MTV's Global Reach Gets Ever Longer: Forever-Young Channel Speaks to a Generation

By Harper, Jennifer | The Washington Times (Washington, DC), March 7, 1997 | Go to article overview

MTV's Global Reach Gets Ever Longer: Forever-Young Channel Speaks to a Generation


Harper, Jennifer, The Washington Times (Washington, DC)


MTV Mandarin? The global village has become hip, indeed.

MTV is now seen in 79 countries, all day, every day. The total audience is headed toward 300 million, composed of those who want a frenetic fix of music videos, cartoons, old TV shows and cheeky chat.

The young and restless are the target audience. And they've gotten a bum rap as far as MTV Chairman Tom Freston can tell. Earlier this week, he braved the hauteur of Washington journalism with a speech extolling the virtues of Generation X - also known, he said, as the baby busters, the twentynothings and the echo boom.

"There are just too many negative misconceptions about them," Mr. Freston added by phone from New York. "We want to tell who they are, and back it up with our own research."

But he's knows that one day, even the Gen-Xers will age. MTV, in contrast, will remain forever young.

"To grow older with our audience would be a mistake," he said.

To stay vibrant, not to mention profitable, MTV will tailor its programming to the "energy of pop culture and youth," wherever that may be.

Defining that culture is a never-ending quest. MTV, which went on the air in 1981, has raised the market study to a fine art, gleaning information about its viewers from continual polls and focus groups.

"We hang out with them, listen to their CDs, look in their closets," Mr. Freston said. "It's about getting into their heads. We live or die by their loyalty."

That loyalty now comes in many flavors and age groups.

The basic MTV network has branched off into nine international channels - including MTV Mandarin, MTV Australia and MTV India. Nickelodeon, geared to children up to 11, has five international channels, not to mention two separate channels featuring old TV reruns and "retromercials" - old commercials.

For relics over 25 there's VH1, which throws in oldie-but-goodie videos from the network's early days.

The just-launched M2 channel should cover everybody else. This "free-form music format" includes a wide swath of pop acts - no classic, gospel or country, though - and interactive programming.

MTV, in turn, says it's loyal to its audience. Mr. Freston described every conceivable trait of the MTV viewer. They are anything, he said, "but a bunch of slackers. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

MTV's Global Reach Gets Ever Longer: Forever-Young Channel Speaks to a Generation
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.