Nick and MTV, Viacom rules the pop culture landscape of America's youth.

I won't claim anyone is evil. Most of the programming calls have more to do with sales opportunities and audience share than cultural impact. But at age thirty, MTV should be considering such things, and it seems clear to anyone who watches the network the ethics of what they air is scarcely a concern,writes tagza.com.
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