Sources: Steven Maxwell, 785-532-5740, smaxwell@k-state.edu
and Nora Lewis, 785-323-7578, lewisn@k-state.edu
News release prepared by: Tyler Sharp, 785-532-2535, media@k-state.edu

Tuesday, June 21, 2011

K-STATE 1xbet online sports betting EXPERTS: MTV INFLUENCING POPULAR CULTURE, ALTHOUGH IN A MORE LIMITED WAY, 30 YEARS AFTER LAUNCH

MANHATTAN -- &1xbet online sports betting ;Ladies and gentlemen, rock and roll.&1xbet online sports betting ;

That declaration was given nearly 30 years ago with little fanfare and was only audible to a few thousand people in northern New Jersey. But the launch of 1xbet online sports betting Television, also known as MTV, on Aug. 1, 1981, had permanent implications for the 1xbet online sports betting industry and popular culture, according to two Kansas State University 1xbet online sports betting experts -- an impact foreshadowed by images of the moon landing that accompanied MTV's launch.

The network's first music video was &1xbet online sports betting ;Video Killed the Radio Star&1xbet online sports betting ; by the Buggles, an intentional selection according to one of those experts.

&1xbet online sports betting ;That song came out a couple of years prior to the launch of MTV,&1xbet online sports betting ; said Nora Lewis, assistant professor of music. &1xbet online sports betting ;When MTV launched, it featured videos 24 hours a day on every day of the week. MTV creators knew its cultural and musical impact would be huge, and the selection of 'Video Killed the Radio Star' served as the perfect harbinger for its impending significance.&1xbet online sports betting ;

MTV initially had a limited audience. Cable television was not widely available in the early 1980s. As the popularity and scope expanded, MTV began to effectively define popular culture and the 1xbet online sports betting industry in an unprecedented manner, according to another K-State 1xbet online sports betting expert.

&1xbet online sports betting ;Popular music became more visual,&1xbet online sports betting ; said Steven Maxwell, assistant professor of music. &1xbet online sports betting ;Dancing styles and clothing styles became increasingly more important. It also helped break the color barrier for popular music on television. Michael Jackson's 'Billie Jean' video was shown in 1983 and helped MTV and Jackson gain in popularity.&1xbet online sports betting ;

Record sales spiked for artists shown on MTV. Soon the 1xbet online sports betting video became an effective marketing tool for record companies. For artists the video developed into an avenue that expanded creative boundaries and embraced and propelled technological advances, Lewis said. The increased importance of 1xbet online sports betting 's visual element had a number of effects on the 1xbet online sports betting industry as a whole.

&1xbet online sports betting ;Some bands that were less talented but had great visual appeal became more popular,&1xbet online sports betting ; Maxwell said. &1xbet online sports betting ;On the positive side, many bands that were not known in the United States such as Duran Duran or Flock of Seagulls had more opportunities.&1xbet online sports betting ;

Many networks followed MTV's example and began playing music videos. The success of MTV also spawned several sister networks that became the primary areas for playing music videos. It was an ideal opening for reality television, a burgeoning portion of the network's programming. Reality television was introduced to MTV viewers in 1992 with &1xbet online sports betting ;The Real World.&1xbet online sports betting ; The music programming on MTV and related networks would never be the same and it could be focused on one factor.

&1xbet online sports betting ;Money,&1xbet online sports betting ; Maxwell said. &1xbet online sports betting ;The reality series that they have created have been extremely successful. From 'The Real World' to 'The Osbournes' to recently 'Jersey Shore.'&1xbet online sports betting ;

Since these changes have taken root, MTV's musical significance has become more limited. Numerous vehicles for disseminating 1xbet online sports betting videos are available and record labels often post their artist's videos to YouTube or allow them to stream from a website, eliminating MTV's former role.

&1xbet online sports betting ;It is so easy to view videos online,&1xbet online sports betting ; Maxwell said. &1xbet online sports betting ;I don't think they will go in that direction again.&1xbet online sports betting ;

Lewis believes MTV still offers a perspective of popular culture, but that it also is limited.

&1xbet online sports betting ;Now there are more avenues that define popular culture, offering more diverse perspectives,&1xbet online sports betting ; she said. &1xbet online sports betting ;I don't think that MTV can return as the singular defining force of popular culture that it once was.&1xbet online sports betting ;