MTV. Music Television. In 1981, this channel brought the revolution of music television to life. The channel offered a place for fans to access their favorite musicians. Watching videos and seeing interviews with many artists. They always appealed to a younger group, and have always been on the cutting edge of trend. In fact as a teenager, this was my channel. This is what I watched. Headbangers Ball, 120 minutes, and endless videos in multiple genres allowing me to see and hear the latest music released. It felt like they had made a channel just for me and my generation...the Gen Xers.

 

Sadly, my age has changed my demographic, so I don't expect that I should like what programming is on MTV today, however MTV has changed so much that its tagline "MUSIC Television" has become obsolete. Their programming has changed to a reality TV base. Shows like Jersey Shore and the Buried Life now monopolize their schedule. There is no music to be found. That's why they have made over their logo, which removes the tagline and has a model that allows new stars to be visible through it. But what stars? Reality TV stars? With no music video programming, why do they even bother to have a video music awards show anymore?

 

Since their programming has changed, I am sad to say that my music appreciation remains stunted in the 90s. What new music I do manage to hear/see is in the form of tweets, facebook links, and youtube spots, but the volume is sorely lacking. You have to actively follow your artist, and finding new music is almost impossible. I'm sad. I feel like an old friend has passed.

 

With that said, I don't think simply removing the tagline from MTV is enough; and though they are touting they are programming for the "M"illenium generation, it is only a matter of time before the Millenial generation grows up and MTV is on to some new trend. MTV is dead. Rename the channel! I doubt when Dire Straights sang "I want my MTV," the current programming is what they had in mind.

 

I don't know.... name it YTV.  That seems appropriate in more ways than one.

 

Some Parting Memories:

 

Dire Straights: Money for Nothing

 

The Buggles: Video Killed the Radio Star

Dexy's Midnight Runners: Come On Eileen

 

Michael Jackson: Thriller