Music television
[2] As networks continued to withdraw radio for popular music broadcasting, the recording industry sought to influence sales by using television as a new vessel for promoting for their artists.
[5] The shift in production modality started to attract corporate sponsorships such as Ford, who used ad space in The Lively Ones to promote the Fairlane sedan to young-aged car buyers.
[1] Other music-based variety programs gained popularity, including ABC's Shindig (1964–1966), and NBC's Hullaballoo (1965–1966), a rock-and-roll show targeted at remote area's young adults.
The purpose of MTV was to reuse previously-made content by record labels for international audiences, which was free, and televise them in America in a top-40 hits format.
This latest network added the requirement of visual effect and video concept production to a past, mainly audio platform.
This showed an influx of record labels and performers producing more high-quality videos and presenting a theme to their music and sound through visual platforms.
As video clips started to develop certain images for artist, such as Madonna, Bruce Springsteen, and New Kids on The Block, fashion and paraphernalia for these acts were also marketed along with the distribution of music.
[3] The YouTube streaming platform is now the main source for audiences to consume music video premieres and relevant content.
[3] An example of this can be seen through Madonna and Michael Jackson (ironically, he is the first black artist to play a song's video, but refused to add all of non-white artists and is mentioned by Bowie in MTV's controversy) who used the platform MTV to create careers that were based on music videos, choreography, and personal style over an audiovisual performance.
[7] However, the depletion of television rating going into the 21st century [8] as well as the aspect that radio was the more dominant form of broadcast media in terms of longevity dating from the 1920s to the mid-late 1950s[2] show that the effect of television in terms of longevity were scarce [14] In the late 1990s, the expense of creating a music video grew from tens of thousands to hundreds of thousands which made them less appealing as an easy market source.
[15] Another aspect that lead to depletion of the effects of music television are those record companies were cutting video budgets and industry paper along moving most up-to-date content to digital platforms.
