Could a Television Station Run Music Videos 24/7 Like MTV in the 1980s Be Successful Now?
MTV's heyday in the 1980s was marked by a steady stream of music videos that provided a perfect solution for those seeking quick, visually engaging entertainment without needing to pay much attention. Times have certainly changed, and with the rise of platforms like YouTube, the landscape of modern entertainment has shifted significantly. Today, MTV U is attempting to revive this concept, but the question remains: would a television station be able to run music videos 24/7 in today's market?
The Rise of YouTube: A Dominant Force in Music Video Consumption
YouTube has completely dominated the space once occupied by MTV and similar television stations. For decades, YouTube has been the go-to platform for watching music videos, with a vast library spanning from the early days of MTV's videos to current releases. As a result, many older audiences who might have remembered the glory days of MTV in the 1980s are turning to YouTube for their music video fix. This age group, often referred to as Baby Boomers and Gen X, can be a significant market for any media company looking to tap into nostalgia and a desire for classic content.
MTV U's Attempt to Revive 24/7 Music Video Programming
MTV U, a part of the larger MTV network, is making an effort to bring back the 24/7 music video concept. While this initiative has garnered some attention, it's clear that the market is more fragmented today. The days of a single channel dominating the music video space are long gone. In the age of streaming, people have access to a multitude of options, making it harder for any one platform to capture a significant portion of the audience on its own.
The Niche Market's Demand for Nostalgic Content
Despite the dominance of YouTube, there is still a demand for nostalgic content among certain demographics. If a television station could curate and present a diverse library of music videos from the 1970s and 1980s, it could appeal to viewers who appreciate the cultural significance of these videos. Playing old videos from the 70s and 80s might indeed attract a significant audience, especially among baby boomers who lived through these decades. However, to be successful, such a channel would need to offer a unique selling proposition that YouTube can't provide, such as live broadcasts of events, documentaries on the music industry, or in-depth interviews with music industry veterans.
Challenges in Implementing 24/7 Music Video Programming
Running music videos 24/7 like MTV used to do is a daunting challenge. Quality content, even when not requiring too much focus or engagement, still requires attention to detail. Boilerplate music videos from a single-hour block can quickly become monotonous, leading to viewer boredom and increased churn. On a television channel, this challenge is compounded by the need to schedule programming, manage advertising, and meet the demands of a wide audience, rather than simply pointing viewers to an online resource.
Conclusion: Harnessing the Power of Nostalgia in a Streaming World
Despite the challenges, there is room for innovation in the world of music video programming. A television station running 24/7 music videos could still be successful if it manages to captivate its audience and offers a unique value proposition that YouTube can't. By leveraging the power of nostalgia and providing a curated, diverse selection of music videos, along with additional value-added content, such a station could carve out a niche in the market. However, this would require significant effort in content curation, programming, and marketing to stand out in the crowded and ever-evolving media landscape.