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I Want My MTV
Chpt. 16 History of Rock & Roll
T.V.
• 98.2% of all American households watched T.V. • 85% owned color T.V. • Americans began purchasing Video Cassette
recorder-players (VCR) • First mass marketed by Victor Company of
Japan (JVC)
Too much T.V.
• Post baby boom teenagers watched t.v. for 3-4 hours a day
• In 1981, t.v. personalities were listed as the top ten role models
• Instructional t.v. at school
Video Games
• The first video game was Space Invaders • By 1981, teens dropped more than 25 billion
quarters into games at local arcades • Pac Man was another popular game • Video games were then brought into the
home with the Atari Corporation owned by Warner Communication
Video Games
Warner Communication
• Applied video technology to pop music • Warner & American Express invested $20
Million to launch MTV on August 1, 1981 • Nonstop format of 3-minute video clips • Focused primarily on Warner artists • Appeared on 300 cable outlets in 2.5 million
homes
Robert Pittman
• 28 year old head of MTV• Targeted the under 24 generation • The slogan “I want my MTV” came from a
breakfast cereal called Maypo • Stalked the T.V. babies who seldom read
newspapers or books.
MTV Goes Black…
• First Black Artist to be Played on MTV
• Michael Jackson • Billie Jean
MTV gets “fancy”
• First MTV awards show performance
• Madonna • Like a Virgin
They owe their career to MTV…
• MTV brought Duran Duran to America from the British Pop world
• MTV Unplugged • Ordinary World
Other MTV artists• Eurhythmics • Wham! • Prince • Whitney Houston
Pop goes the Metal
• Van Halen• Netherlands
• Def Leppard • England
