Just as MTV officially debates what its "M" really stands for (front-runner: Meaningless, although a close second is Mutilation, if you have ever suffered through Scarred), as people (15 years ago) were just starting to catch on to the fact that MTV doesn't play music anymore, not that the sound of a 16-year old's shrieks over getting a Lexus instead of a Mercedes aren't melodic. It was a good ploy while it lasted MTV, but you're still totally (15 years ago) hip to the vernac of the nation's youth, thanks to new strategic initiatives.
MTV is figuring that it's time to take its brand into the next...7 minute commercial break, but take it there strong. That's why MTV is using $500 million dollars of daddy Viacom's allowance to develop video games, because that's what those crazy kids are playing now (15 years ago). Viacom also gave younger sibling Nickelodeon $100 million to buy a Super NES and get back to them on this new craze.
The cruel irony is that there are hugely popular games on the market now (Guitar Hero, even DDR and other rhythm games) that with any ingenuity or foresight MTV should have come up with or developed cross-promotional ties with years ago, instead of just catching on last year. MTV tried to cover its late jump last year by scooping up Harmonix, makers of DDR, Guitar Hero and one of our old favorites PaRappa the Rapper. Always finding ways to keep a franchise fresh, with MTV's help the next Guitar Hero is going to let you shred to Ryan Cabrera. Now we're stuck with reality show fatigue, a dying channel/brand, and a forthcoming PS3 title "Attention Seeker 4: Call of Duty" where you can make your own virtual Real World audition tapes.
MTV commits $500 million to games [ValleyWag]
Posted by BSD , Aug 17, 2007 1:32PM
Keith,
You ARE aware that MTV bought Harmonix for $175mm last September and is making Rock Band (i.e. Guitar Hero + microphone, bass and drum controllers and you can gig online). It's the most anticipated music game since the original DDR. You knew this, right?
Posted by KH , Aug 17, 2007 1:39PM
yeah, was more a comment on getting a late jump... like they should have been the ones developing all that stuff in the first place, but i will amend...
Posted by hate my generation , Aug 17, 2007 1:41PM
Sadly, a make your own real world audition tape game, or a virtual real world (something like the sims) would probably be a huge hit.
Posted by Random Banker , Aug 17, 2007 1:53PM
If you want listen to music nowadays you go over to your computer type in the song you want at listen to or watch the video at will. Why the fuck would I sit around waiting for MTV to show a video I want to see?
What I do want to see is 15 year olds that have a much better life than me. That's the only way I can convince myself that its worth it to continue this brutally painful existence, one day I will have a daughter and she will be a spoiled little princess and dance around making a fool of herself on MTV. THAT IS MY DREAM.
Posted by juristpurist , Aug 17, 2007 1:55PM
Idea for first video game: Grand Theft Auto - Laguna Beach?
Posted by BSD , Aug 17, 2007 1:57PM
Well props to you for giving a shout out to PaRappa.... that was a classic.
Posted by Lee D , Aug 17, 2007 2:03PM
About two years ago, MuchMusic launched the MuchOnDemand channel.
Little teenage shitheads can vote via txt for the videos they want to see. A computer program sorts out the playlist from the volume of txts. That means that if they have to play the same Panic at the Disco video seven times in one hour, so be it.
You have one engineer in the studio, and one underpaid grad student filtering the txt messages for profanity. Low overhead, plus a revenue stream from the txt messaging. It was brilliant. It didn't change the world or anything, but it's been mildly successful in the face of kids and their general migration away from tv towards mobile entertainment.
Posted by anonymous , Aug 17, 2007 2:21PM
I remember when MTV actually showed decent videos, but that was about the time The Police broke up.
MTV long ago devoved into a channel for teenaged girls and negro rappers (and their white wigger admirers).
Posted by Sting , Aug 17, 2007 2:24PM
http://axs.muchmusic.com/index.jsp?auto_band=x&rf=sv&fr_story=5b21d3f8fcf1e11fe02026b57875fda8eedf64f8
Posted by snuffer , Aug 17, 2007 2:40PM
hedgie wedgie
lendron
Posted by Steele , Aug 17, 2007 3:03PM
Negro rappers? Holy shit! Is that you grandpa? Cause you ARE the only person in the world who would still say Negro.
Oh...and I do agree with your sentiment.
Posted by 80's , Aug 17, 2007 3:43PM
JJ Jackson, Nina Blackwood, Martha Quinn, Alan Hunter, Mark Goodwin...Those were the days....
Posted by I miss my MTV , Aug 17, 2007 5:16PM
A lesson for the kids:
http://www.youtube.com/watch?v=o5g2yyvdjrE
Wake up!