Gone are the days when watching MTV meant grooving to non-stop chartbuster songs. That pure play of music is nowhere to be heard since channels such as MTV and Channel V have begun broadcasting other programmes that are not so musical! With the new slew of TV shows catering to the young adult audience, people tend to tune in to MTV for the latest episode of Roadies or to catch a sight of wannabe models attacking each other to become India’s Next Top Model. So what’s up with MTV anyway?
Unlike Channel V or Bindass that introduced youth entertainment programs into their mix of music shows, MTV sought to create its own niche. They introduced programs in every youth attracting genre – reality, fiction, entertainment, adventure – and seriously upped the oomph quotient everywhere.
In this era of digitisation, viewers have a huge array of options to choose from, and usually end up at those which offer them the most relatable content. Trying to be in the race for becoming top rated overall, it’s a true fact that MTV has lost its bling as a music channel. Like the well-known saying – “You cannot do two different things at a same time” when it tried to introduce content for the fantasizing youth population, such as Dil Dosti Dance or BFFs, the music got compromised. Though these shows attracted a huge audience for the channel, it seemed to make them think what they’re creating is all they need, to be on top. Trying to get more (in short, greed) they saturated their non-musical content and lost the second half of the match too.
Trying to win the lost battle of music, MTV launched various shows such as MTV sound trippin and Coke Studio (which I should say was their best foot forward) but after their repeated attempts at damage control, the audience have only one thing to say – Man! You gotta get you zing and music back!
https://www.youtube.com/watch?v=ooSKECWlKCI Must watch why MTV is dead!
