What the Hell is MTV?

In the February 20th Issue of Business Week the cover
story revolved around Judy McGrath (MTV's CEO).
McGrath was quoted as saying "MTV can no longer
afford to pass up opportunities like myspace."
As it turns out Murdoch stole the internet social
net working site for a whooping $540 million
bucks. The truth is Murdoch hasn't done anything
special with myspace except for selling ad space.

Those at MTV have been priding themselves on being
inside the heads of their viewers. I think that is
total BS, much like the music they play now (or rather
lack there of). Not only is their line-up missing the
beat but they are running God awful programming. Enough
with this reality tv stuff. We have seen it all! Really.
McGrath seems to think she still has her fingers on the
pulse of current pop culture, but she is really off.
If MTV wants to stay on the mark I think they are missing
their target audience. I myself grew up on 80's music like
The Smiths, Psychedelic Furs, Bruce Springsteen, Billy
Joel, Air Supply, Breathe and Billy Idol, to name a few.
New music just doesn't bring it. Trance, Techno and formerly
Trip Hop are the new sounds to listen for. I find myself
listening to a lot of Indie Bands these days because that is
what speaks to me. A lot of my friends agree, this cotton
candy pop crap has past it's expiration. Pop is made by
anorexic 12 year olds, in revealing clothing and way too
much make-up mixed with synthesizers. Sorry but it's a little
hard for me to get into some girl who is half my age whining
over her boyfriend hanging out at some other chick's locker!

Get with the new groove and play some damn music instead of
these horrible shows or bring back the classics and play
to the VH1 audience (ya know the people who don't want to
listen to K-Fed). I have a feeling that myspace-ers wouldn't
respond to the MTV brand anyway. Not as is. People don't even
listen to the radio anymore. We are advertised to death.
The focus is on brands and labels, not music. I kid you not
it's like watching soft-core porn to horrible music.
That reminds me. After watching these videos is it really a
wonder that we are having such an issue with sexual predators
seeking out children????? Myspace is a good source for the
new beats, and MTV is a machine. They are so corporate,
that I'm not even sure it could be saved by filtering out that crap.

I guess what I'm trying to say is figure out your goal MTV.
Are you about money and ratings or about loyalty and brand?
If you are out to make money you won't last, because you don't
care about your viewers and frankly you are just looking for
the bling. If you are about loyalty and brand, I suggest
looking at vintage MTV like the Headbanger's Ball. Those
programs were about the music, and they weren't conventional;
they almost mocked mainstream. MTV is just another corporation
with funkier clothing crazy hair. Maybe it's time to try an entirely
different approach. Maybe something more political, and more
John Stewart/Bill Mahr-esq.

What it comes down to, is that people are ready for
something new. In music, as in fashion and media, sometimes that
means repeating history(in a funked up way of course).
If you play it they will come.