Of the first 750 videos played on MTV, fewer than 25 were by black acts. This was highly disproportionate to the amount of black artists active in the music world. Some saw it as racism and others alleged that the station initially refused to play both Michael Jackson's Beat It and Billie Jean videos - but later relented when its switchboard was swamped with requests for them. Sexist? Yes, guilty as charged - but only as sexist as the music industry in general. Dumbist? It's a sore point for the channel and it has tried to get away from its "there's been an earthquake in China but meanwhile here's three-in-a-row from Duran Duran" image. By embracing movements such as Amnesty International and Greenpeace, as well as numerous drives to get young people to vote, MTV attempts to leaven its "24-hour-party-people" image but there's always been something a bit incongruous about a channel that simultaneously promotes environmentalism and rampant consumerism. Famously, it even parodied their "dumbist" image by inventing two moronic, music-obsessed teenagers in the shape of the self-referential Beavis and Butthead.
KILLING off rock music? Being on the MTV playlist can make or break an artist or band and any change in MTV's formats makes record company executives sit up and listen. Because it is appealing to the broadest possible fan base and in the business of manufacturing consent (if you will), MTV plays it straight down the commercial line with MOR horrors such as Simply Red, Mariah Carey and M People getting heavily rotated at the expense of more adventurous and cutting-edge bands. But if it's not setting trends though, it has no problem following them: when "alternative" music broke through to the mainstream courtesy of Nirvana, the channel immediately programmed an "Alternative Nation" programme to showcase the new sound. Similarly, when hip-hop refused to go away, it was belatedly acknowledged in the channel's programming policy.
It is this very flexibility and rapid adaptability which keeps the channel on the top of the musical pile. Such an approach is also evident in how it "regionalises" its programming around the world. There's MTV Europe, MTV Asia, MTV Anywhere You Want, with local presenters and local news belying the global hegemony of it all. This you will see with your own eyes on Thursday night with the channel saying that it will be "reflecting hip, contemporary and modern Ireland" (we shudder to think) in its coverage of the awards ceremony.
Back in 1981, MTV's first advertising slogan was the synaesthetic "You'll never look at music the same way again". Almost 20 years down the line it has accomplished a media revolution. Marshall McLuhan was right all along. Music is the medium. And the message.
The MTV Europe Music Awards, hosted by Ronan Keating, take place at The Point Theatre next Thursday from 8 p.m. to 10 p.m. They will be transmitted live on the MTV network. And no, Brian Boyd doesn't have any spare tickets for the show