Strategic Weaknesses:
The constant reruns of outdated shows are holding MTV back. Also, the lack of the musical entertainment offered by Music Television does not bode well for MTV. This is huge departure from it’s original core competencies. They once excelled in putting new bands on display, but in recent years has shown no support for grassroots music. They are often following behind the trends and successes of other shows on different networks, giving them a disadvantage to building an invested viewer base. The increase in reality television shows has turned away some viewers who are more interested in scripted shows with a continuous plot. Shows like Teen Wolf and Scream have a strong, dedicated fan base. The viewers will tune in to MTV
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Group: Netflix, Hulu, HBO GO, YouTube, E!, Oxygen, Freeform
Moderator: What do you like about those?
Group: Recommendations, pick what you want, money (free), convenient, personalization of playlists, all types of music
Moderator: How do you perceive those channels of entertainment?
Group: Netflix offers everything, not just one in particular, likes Freeform and acting is good x2, does not like reality channels
Moderator: What are they doing better than MTV?f
Group: Acting is 110% better, no diversity/variety on MTV, quality of shows is much higher on Netflix, some reality channels were pre-established, but since MTV switched, it lost it’s audience
Moderator: Why did you stop watching
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Didn’t want to keep up with it, couldn’t watch b/c too inappropriate
Moderator: What would you like to change about MTV?
Group: Bringing back music shows, TRLs, top 20 countdown, bring back music atmosphere, offer diversification with a broader audience, better quality shows with better acting, accessibility of shows b/c current online wait time
Appendix 2: Outline of Focus Group
1. Warm up/introduction to focus group
Fill in the blank (sentences) exercise.
Have you heard of MTV?
Have you watched MTV in the past?
Do you currently like to watch MTV? If so, how much?
What words do you associate with MTV?
If MTV was an animal, what would it be? Why?
If MTV was a person, what kind of personality would he/she have? Explain.
2. Topic discussion:
What shows/types do you watch?
On what platform/media do you watch your shows?
Are you a fan of music? What genres? Where do you listen to your music?
Who are MTV’s biggest threats/competition?
What do you like about those?
How do you perceive those channels of entertainment?
What are they doing better than MTV?
Why did you stop watching MTV?
What would you like to change about MTV?
Do you like our idea? What do you like about it?
3. Wrap-up and final thoughts:
Summarize
Review
Sipple, L. (2011). The appeal of reality television for teen and pre-teen audiences. Journal of
When the documentary was produced, media exposure was limited to private and expensive mediums such as television, movies and radio. These outlets were plagued with marketing agendas designed to sell products under the guise of authentic music and entertainment. Formerly non-existent cultural archetypes such as the boy band, pop diva, and gothic artist were created and promoted by corporations with the intent to profit from their fame. This systematic fabrication of teenage culture was achieved through the monopolization of popular media by people and companies with money. This created a narrow and one-dimensional mainstream cultural media, limiting the prefere...
Banks, Jack. Monopoly Television: MTV's Quest to Control the Music. (Colorado: Westview, 1996), p. 34.
In assessing the impact and effect of popular cultural forms like MTV, it is important to acknowledge the extent to which, rather than having them imposed upon us, we may instead appropriate or assimilate parts, whilst choosing to reject or ignore the rest. This, of course, has the consumer or viewer acting (or perhaps more accurately interacting) as opposed to simply passively receiving (Philo par 16).Even though critics of MTV stand strongly against the passive consumer, th...
MTV, formally known as Music Television, is one of the most viewed networks on television today. Roughly thirty-three years old, it has changed the American culture drastically in more than just one way. Specifically targeting teens and young adults, the MTV network provides all of the most up to date gossip on celebrities, highlights the latest fashion trends, promotes versified lifestyles, and defines the music industry of our generation. However, this so-called “idolized network” has not always been this way. The American culture has been affected by MTV through the creation of the network, the transformation from simply just music television to inappropriate reality shows, and the promotion of inappropriate content.
Smith, S. L. (2005). From Dr. Dre to dismissed: Assessing violence, sex, and substance use on MTV. Critical
MTV single handedly created stars, who may never have gotten the chance without the advent of music video. A prime example of this is Madonna. I dare not infer Madonna is not talented, however it is her image more than her voice that sells albums. Throughout the years we have seen Madonna in all different stages. She constantly re-invents herself. From the material girl to the material mom, Madonna has perfected the use of music video and marketing. Without MTV she may never have attained the success she enjoys.
... The Sounds of Sex: Sex in teens’ music and music videos. Sexual Teens, Sexual Media: Investigating Media’s Influence on Adolescent Sexuality (p. 253)
Reality TV. Ed. Karen F. Balkin, Ph.D. Farmington Hills, MI: Greenhaven Press, 2008, 58-60. Print. The. McCormick, Patrick.
MTV has transformed its music channel to one that possess more cultural significance ( ). In combination with these changes, and MTV’s long history within television broadcasting, MTV transformed its international image by including endorsements in the form of emulation ( ). The network examined viewers interest in the show and dedicated more time through programs with endorsements, which constant celebrity appearances from global rock, rappers, and pop icons ( ). The attribution serves as one of the greatest inclusion in terms of market global expansion; For instance, the first year viewership was measured, the 1994 MTV music awards attracted more than 300 millions viewers from the homes of more than 80 regions around the world ( ). During global and regional climacteric eras, MTV utilized its platform as a source of information and knowledge creating MTV News in 1987.
The gossip industry has become popular in the last few decades. Our society enjoys knowing about the lives of celebrities. We obsess over celebrities on gossip websites, and even obsess to the extent of stalking these celebrities. This industry has impacted our culture immensely. It has tainted our culture in several ways from creating bad role models for our children to making stalking an everyday affair; either way, the media has changed our society greatly. The gossip industry has brought new entertainment for our pleasure, but it has come with negative consequences.
Reality television has been around since 1948. Over the past decade, reality TV has seen a dramatic rise in popularity. Today, you can turn on the television and there is a chance that a reality TV show will be on. Reality television is a big part of American’s lives today. There are reality shows starting from relationships, drama, entertainment, to cooking, fitness, sports, and many more. According to a recent study by the Girl Scouts Institute, “Forty-seven percent of girls and young women say they are regular viewers, with thirty percent saying they sometimes watch it." It also reports, “eighty-six percent believe these shows often put girls against each other to make the shows more exciting, and seventy percent say they make people think it is ok to treat each other badly.” Reality television has affected society greatly by encouraging violent behavior, it elevates imprudent personalities, and depicting women of their values.
It shows everything from the insecurities a person possess to their social conflicts and sexual habits and deviations. The sexual habits that are put on display for the world are seen by these young audiences. MTV is marketed to twelve to thirty-four year olds with the majority of the audience being fourteen to seventeen years old. In Chozick’s article, it is said that MTV “sheds it’s skin” every now and then in an attempt to keep up with the times and market to the new viewers within their target audience age range. This is why some shows end or are cancelled and they get replaced by shows with a completely different concept.
“Real To Me: Girls and Reality TV.” www.girlscouts.org Girl Scout Research Institute, 2011. Web. 29. Nov. 2013.