Essay on MTV: Music, Controversy, and a Legacy of Youth Networking.

Introduction

MTV (Music Television International) was officially launched in 2016, August. Initially, it used to air videos of music under the guidance of video of jockeys, who were then television personalities. From the time it was initiated, more focus was given on music that targeted young adults and teenagers. However, over the years, the programming of the network has been regarded as a controversial subject. From the time it began, MTV has been able to spawn a lot of other related systems in the United States and other networks worldwide. Some of the channels have chosen to be self-governing.

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Notably, from the 1960s, there had been concepts of setting up video-based television programming. Music videos had been used as a form of record promotion. Also, some writers like William Mason had generated the Idea of music videos on television programs and presented it to CBS. As a result, jockeys would play various art pieces that had been set to inform of music. However, with time disqualified the William ideology although William continued to premier his very own composition of music and incorporated it in the comedy hour of Smother's Brothers since he played the role of head writer. By 1971 different programs of music began to originate outside the United States. Such programs included Pops top of United Kingdom and Countdown of Australia, where music videos were performed.

Initially, Pittman Robert did the programming of MTV. He used the television station based in New York to host a show that lasted for 15 minutes. As per 1981, MTN had launched a slogan to support its music video show. The Buggles was the very first music video to play on MTV. During that time, the programming of the company entailed displaying essential videos of music which record companies provided for free. Due to the role which MTV played in terms of promoting music, record companies began to focus their creativity in generating outstanding videos. Various individuals assisted the existence of MTV, and these personnel's included; Jackson, Madonna, Duran, and Michael. They offered their support because their videos are doing quite well. By the end of the 1980s, MTV began to attract the focus of young adults and adolescents through airing programs that did not have videos.

Thus, MTV was well-positioned to continue presenting various shows. The first highly-rated series under the help of MTV was Real World series followed by Osbournes, The hills, among others. Additionally, the television broadcasted other different programs like games, documentaries, and news as well as on issues that affected the public like practicing safe sex and the right to vote. Apart from MTV based in America, other media companies were developed internationally. The expansion was facilitated by MTV choosing to partner with foreign companies instead of opting to expand directly. This led to the realization of MTV Japan, MTV Europe, MTV interactional, and MTV Australia. In some nations, MTV broadcasting was done for 24 hours, but in some, the programming was for a specified period.

Currently, MTV has many networks. The networks include home entertainment pictures, BET networks, and movie studios. MTV has provided cable channels as a way of enhancing digital media and pay-tv channels. As a result, MTV has been able to cooperate with media companies internationally via different channels of communication. For example, the MTV cable television network based in America has been able to spawn various sister channels internationally, and in the US from the time it was first launched in 1981. Recently, MTV can broadcast in over 162 countries through sixty-two channels of MTV. Despite the challenges MTV is facing in an attempt to mature its brand through as a way of achieving its business strategy, it must find innovative plans that will support its expansion in new markets.

1.2 Operations of MTV international

MTV international operations are well-strategized to meet the needs of the audience. Its activities include the use of user-generated content and promoting upcoming artists from different regions. It has succeeded in offering services to over 160 countries and establishing an audience of about 785 million households (Dishman). The strength that lies behind the use of user-generated content is that it requires broadcasting using different languages. The audience has much freedom as they can send their Instagram photos and other social media sites for a potential inclusion online or on broadcasts. Another strategy that MTV has included in its operations is establishing a creative team, which is responsible for coming up with techniques to make the audience to participate more in creating content (Dishman). Moreover, MTV international has a tech team that works in collaboration with B-Reel Creative to come up with designs of entirely new designs that improve the experience of the users as they accept and generate content. The approach has helped MTV to encourage the audience to take part in the shows and making the demanded material. Acceptance of MTV international by users has succeeded due to the creativity that has been shown by the various groups. For example, it easy for a user to tag photos and videos, a process simple enough to make their content to get featured on air. MTV clears the needs of the users and provides the right feature that can get them attracted to MTV (Dishman). Its operations are characterized by the fact that the audience will find it entertaining to be allowed to co-create content that will be broadcasted.

