MTV’s Quarter-Life Crisis

Hashim at Hip-Hop Blogs had an interesting no-brainer take on MTV’s new zeal in approaching the digital domain.
“Hiring Lonelygirl15 can’t fix all those problems. Y’see, the net is neither a boogie monster or genie. Getting web video or social networking right won’t sink or save MTV until they fix the core of what they do [...]

Hashim at Hip-Hop Blogs had an interesting no-brainer take on MTV’s new zeal in approaching the digital domain.

Hiring Lonelygirl15 can’t fix all those problems. Y’see, the net is neither a boogie monster or genie. Getting web video or social networking right won’t sink or save MTV until they fix the core of what they do – music television.”

For many of the same reasons that Hashim described in his post, I think it’s time to get back to the drafting table, dust off the T-square and leave the shoes to the shoemakers. It’s time to put the M back in MTV. I’ve also seen the Save MTV Chi! petition, (which prompted my previous MIA post update), but I’m not signing for the above stated reasons.

I had high hopes for all of the MTV World linear networks, but perhaps they were inherently flawed from the start. In comparision to MTV Tres, which incorporates (for the lack of a better term) Latin culture as a whole and all of the flavors that come with it, the first linear networks maintained the ethnic divisions within Pan-Asian culture. Instead of presenting a larger audience (All Asian Americans) a wide variety of content (Bhangra, K-Pop, Rock, Hip-Hop, Dance) and using the platform to cross-pollinate and unite the different cultures -they missed the mark by being caught up in the, “This network is for US” trap. Asian-Americans have made strides, but certainly haven’t surpassed the Latin market in America as far as musical influence (Latin Billboard Charts anyone?).

Therefore, in the spirit of optimism -if it is true that MTV is actively pursuing new vehicles and placements for this network, then I suggest that we join up with our compatriots in Singapore, Malaysia, Thailand, Indonesia and the Philippines and present MTV ASIA to the American auidience. I’ll sign that petition with a real pen if it got passed to me.

Only then will we ever see The Real World: Chennai -seven strangers picked to live in a converted textile mill… anytime soon.

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