Chris Gohlke
08-31-2006, 02:00 PM
<div class='os_post_top_link'><a href='http://news.com.com/MTV--will+digital+kill+the+video+star/2100-1027_3-6109988.html' target='_blank'>http://news.com.com/MTV--will+digital+kill+the+video+star/2100-1027_3-6109988.html</a><br /><br /></div><i>"Twenty-five years after it aired its first music video, MTV is no longer the upstart challenger to the big media status quo. MTV programming, which first aired in August 1981, now appears in some 442 million households in 167 territories worldwide, including 88 million households in the United States, according to MTV Networks. The cable phenomenon is itself a media giant, now targeted by digital-age challengers. Internet destinations like MySpace.com, YouTube and even Yahoo vie for a piece of MTV's once-defining content--music videos--and compete to become the top purveyor of cool, youth-driven pop culture upon which MTV built its empire. Like the other mature media giants, MTV's greatest challenge is to determine exactly what it needs to be in this new media era."</i><br /><br /><img src="http://www.digitalmediathoughts.com/images/0807_mtvmoon.jpg" /> <br /><br />If you remember the above logo, like me you are probably no longer part of the MTV core demographic. MTV hit the reality show trend a good decade before the big networks with shows such as the Real World and Road Rules in the early 90's. Now they are looking for what is the next way to interact with their audience. This time though, there is more competition and they are no longer the upstart. Take a look at the full article for some of what they have in mind.