I’d move it up sooner, to 1987 with the launch of its first non-music related program, the gameshow “Remote Control.”
The novelty of watching music videos was wearing off, and that was the first step in abandoning its brand identity as MUSIC television, and trying to just remain popular in any way possible, music related or not.
Today, MTV is just another cable channel among hundreds just like it trying to stay hip and televant to young viewrs. Sometimes, for longevity, winning isnt about being #1, but is about being #1 in your nitch. What’s MTV’s nitch? Literally, they define themselves by describing a target audience “primarily teenagers, particularly high school and college students.” Hardly an identity. That demographic could also describe the target audience for a textbook distributor, or sellers of athleticwear. Way to go, MTV, you are beating out a jockstrap supplier in your quest to master your target demographic.
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Re: What year would you say MTV jumped the shark?
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