MTV and the Issues with Niche Branding on Linear Television

MTV first hit the airwaves in 1981, and like ESPN and CNN, brought a revolution to cable television. The networks CBS, ABC, and NBC provide a catch-all service where consumers can find entertainment, sports, and news. With cable, individual channels could devote entire schedules to niche specific programming. And just like ESPN and CNN, no one knew if it would succeed. Could a 24-hour music video channel survive? It did, and the format remained unchanged for the first five years of the channel, until executives began to express concerns of the longevity of only airing music videos. Much like CNN and ESPN, there aren’t 24-hour sports or news events happening all the time, so channels have to improvise with other types of shows. The issue with MTV's 24-hour music video format was if a viewer channel surfs and doesn’t like the current song on the air, they aren’t likely to stick around when there’s a lineup of others channels available. Should they find another show, it'll be at l