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PDFOpen Access (License Unspecified), Open Access
Thesis
The evolution of MTV music programs an analysis of the MTV artists program
Master of Science (M.S.), Drexel University
01 Aug 2014
DOI:
https://doi.org/10.17918/etd-6172
Abstract
The purpose of the study was to explore the evolution of MTV music programs by analyzing the MTV Artists program. Launched in 1981, MTV originally got its fame from its music videos and music shows. But in order to keep engaging its viewers, it has shifted from a pure music channel to a channel dedicated to pop culture. Its music programs moved from television to a digital platform gradually. The MTV Artists program launched in 2012 was the new digital music initiative of MTV. The researcher used content analysis to understand the background of the MTV Artists program. A survey was conducted to measure the influence of the program on MTV's brand image and viewership.
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Details
- Title
- The evolution of MTV music programs an analysis of the MTV artists program
- Creators
- Huiming Zhang - 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
- 6172; 991014632228404721