the growth of cable television and the influence of MTV

the growth of cable televiosn and the influence of mtv

Cable & Satellite TV Expansion (1980s)

Why it expanded

• Reagan’s deregulation (early 1980s) encouraged rapid cable growth.

• Cable existed since 1972 (HBO), but only became major in the 1980s.

• Satellite TV also emerged → signals receivable almost anywhere.

Key developments

• Ted Turner built national networks:

  • CNN (1980) → 24‑hour news; major rival to ABC/CBS/NBC by 1983

• Cable Communications Policy Act (1984) → favourable regulation → huge expansion.

• 1984–92: cable industry spent $15 billion laying cables + billions on programming.

Growth

• By 1990, 53 million households subscribed; 90% of homes had cable access.

Major Cable Networks

• CNN – 24‑hour news; big moments:

  • 1987: Jessica McClure rescue

  • 1991: Gulf War coverage (only network with reporters inside Iraq)

• ESPN – sports

• MTV – nonstop music (from 1981)

• Family Channel – Pat Robertson; Religious Right content

• Disney Channel – children’s programming

• Pornography became more accessible on cable

Impact

• Cable fragmented American society by targeting niche audiences (age, race, gender, class).

• Viewers gained far more choice and personalised entertainment.

• Cable not subject to FCC rules → more sex, violence, profanity (once every 2 minutes vs. every 6 minutes on terrestrial TV).

MTV

• Launched 1981, first 24‑hour music‑video channel; first video: “Video Killed the Radio Star.”

• Audience: mainly white, suburban, aged 12–34; 23 million viewers by 1982.

• Transformed music industry → artists needed music videos; boosted Madonna, Duran Duran.

• Michael Jackson’s “Thriller” (1983) on MTV made the album a global phenomenon.

• Expanded into awards + original shows: MTV VMAs (1984), Movie Awards (1992), The Real World, Beavis and Butt‑Head.

• Inspired other channels (BET, Nashville Network) but remained the dominant music‑video outlet.

racism and sexism

Racism

• Early MTV rarely showed Black artists; staff admitted they didn’t want to alienate the white Midwest.

• This changed when Michael Jackson’s popularity exploded → MTV aired Thriller and other hits.

Sexism

• Early MTV targeted young white men, leading to objectification of women in videos like:

• Van Halen — Hot for Teacher (1984)

• Robert Palmer — Addicted to Love (1985)

Feminist Responses

• Some women used MTV to push female empowerment:

• Cyndi Lauper — Girls Just Wanna Have Fun (feminist anthem)

• Madonna — self‑objectification in Like a Virgin / Material Girl raised debate over empowerment vs exploitation

Overall

• Conservatives saw MTV as a bad influence.

• Young people loved its music, videos, and the sense of rebellion + empowerment it offered

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