MuchMusic and The CRTC

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MuchMusic is a Category A specialty channel in Canada. As defined by the CRTC, “specialty television services are offed on a discretionary basis” and are complementary to general interest programming (Armstrong, 2010). In the past, the network belonged to CHUM Limited, however, it was recently acquired by Bell Media in 2011. As the world adapted new technologies and innovation, forces like YouTube (among many others) made it harder for music video based networks like MTV to compete, as YouTube delivered an immediacy and a social component that was hard to replicate over television. Today, music video based networks are going through many changes, particularly in terms of their programing styles. Most notably, MTV made the decision to stop playing all music video content in exchange for playing lifestyle and reality TV (Collins, 2010). Clearly, this model has served well for MTV from a business standpoint, but they’ve certainly paid a high price, turning their backs on the foundation on which their network was built on. MTV no longer continues to enhance America’s connection with music, but simply provides, low-brow, low-budget reality TV. It’s true that because of new technological advances, the demand for music video TV has significantly decreased. The only way for MTV to stay relevant was to evolve. MTV might be cashing in on a current TV trend, but there are ways to grow without completely abandoning music. In Canada, MuchMusic is going through a similar identity crisis. Therefore, this paper will strive to recommend a few options on how MuchMusic should evolve their programming style – while remaining a competitive network that continues to contribute to Canada’s cultural diversity.

Background
In a case study, I did a thoro...

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...dcasting policy in Canada. Toronto: University of Toronto Press.
Bylin, K. (2011, January 13). Do We Consume Music More, Enjoy It Less? - MTT - Music Think Tank. Music Think Tank. Retrieved April 6, 2014, from http://www.musicthinktank.com/blog/do-we-consume-music-more-enjoy-it-less.html
Collins, S. (2010, February 13). 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-branding13-2010feb13
Family Channel. (2014, May 4). 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 the SpringerLink database.
MuchMusic – License amendments. (2010, November 25). CRTC. Retrieved April 6, 2014, from http://www.crtc.gc.ca/eng/archive/2010/2010-875.htm

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