The evolution of MTV music programs an analysis of the MTV artists program

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Title: The evolution of MTV music programs an analysis of the MTV artists program
Author(s): Zhang, Huiming
Advisor(s): Tedesco, Albert S.
Keywords: Television management; MTV Networks; Music television; Musicians as artists--Television broadcasting
Date: 2014-08-01
Publisher: Drexel University
Thesis: M.S., Television Management -- Drexel University, 2014
Abstract: The purpose of the study was to explore the evolution of MTV music programs by analyzing the MTV Artists program. Launched in 1981, MTV originally got its fame from its music videos and music shows. But in order to keep engaging its viewers, it has shifted from a pure music channel to a channel dedicated to pop culture. Its music programs moved from television to a digital platform gradually. The MTV Artists program launched in 2012 was the new digital music initiative of MTV. The researcher used content analysis to understand the background of the MTV Artists program. A survey was conducted to measure the influence of the program on MTV’s brand image and viewership.
URI: http://hdl.handle.net/1860/idea:6172
In Collections: Theses, Dissertations, and Projects

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