For the first time in a long time I watched MTV, with the war going on, some of their commercial spots are pretty interesting. I think MTV plays a pretty important role in covering the war from a perspective that resonates well with the "MTV generation".

Intresting you say that ... I have found myself watching a bit of that recently, as well. Yes, I agree, it really does play a role -and it's not the same role it did back when I was in high school either. *My* MTV Generation is very different from the MTV Generation that is coming up now, I think. MTV has really matured.

Back then, it meant only music videos. Now, it feels like it means "music culture" - and with that comes a political perspective, an awareness, a direction. It feels a lot smarter, better educated. Maybe that's because the network has seaped into our media consciousness in such a way that the new MTV Generation is more media savvy - I still remember when my family didn't have cable because we really didn't need it. I doubt that's the case anymore.

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MTV has definitely evolved in its programming. Unfortunately, I would say that it has lost its value from a musical perspective. When MTV first came on the air, it was the place to see the latest bands and hear the latest music.

What is has evolved into over time is just another marketing vehicle for bands and movies targeted towards teens. The music, (when there is any playing), is very narrowly focused. Even VH1 has gone this route. I used to like to tune in and see what was new, now I can hardly ever find a time when a mix of music is playing.
But I digress.

I think MTV really came into its own when Bill Clinton used it to reach younger voters. That gave it a shot of credibility and attracted a number of people who otherwise might never have given it a second thought. It also prompted changes in programming and positioning for the network.

MTV owns VH1 and TNN. MTV is in turn owned by Viacom. MTV is no longer about music and hasn;t been for quite some time. The MTV generation is hard to define since MTV is now marketing themselves to different people...it has chosen to stick with the teenage bracket as opposed to following a certain generation. I haven't watched for a long time but I certainly was influenced by it. I was in high school and watched Bill speak on MTV. I also remember late night Speed Racer and Beavis. Real Worlds when they were new. they had very little music even then. Of course the 1980's MTV was quite different. But MTV's politics like its culture is all flash and no substance...I no longer subscribe.

I actually watch MTV a lot (i'm a loser) but recently one of those news blips (10 to the hour) was talking about the FDA banning the OTC morning after pill because Pfizer (I think) couldn't prove that it wouldn't get in the hands of uneducated 16 year olds. Well they went on a very biased tirade about how inappropriate the FDA was on this subject and so on. Anyway - it was so biased, I was actually surprised. It included Gideon Yago rolling his eyes !

Ok - whatever your opinion on it is, why is MTV sharing theirs? Why not just report the news and leave out the commentary?

Looks like it's also a marketing vehicle for the morning after pill.

MTV has always been about marketing and commentary - it's rarely been about the news, or anything else too serious.

I think it gets in trouble when it starts to take itself seriously. For years, they left that to VH1 with their faux documentaries, etc.

For the music, you gotta go to MTV2 and beyond.

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I'm all for their opinion on what shoes the kids should be wearing and what CDs are hot and which are not but the freaking morning after pill?
:shock:
Syd

Even MTV2 is starting to load up on shows.

I wish Viacom would create another digital music channel...like VH1 Classic or MTV Español, only rock-oriented.

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