We’ve all seen the writing on the wall for some time now – MTV is not really a TV station dedicated to music anymore – and it hasn’t been for quite some time. Last week – they made it official, with a very deliberate change in their iconic logo and tagline. For the first time in 30 years, you won’t see the tagline ‘Music Television’ as part of their logo – on air, online, or in print. It’s not surprising really – we’ve seen the media leader change from the attitude of ‘Video Killed the Radio Star’ to ‘Reality Bites’. Gone are the video mega-hits like Thriller or Vogue. In their place? Jersey Shore & 16 and Pregnant. As a product of the 80′s and 90′s and countless hours spent singing along to my favorite artists as they told a musical story through the magic of video I must admit, I’m disappointed. MTV – I’d hoped for better from you…what I get is a dose of reality…TV, that is.
In a move to stem their flagging viewership, MTV has ‘gone social‘. The Alex Chung Show, slotted in the highly important after school slot will be the Total Request Live of the social networking generation – going so far as to allow users to interact directly with programming in real time by uploading their favorite videos, including their own creations, that might be slotted in for air time on the show. Appealing? Maybe. Then again – maybe they should remember what they started in the early 80s and actually play some videos. Will Social Media Kill the Radio Star?