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by Kevin Coupe

It is 30 years since MTV went on the air with its first music video, The Buggles’ “Video Killed The Radio Star.”

Amazing.

The cable channel, which relentlessly has focused on youth culture even as it morphed from a place dominated by music videos introduced by “VJs” to one where one can mostly find reality programming and shows about teen mothers, has survived by continuing to change, evolve and adjust to changing audience interests and desires.

That’s how you create a sustainable business model.

Now, I have to be honest here. I would be amazed if I have watched as much as one hour - total - of MTV’s programming over the past three decades. Not my thing. But that said, I was still amazed to learn that it has been around as long as it has been, and impressed to read varying stories of how it has evolved.

It’s been Eye-Opening.

And here’s the question I would pose. Is there any doubt that 10, 20, 30 years from now, MTV will a) continue to exist, and b) will be something entirely different than it is today?

No doubt in my mind. And again, that strikes me as the very definition of an Eye-Opening and sustainable business model.
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