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MTV - Gatekeeper for the music industry? (Paperback)
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MTV - Gatekeeper for the music industry? (Paperback)
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Scholarly Paper aus dem Jahr 1999 im Fachbereich Medien /
Kommunikation - Film und Fernsehen, einseitig bedruckt, Note: 1-
(A-), Veranstaltung: Cable Communications, 31 Eintragungen im
Literaturverzeichnis, Sprache: Englisch, Abstract: MTV - an "all
encompassing mediator of popular culture" (Goodwin, 1992) or as the
Washington Post once put it "perhaps the most influential single
cultural product of the eighties]" (McGrath 1996, p. 8). A
trademark that has become a synonym for modern television, fast
moving pictures and even a certain lifestyle. 'MTV generation',
'MTV-like', 'I want my MTV' etc. But MTV is more than entertainment
for teenagers and music with colorful pictures around it - It is
not only the world's fastest growing network but also a powerful
gatekeeper. It influenced traditional cable television and
revolutionized the advertising industry. Whoever makes it onto the
playlist of the network can expect his CD sales to skyrocket and
his concerts to be sold out. With thousands of bands releasing
hundreds of records each year, of course some kind of selection
process has to take place. But who makes these decisions? What role
does the record industry play? What are the criteria for a
successful (and suitable) video that airs on MTV? Is MTV making its
own rules or are there also pressures on the network from the
outside? This paper tries to find some answers to these and other
questions about the exciting and influential cable network. Its
role as an powerful gatekeeper for the multi-million music industry
will be examined as well as its strong influence on the content of
songs and video clips. Many has been written about MTV, so finding
appropriate literature wasn't really a problem, although not all of
it was always up-to-date. Unfortunately I wasn't able to get in
contact with some MTV executives. In the last chapter, however, an
interview with radio veteran Dave Robbins from CBS Columbus can be
found, who has some interesting views on the cable net
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