MTV international uses groundbreaking visual style, innovative documentaries, breakthrough music events, and unique programming (Rosai 558). It has succeeded in organizing a global audience, which is the backbone in the entertainment industry. On the other hand, MTV international is making use of a comprehensive strategy. The fruits that came out from the approach is by the company enjoying competitive advantage superior profitability as it provides the services to different market structures. For a case where some of the market segments are not performing well due to keen competition from local TVs providing the same content. The company has a quest to take control of music all over the world. When it was started, the first program was presenting an endless stream of music videos that featured rock songs and current pop.

1.3 Challenges faced by MTV (discrepancies between different countries)

Among the challenges MTV had faced include when it was launching MTV Arabia due to the prevalent culture in the Arab World. There is no "one" Arab culture, but it is made of people with different cultures and falling in diverse groups. It is worth noting that each of the Arab countries has its cultural perspective. This being the case, it is right to say that there exist many differences among the Arabs (Pasonen). Even though one thing worth noting is on the concept of family being center of all the Arab world, where the father of the family is overall. Arabs honor is among the things that made it hard for MTV to provide its services in the Arab world. The production of the controversial content has affected MTV greatly. The MTV programs had controversies regarding subjects such as alcohol usage, sexuality, religious criticism, as well as the political criticism (Pasonen). To survive, MTV has embarked on the western hemisphere, the content they use is ordinary youngsters, and it makes sense to provide content that meets their daily entertainment needs. Besides, MTV has used the strategy of thinking globally and act locally to reduce the effect of the challenge. The language translation challenge is putting the company at risk of losing its services.

Although MTV has a significant market worldwide in terms of television channel music, it has faced many challenges due to the introduction of its services in other nations such as Arab countries. The existence of music channels in televisions has raised discrepancies between various countries. For instance, countries in the Middle East are very much concerned about conserving their culture, and MTV would be one of the significant threat towards the nations passing on their cultural practices to the upcoming generations. Hence, such societies are so much concerned about MTV networks partnering with the local companies as a way of being accepted by local viewers. It is evident that MTV mainly targets young adults between 12 up to 25 years. As a way of trying to keep off the existing resistance, MTV decided to adopt a nation's culture and conservative styles. However, they still focused on the MTV global goals meaning it was impossible to adhere to the locals' practices.

MTV international also faced a challenge after its establishment failed in India. The management of MTV in the year 1999 decided to get into the Indian market by introducing youths to know the genre of music. Unlike other communities in the different parts of the world, The Indian community is characterized by people mainly consuming local music, movies, and embracing the Bollywood culture. The mistake that the MTV executives did was ignoring the taste of the Indian people, an action, which created a problem as the Indian people, did not buy their Idea. The MTV officials had failed to carry intensive research on the extent of Indian content had on the youths in the region. After introducing the new genre, it did not go well as planned as the company decided to alter the format as money was being lost from the advertisers; people were not for the new genre that was being introduced to them.

To overcome the challenge that already started to show negative results from the operations, the MTV India was relaunched less than a year with a strategy of getting more viewers by embracing the colorful style and tones of the Hollywood cultures. The idea worked, and the viewing audience was increased tremendously, and MTV made use of the opportunity to include part of the Indian youth culture. The good thing with MTV is that it has learned to prepare for new markets as such markets require unique approaches. To conquer new markets effectively, MTV international collaboration with other established television networks to make it entry into new markets easy and effective. For example, MTV was able to enter the Philippine market as it partnered with NBC networks by launching a 24-hour terrestrial service. The collaboration with NBC was worth taking as NBC knew the Philippine market, and would help in getting viewers for its content. On the other hand, NBC was getting a benefit that MTV international was a global brand and made use of youth marketers and being the leader of the music channel in Asia as a whole.

2.1 Varying views on censorship

MTV operations in America as the US allows for the media market to be driven commercially. This is not the case with other countries as they control media distribution. For a relatively long period, there has been debate concerning MTV international censorship. The public has categorized some videos and songs as unsuitable for consumption. The authorities have taken a step of censoring the inappropriate content. Among the items that have been edited is include the Jackass ruled the debate of MTV international censorship in the 2000s. The show was top-rated as it attracted viewers, mainly the young population, who went to try stunts in real-life situations, creating problems for them. The show used made use of the commercial breaks to send a message to the viewers not to try the stunts. The show made many people to be injured as a result. The controversy forced MTN international to change its programming and aired the show after 10.pm. On the other hand, due to continued debates on censorship, MTV frequently edited videos music video to...