Bizz

Since ever its birth, MTV has always tried to strength and “reinvent” its own image as in a sedimentation process. Far from not having challenges, MTV has made its “revolutionary youth pop irreverence” its strength. These four key word are the constants which have characterized MTV since 1981. Other than marking a seminal step in the history of music and television, MTV has always strived to co-evolve with its viewers’ taste. This evolution has been dialectical and goes beyond a merely adaptation to a changing environment. We would rather say that this evolution has been dialectical in the sense that MTV has often conditioned not only its own viewers’ musical tastes, but has shaped several young generation conveying them its own culture, and making them the core of its success.

Since ever its birth MTV has linked its image to VIP, Music, and Young Generations, managing to establish a “trait d’union” among them: VIP’s “young revolutionary” claim “I want my MTV”, young 2nd rated singers becoming celebrities thanks to MTV media influence, and young people allowed to “peek” in the music star’s daylife thanks to the vis-à-vis programs developed throughout this two decades.

All this massive campaign has allowed MTV to build a strong brand image among the young generation who ineluctably associate “young spirit, cutting-edge, free thinking” to its Brand. An interesting outcome that we could infer is that generations how have grown under the influence of MTV culture, nowadays are likely young men and young women could seek a job placement and social environment (and a corporate culture) which might respond to the value system they have been conveyed for long time.