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MTV Europe: An Analysis of the Channel's Attempt to Design a Programming Strategy for a pan-European Youth Audience

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Hujic, Alida. 1999. MTV Europe: An Analysis of the Channel's Attempt to Design a Programming Strategy for a pan-European Youth Audience. Doctoral thesis, Goldsmiths, University of London [Thesis]

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Abstract or Description

This thesis examines the ascendancy of MTV (Music Television) in Europe. It concentrates, above all, on the period between 1987-1996, which represents the phase when the channel was transmitted as a single pan-European network. This thesis is an interdisciplinary study that offers a reading of music television texts in relation to the institutional context in which messages are produced and the different cultural contexts in which they are received. The analysis begins by locating the phenomenon of MTV within the political economy of the music and media industries. The factors which constitute the 'novelty' of MTV as a particular type of TV (i.e. a branded channel) in relation to a particular type of audience (i.e. the 'youth' who were traditionally out of the reach of terrestrial broadcasters) are assessed. The pan­European dimension of MTV is subsequently incorporated by way of a comparative analysis of the relative failure of the EC's initiatives to develop a pan-European broadcasting strategy and the relative success of MTV in this venture. A separate chapter explores the possibility of creating a sense of being European through shared tastes in music. The proposed arguments are then illustrated by case-studies conducted across the contrasting terrain of selected Western and Eastern European countries.

Item Type:

Thesis (Doctoral)

Identification Number (DOI):

https://doi.org/10.25602/GOLD.00028979

Keywords:

MTV; political economy; music and media industries; broadcasting

Departments, Centres and Research Units:

Media, Communications and Cultural Studies

Date:

1999

Item ID:

28979

Date Deposited:

09 Jul 2020 11:22

Last Modified:

08 Sep 2022 12:50

URI:

https://research.gold.ac.uk/id/eprint/28979

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