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…

 
 

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The Newsfeed

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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