SMALL PRINT:MTV is 30 today, and over the past three decades, the station has revolutionized popular culture. But in all that time has it made a lasting impact? Let's assess MTV's Biggest Contributions To Society (For Better or For Worse).
THE REAL WORLD
In 1992, MTV essentially invented reality television as we know it today, broadcasting a television series based around a bunch of young people living in a house and following their day-to-day lives. The station would later popularise scripted reality, primarily with The Hills.
GETTING RUSSELL BRAND FIRED
On September 12th, 2001, Brand, then an MTV presenter, took the rather unwise decision to turn up to MTV dressed as Osama Bin Laden. He was fired for that, and for bringing his drug dealer to work. He went on to achieve global fame, and got to marry a pop star.
BEAVIS AND BUTTHEAD
In 1993 two hard-rock loving couch-bound dorks took up residence on MTV, snorting and snarking their way through various music videos and inane late night conversations. It was the station’s biggest hit animation-wise and blazed a trail for more “adult” cartoons.
MTV UNPLUGGED
Perhaps MTV’s greatest musical contribution is a series of acoustic concerts called MTV Unplugged which began in 1989 and continue today. Nirvana’s appearance, just five months before the death of Kurt Cobain was transformed into a best-selling album.
CRIBS
A simple idea; go into celebrities' homes, see what's in their fridge and have a gander at their cars. A phenomenon was born, which was not only highly watchable but instantly parodied. One episode laid the foundations for the MTV series The Osbournes.
SHOWCASING NEW DIRECTORS
In the 1990s, MTV was a fertile ground for aspiring directors. Spike Jonze started out as a skateboard video and music video director, making big MTV video hits like Cannonballfor the Breeders, Buddy Hollyfor Weezer, and Sabotagefor Beastie Boys. A skilled maker of commercials, David Fincher directed MTV-aired videos for everyone from Paula Abdul to Billy Idol. Like Fincher, Michael Gondry excelled as a director of commercials, but it was his videos for Bjork and the Chemical Brothers that brought him to attention.
TV AS A BRAND
MTV was the first channel to cotton on to using its logo as a medium to spread its message. Creating a brand out of its name spawned endless merchandising opportunities.
WARDROBE MALFUNCTIONS
In 2004, MTV produced the Superbowl half-time show after successfully managing the 2001 slot. This time, however, Justin Timberlake ripped off a part of Janet Jackson’s outfit revealing her bejewelled right breast causing a bizarre moral panic in the US and popularizing the phrase “wardrobe malfunction”.
