30. rođendan MTV-a
Piše: B.Č. - RDV
Ponedjeljak, 1.8.2011. 16:41

Prije točno 30 godina glazbena televizija MTV (Music Television) započela je s radom.

Ispočetka skromno, puštajući kao prvu u svojoj povijesti pjesmu, odnosno video spot za istu, zlokobnog naziva "Video Killed Radio Star" (koja se na kraju ispostavila netočnom, jer je radio opstao, a MTV je u krizi). Bile su to rane osamdesete i u to vrijeme su svi bili sigurni kako je budućnost glazbe u video spotovima i da će radio uskoro potpuno prepustiti mjesto televiziji.

Ali, kao što znamo -  da nigdar ni tak bilo da ni nekak bilo, pak ni vazda ne bu da nam nekak ne bu - tako je i MTV prošao evoluciju od ultimativne zabave i miljenika izdavačkih kuća, medija koji je kreirao masovni ukus publike do medija koji se sve više za publiku bori stupidnim reality show programima - i inzistira na "turbo pop" produkciji.

Ispočetka MTV lako nametnuo, jer je jednostavan koncept programa MTV-a (spotovi koje duhovito najavljuju VJ-i), u osnovi preuzet od radijskih DJ-a počeo davati fantastične rezultate.  Publika je bila gladna glazbe, koja je još uvijek značila jako mnogo, ne samo mladima, a kada je ista dobila sredstvo masovne vizualizacije - zvijezda je bila rođena! "I Want my MTV" postao je prepoznatljiv slogan televizije koja je krenula mijenjati glazbeni svijet, ali i društvene svjetonazore. Svaki glazbenik, koji iole drži do sebe morao je imati na umu što maštovitiji spot za svoj singl, a mnogi će zamjeriti MTV-ju postupnu pojavu "sisa i guzica" nauštrb dobre glazbe. Ipak, neki antologijski uradci su i danas zasluga MTV-ja.

Možda baš zbog kritika na sve više blještavila i lascivnosti MTV je ublažio dojam uvođenjem "Unplugged" serije koncerata, koja i danas ima kultni status.Uz to spomenimo i razne animirane i koncertne specijale, Beavisa and Buttheada, sjetimo se i  originalnih Jackass...

U međuvremenu je MTV dobio ogranke diljem svijeta, ima ih doslovno više od stotinu, pa tako i MTV Adria, usput izgubivši status najmoćnijeg medija za prezentiranje glazbe. Internet i evolucija TV-a u pravcu reality show programa učinili su MTV staromodnim, pa se i MTV počeo mijenjati u njihovom pravcu sve više se okrećući još plitkojim stvarima od glazbe.

Mnogi vele da je stari duh MTV-ja i danas živ, ali na programu VH1. No, tek djelomično bih se složio s tim, jer onaj "impakt" na glazbene konzumente kao u osamdesetim i ranim devedesetim neće imati više nitko, kao što je imao originalni MTV, u doba kada smo baš zbog njegove popularnosti pomislili da ćemo radio zauvijek baciti kroz prozor.

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