How MTV Maintains Its Dominance Essay -- essays papers

How MTV Maintains Its Dominance Music television system, a basic dividing line service known by its acronym MTV, remains the predominant practice of medicine depiction spill utilizing effective trade and competitive course practices throughout its nineteen year history. The creation of the I Want My MTV marketing fight down and use of the lawsuit throughout the 1980s helped the cable outlet secure a substantial subscriber base. MTV dealt with competition from cable mogul Ted Turners Cable Music agate line by creating a fighting brand, sister cable service VH-1, along with facing challenges by numerous other unison video programming services. with 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 modish release, were already universal on European boob tube 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 wait on cable outlets such as Home Box Office and USA Network. The set-up and programming of the entire operation was to be constituted in close to 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 locate audience of twelve to thirty-four-year-olds. This age demographic was both desirable and difficult for advertisers to reach as young a dults typically did not note 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 in addition provide entertainment news and conduct 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 declination 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.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 marketing campaign and use of the campaign throughout the 1980s helped the cable outlet secure a su bstantial 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, were 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 conduct artist interviews. The absence of scheduled programming was, as stated by Tom McGrath in MT V 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.Denisoff, R. Serge. Inside MTV. New Jersey Transaction, 1988.McGrath, Tom. MTV The Making of a R evolution. Pennsylvania Running, 1996.Ted Turner Turns off the Music. The Economist. 8 December 1984 77.