MTV
o Michael Jackson had struggled to receive airtime on MTV
- His first video that aired was ‘Billie Jean’​ and this was placed on 'medium rotation’ until it reached top on music charts and was moved into 'heavy rotation’
- His success and great reception from the public led to a partnership between Jackson and MTV after the release of ‘Thriller’ and this helped other black artists such as Whitney Houston and Prince
o The introduction of other music beside rock helped the channel to expand and grow
• 1984: introduction of Video Music Awards (VMAs)
o MTV’s most watched annual event presently
o Has become a major part of the music industry as awards and titles help to boost an artist’s image and reflects on their success
• Broadcasts live concerts
• 1986 – introduced ‘120 Minutes’ – featured alternative rock and ‘underground’ videos for the following 14 years
• More channels debuted under MTV in the following years, with different genres and purposes under different channels
• Certain videos were censored – ones with references to drugs, violence, racism, sex, advertising, homophobia, violence