"Bursting onto your screens in glorious technicolour, the arrival of Music Television (MTV) was a vivid blast of loud, animated pop culture - all music, all the time, 24 hours a day, seven days a week. Launching in 1981, MTV became a mainstay in several generations' lives. But times change, as do trends and eventually, MTV was not really about the music anymore."
"With eyebrow-raising reality TV dominating the schedule and the emergence of social media and streaming, the original purpose of MTV got lost in the digital shuffle. And it may well be lost forever, with the news that more channels under the iconic entertainment umbrella are set to shut down by the end of the year. So, is MTV truly dead?"
MTV launched in 1981 as a 24-hour music-video channel that transformed pop culture and became a staple for multiple generations. Over time its programming shifted from a primary focus on music videos to predominantly reality television, diminishing music content. The rise of social media and streaming platforms further fragmented audiences and weakened MTV's cultural centrality. Announcements of additional channel closures under the same entertainment umbrella indicate continued contraction. The channel's trajectory illustrates broader shifts in media consumption from dedicated broadcast formats to diversified, on-demand digital ecosystems.
Read at Irish Independent
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