Monopoly Television: MTV's Quest to Control the Music

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Westview Press, 1996 - Language Arts & Disciplines - 291 pages
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In August 1981, Music Television -- now popularly known as MTV -- was launched. Within a matter of years it revitalized a struggling record industry; made the careers of leading pop stars like Madonna, Boy George, Cyndi Lauper, and Duran Duran; infiltrated traditional network television and the movie industry; revolutionized the advertising industry; and stimulated purchases in several markets, most notably fashion apparel. The reach of MTV has proven long and profitable. In this book, Jack Banks examines the historical development of music video as a commodity and analyzes the existing structures within which music video is produced, distributed and exhibited on its premiere music channel, MTV.

Who controls MTV? What part do record companies play in the financing and production of music video? How do the power brokers in the business affect the ideological content of music video? Given the tight sphere of influence within the music industry, what are the future trends for music video and for artistic freedom of expression? Banks tackles these questions in an intelligent, lively and sophisticated investigation into one of the most influential media enterprises of our society.

  

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Contents

PART
21
J The Growth of Other Video Music Program Services
47
A History of MTVs Anticompetitive Practices
63
MTV and the Globalization of Popular Culture
89
MTVs Corporate Intrigue and Sagging Ratings
117
PART
135
Video Clip Producers and Directors
155
MTV as Gatekeeper and Censor
175
MTV Music Video and Creative Expression
195
Notes
207
References
237
About the Book and Author
271
Copyright

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Page 192 - ... interactive computer service to display in a manner available to a person under 18 years of age, any comment, request, suggestion, proposal, image, or other communication that, in context, depicts or describes, in terms patently offensive as measured by contemporary community standards, sexual or excretory activities or organs...
Page 11 - Modern bourgeois society with its relations of production, of exchange, and of property, a society that has conjured up such gigantic means of production and of exchange is like the sorcerer, who is no longer able to control the powers of the nether world whom he has called up by his spells.
Page 119 - Garden, which includes the famed arena, the New York Knicks basketball team, and the New York Rangers hockey team, as well as the broadcast rights for the teams.
Page 5 - MTV, more than any other television, may be said to be about consumption. It evokes a kind of hypnotic trance in which the spectator is suspended in a state of unsatisfied desire but forever under the illusion of imminent satisfaction through some kind of purchase.
Page 57 - Forbes magazine as one of the "Best Small Companies in America." From 1976 to 1979, Johnson served as vice president of Government Relations for the National Cable Television Association (NCTA), a trade association representing more than 1,500 cable television companies. Prior to joining the NCTA, Johnson was press secretary for the Honorable Walter E. Fauntroy, Congressional Delegate from the District of Columbia. Johnson previously held positions at the Washington Urban League and...
Page 104 - We want to be the global rock 'n' roll village where we can talk to the youth worldwide.
Page 75 - This was followed almost immediately by favorable rulings by the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC) to restrict advertising of cigarettes.
Page 105 - MTV's economic interests. MTV wants to provide a program service that will attract the world's youth in order to assemble a receptive, pliable worldwide audience that can be sold to transnational advertisers seeking to reach this demographic audience on a global basis. A program service successfully targeting youth throughout the world would be much sought after by advertisers seeking to expand their share of the world market for specific consumer goods of interest to youth including jeans, designer...

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About the author (1996)

Jack Banks is assistant professor of communication at the University of Hartford.

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