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Thesis
The evolution of MTV: from music to reality programming
Master of Science (M.S.), Drexel University
Mar 2014
DOI:
https://doi.org/10.17918/etd-4520
Abstract
MTV revolutionized the world of music and television in the 80s and 90s, but the network had to shift its focus to reality programming in order to thrive in a highly competitive business. MTV successfully rebranded itself and gained ground among younger demographics with a variety of reality programs. The competition from both broadcast and cable channels has become heightened and 2013 was an extremely challenging year for MTV. The network had to conclude its most-watched series ever, Jersey Shore, after the show's fourth and fifth seasons started showing signs of fatigue. The purpose of the thesis is to provide a brief discussion of the cable TV industry's current competitive landscape, a thorough analysis of MTV's current programming strategy, and recommendations for the network's programming strategy going forward. In order to gain the in-depth knowledge required for the thesis, a qualitative research methodology was utilized with comparisons of MTV and several other competitors' schedules and ratings, and a thorough analysis of MTV's current programming strategy. Although MTV has not launched enough hits after the conclusion of Jersey Shore, 2013 Nielsen ratings reports indicate that MTV is still one of the dominating cable networks among younger demographics, especially within the female 15-24 group. In order to offset the loss of Jersey Shore and continue to dominate the millennial generation, the network needs to not only strengthen its primetime programming but also increase primetime hours, which will help improve ratings across the schedule. MTV also needs to invest more in movie acquisitions, which will help bolster ratings for its weekend and holiday schedules.
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Details
- Title
- The evolution of MTV
- Creators
- Minting Zhao - DU
- Contributors
- Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4520; 991014632312004721