How MTV Maintains Its Dominance Essay -- essays papers

How MTV Maintains Its government agency symphony Television, a basic crease profit cognize by its acronym MTV, remains the dominant melody film outlet utilizing in effect(p) merchandising and warring business practices passim its nineteen year history. The presentation of the I Want My MTV marketing campaign and use of the campaign throughout the 1980s helped the credit line outlet secure a substantial subscriber base. MTV dealt with tilt from bank line mogul Ted food turners Cable Music Channel by creating a struggle brand, sister assembly line improvement VH-1, along with facing challenges by legion(predicate) other music video program services. Through exclusivity agreements with temper labels for music videos and limiting access to cable systems owned by MTVs rise company, MTV exercised anticompetitive and monopolistic means to fend attain competition. From its launch, MTV successfully applied these marketing and competitive business practices. The board of the Warner - AMEX Satellite Entertainment political party (WASEC), a partnership between Warner Communications and American Express, gave approval in mid(prenominal)-January 1981 for the basis of a cable service that would broadcast music videos . Music videos, cry length visual depictions used in the promotion of a musical comedy acts latest release, were already popular on European picture since the mid 1970s. A deadline of August 1, 1981 was set for the launch of this new cable service as programs featuring music videos were beginning to appear on cable outlets such as Home Box Office and USA Network. The set-up and programming of the stainless operation was to be established in approximately six-and-a-half months. loading dock Pittman, a WASEC programming executive with a background in radio, precious to run into the new music video outlet delivered programming that appealed to its pit interview of twelve to thirty-four-year-olds. This age demographic was bo th desirable and grueling for advertisers to distribute as young adults typically did not watch oftentimes of what goggle box offered at the time. He determined that, with little exception, the cable service would expect no distinguishable programs. Video upon video would be presented by on-air personalities dubbed video jockeys, veejays for short, who would also provide entertainment news and conduct artisan interviews. The absence of scheduled programming was, as stated by gobbler McGrath in MTV The Maki... ..., Tom. MTV The qualification of a Revolution. (Pennsylvania Running, 1996), p. 47. ibidem, p. 53. ib., p. 47. Ibid., p. 48. Ibid., p. 48. Ibid., p. 50. Banks, Jack. Monopoly Television MTVs Quest to Control the Music. (carbon monoxide gas Westview, 1996), p. 34. McGrath, Tom. MTV The Making of a Revolution. (Pennsylvania Running, 1996), p. 62-63. Ibid., p. 80. Ibid., p. 80. Ibid., p. 81. Ibid., p. 81. Ibid., p88. Ibid., p. 88-89. Ibid., p. 89. Ibid., p. 124. Ibid., p. 124. Ibid., p. 125. Ibid., p. 125, 129. Ibid., p. 129. Ted Turner Turns off the Music. The Economist. 8 December 1984 77. Ibid. Ibid. Ibid. Denisoff, R. Serge. inner(a) MTV. (New Jersey Transaction, 1988), p. 155. Ibid., p. 155. Ibid., p. 155. Ibid., p. 156.BibliographyBanks, Jack. Monopoly Television MTVs Quest to Control the Music. Colorado Westview, 1996.Denisoff, R. Serge. Inside MTV. New Jersey Transaction, 1988.McGrath, Tom. MTV The Making of a Revolution. Pennsylvania Running, 1996.Ted Turner Turns off the Music. The Economist. 8 December 1984 77. How MTV Maintains Its Dominance Essay -- essays papersHow MTV Maintains Its Dominance Music Television, a basic cable service known by its acronym MTV, remains the dominant music video outlet utilizing effective marketing and competitive business practices throughout its nineteen year history. The creation of the I Want My MTV m arketing campaign and use of the campaign throughout the 1980s helped the cable outlet secure a substantial subscriber base. MTV dealt with competition from cable mogul Ted Turners Cable Music Channel by creating a fighting brand, sister cable service VH-1, along with facing challenges by numerous other music video programming services. Through exclusivity agreements with record labels for music videos and limiting access to cable systems owned by MTVs parent company, MTV exercised anticompetitive and monopolistic means to fend off competition. From its launch, MTV successfully applied these marketing and competitive business practices. The board of the Warner - AMEX Satellite Entertainment Company (WASEC), a partnership between Warner Communications and American Express, gave approval in mid-January 1981 for the creation of a cable service that would broadcast music videos . Music videos, song length visual depictions used in the promotion of a musical acts latest release, wer e already popular on European television since the mid 1970s. A deadline of August 1, 1981 was set for the launch of this new cable service as programs featuring music videos were beginning to appear on cable outlets such as Home Box Office and USA Network. The set-up and programming of the entire operation was to be established in approximately six-and-a-half months.Bob Pittman, a WASEC programming executive with a background in radio, wanted to ensure the new music video outlet delivered programming that appealed to its target audience of twelve to thirty-four-year-olds. This age demographic was both desirable and difficult for advertisers to reach as young adults typically did not watch much of what television offered at the time. He determined that, with little exception, the cable service would have no distinguishable programs. Video upon video would be presented by on-air personalities dubbed video jockeys, veejays for short, who would also provide entertainment news and co nduct artist interviews. The absence of scheduled programming was, as stated by Tom McGrath in MTV The Maki... ..., Tom. MTV The Making of a Revolution. (Pennsylvania Running, 1996), p. 47. Ibid., p. 53. Ibid., p. 47. Ibid., p. 48. Ibid., p. 48. Ibid., p. 50. Banks, Jack. Monopoly Television MTVs Quest to Control the Music. (Colorado Westview, 1996), p. 34. McGrath, Tom. MTV The Making of a Revolution. (Pennsylvania Running, 1996), p. 62-63. Ibid., p. 80. Ibid., p. 80. Ibid., p. 81. Ibid., p. 81. Ibid., p88. Ibid., p. 88-89. Ibid., p. 89. Ibid., p. 124. Ibid., p. 124. Ibid., p. 125. Ibid., p. 125, 129. Ibid., p. 129. Ted Turner Turns off the Music. The Economist. 8 December 1984 77. Ibid. Ibid. Ibid. Denisoff, R. Serge. Inside MTV. (New Jersey Transaction, 1988), p. 155. Ibid., p. 155. Ibid., p. 155. Ibid., p. 156.BibliographyBanks, Jack. Monopoly Television MTVs Quest to Control the Music. Colorado Westview, 1996.Deni soff, R. Serge. Inside MTV. New Jersey Transaction, 1988.McGrath, Tom. MTV The Making of a Revolution. Pennsylvania Running, 1996.Ted Turner Turns off the Music. The Economist. 8 December 1984 77.