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Title: MTV Europe : an analysis of the channel's attempt to design a programming strategy for a pan-European youth audience
Author: Hujic, Alida
ISNI:       0000 0004 2695 4857
Awarding Body: Goldsmiths, University of London
Current Institution: Goldsmiths College (University of London)
Date of Award: 1999
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This thesis examines the ascendancy of MTV (Music Television) in Europe. It concentrates, above all, on the period between 1987-1996, which represents the phase when the channel was transmitted as a single pan-European network. This thesis is an interdisciplinary study that offers a reading of music television texts in relation to the institutional context in which messages are produced and the different cultural contexts in which they are received. The analysis begins by locating the phenomenon of MTV within the political economy of the music and media industries. The factors which constitute the 'novelty' of MTV as a particular type of TV (i.e. a branded channel) in relation to a particular type of audience (i.e. the 'youth' who were traditionally out of the reach of terrestrial broadcasters) are assessed. The pan­European dimension of MTV is subsequently incorporated by way of a comparative analysis of the relative failure of the EC's initiatives to develop a pan-European broadcasting strategy and the relative success of MTV in this venture. A separate chapter explores the possibility of creating a sense of being European through shared tastes in music. The proposed arguments are then illustrated by case-studies conducted across the contrasting terrain of selected Western and Eastern European countries.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral