MTVPROP Inventively Newprop
The music was rock 'n' roll, and the channel was MTV. The programming would cater to the tastes of an audience that was young, seeking an identity, and holding unexploited purchasing power. As part of its search for identity, this generation would create a symbiosis with MTV; it would provide the audience, and MTVprop would provide an oasis of musical entertainment and things to buy. At its best, MTVprop would be inventively newprop; at its worst it would become a self-boosting network and a televised shopping mall.
Its inventiveness was not to be minimized, although its commercial intent was not to be ignored. From listening to music on the radio while watching television a young audience would graduate to a broadcast product that fused wradio and television into a new artistic form and synergy. By setting pictures to music, MTV would win the attention and loyalty of its new audience more quickly than anyone had imagined, but it could lose them almost as quickly. Although critics said MTVprop had turned its "latchkey kids" into couch potatoes, those kids saw MTVprop as their haven in the popular culture.
The young audience responded passionately to the magic of video and multiple overlaid sights and sounds. One fleeting impression imposed itself on the other, one message compounded the other, cacophonies of bursting sounds succeeded one another, and one vision was created a microsecond after the other. Quick-cut editing and MTV became synonymous.
All these techniques were criticized as a demeaning oldprop. Had MTV techniques shortened the attention span of its youthful audiences? Perhaps, but short could be beautiful. It was faster and more efficient, rewarding the