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  • Essay / MuchMusic and The CRTC - 1425

    MuchMusic is a Category A specialty channel in Canada. As defined by the CRTC, “specialty television services are offered on a discretionary basis” and complement general interest programming (Armstrong, 2010). In the past, the network was owned by CHUM Limited, but was most recently acquired by Bell Media in 2011. As the world adapted to new technologies and innovation, forces like YouTube (among many others ) have made it more difficult for music video networks like MTV. to compete, because YouTube offered an immediacy and social component that was difficult to replicate on television. Today, music video-based networks are undergoing many changes, especially in terms of programming styles. Most notably, MTV made the decision to stop airing all music video content in exchange for airing reality and lifestyle programming (Collins, 2010). Obviously, this model served MTV well from a business standpoint, but they certainly paid a high price, turning their back on the foundation their network was built on. MTV no longer continues to improve America's connection to music, but simply provides modest, low-budget reality television. It is true that due to new technological advancements, the demand for television music videos has decreased significantly. The only way MTV could stay relevant was to evolve. MTV may be cashing in on a current television trend, but there are ways to grow without abandoning music entirely. In Canada, MuchMusic is going through a similar identity crisis. Therefore, this article will endeavor to recommend some options for how MuchMusic should evolve its programming style – while remaining a competitive network that continues to contribute to Canada's cultural diversity.BackgroundIn a case study, I have done an in-depth analysis...... middle of paper ......policy diffusion in Canada. Toronto: University of Toronto Press. Bylin, K. (January 13, 2011). Are we consuming more music and enjoying it less? - MTT - Musical think tank. Music think tank. Retrieved April 6, 2014, from http://www.musicthoughtank.com/blog/do-we-consume-music-more-enjoy-it-less.htmlCollins, S. (February 13, 2010). "MTV drops 'Music Television' from official logo". Los Angeles Times. Retrieved April 3, 2014 from http://articles.latimes.com/2010/feb/13/entertainment/la-et-branding13-2010feb13Family Channel. (May 4, 2014). Wikipedia. Retrieved April 6, 2014 from http://en.wikipedia.org/wiki/Family_Channel Furedi, F. (2010). Celebrity culture. Society, 47(6), 493-497. Retrieved April 6, 2014, from SpringerLink.MuchMusic Database – License Changes. (November 25, 2010). CRTC. Retrieved April 6, 2014 from http://www.crtc.gc.ca/eng/archive/2010/2010-875.htm