MTV At 30: Still Pushing Boundaries And Pioneering New Forms Of Media

I Want My MTVMTV turned 30 on Monday, but the network seemed to be the only one not interested in celebrating its major milestone.

Let’s face it, turning the big 3-0 is pretty much the end of youth, but there is no other TV network as synonymous with youth culture as MTV. It’s an institution that has remained relevant to fickle teens and college students for three decades. I can’t think of another that has, year in and year out, maintained that position…except maybe jeans and t-shirts.

MTV has always pushed the boundaries of what is acceptable, sometimes failing, but often spawning major trends: animation for 20-somethings (Liquid Television was a precursor to Adult Swim), reality TV (‘nuf said), news for young people (even Jon Stewart rose to fame on the network)...the list goes on and on.

There are those who lament that the network isn’t what it was 30 years ago, but, frankly, it shouldn’t be what it was then because young people today aren’t the same as young people decades ago. The changing media landscape forced MTV to “evolve and figure out” its new role.

That means, in part, that MTV doesn’t show many music videos any more (though its sister networks do) because times have changed. There are more than enough ways for people to find music videos, as Kurt Loder points out, and MTV specializes in giving viewers what they can’t get anywhere else.

These days, that includes a mix of reality programming and a revival of some old hits. For the nostalgic viewers, the network is bringing back “Beavis and Butthead,” which has the potential to be just as relevant today as it was back in the 90s because the show comes with a new twist. Instead of commenting on videos, the pair makes fun of everything on the network, from music to reality shows. Their sardonic wit is a perfect…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies