Could have been shot in 19581989Like A Prayer MadonnaMadonna crafts videos as carefully as her songs; here, the controversial Catholic imagery lost her a $5m Pepsi sponsorship deal. Voted top video by MTV viewers1990Nothing Compares 2 U Sinead O'ConnorWacky singer's version of Prince's anthem for the broken-hearted. Featured moody shots of Paris and a single tear shed in close-up1991Unfinished Sympathy Massive AttackFilmed in one take, singer Shara Nelson strides through a Los Angeles neighbourhood, indifferent to the action around her. It is also at the forefront of providing music video, animation and other content to users of mobile phones.1981Video Killed The Radio Star The BugglesIt was actually released in 1979, but this somewhat naff but entirely appropriately titled video had the honour of opening MTV on 1 August, 19811982Rio Duran DuranWith sexy "Girls on Film" and glamorous "Rio" shot on 35mm film rather than videotape, New Romantic boys Duran Duran and MTV were perfect partners1983Thriller Michael JacksonA 16-minute epic, taking the rock video into new territory, directed by John Landis and featuring a parade of dancing ghouls, including one named Michael Jackson1984Two Tribes Frankie Goes To HollywoodRelatively unknown groups begin to use the medium artfully, as in this Cold War wrestling match, with Holly Johnson as ringmaster1985Money For Nothing Dire StraitsAnother film that defined the channel's early years, with computer graphics and Mark Knopfler's MTV-referenced lyrics a tribute to its growing influence1986Sledge-Hammer Peter GabrielRobert Palmer and his cloned backing band may have been definitely sexier, but Peter Gabriel's Claymation epic was the innovative video of the year1987Fight For Your Right (to party) Beastie BoysRap would eventually dominate world of MTV and this early success from the first white rappers quickly became an early MTV staple1988I Should Be So Lucky Kylie MinogueNeighbours star Kylie flounced around telling us she was so lucky, but with no clues as to why (that fringe was definitely a misfortune). "But MTV has the talent base to be very healthy in the future."The channel's position has also been challenged by social networking websites such as MySpace , which recognise that young people are no longer satisfied with being merely passive consumers of music MTV is well aware of this. Yesterday it launched its own community website, MTV Flux, which will allow members to upload their own content on to television. "The audience is happy taking music videos on their mobile phones and is at ease with computers.
I don't think it's by any stretch of the imagination a criticism of MTV that the enormous advances in technology in the past five years have been significant challenges to MTV in retaining its share of the audience," he said. Chris Hayward, the head of broadcast for Zenith Optimedia, said MTV had faced "challenges" because its young target audience was at the vanguard of rapidly-evolving technologies. MTV is, in my view, too generic and there's just too much crammed into too little a space."To protect its market share, MTV has diversified into a family of channels, including VH1, MTV Dance, MTV Base, MTV Hits and VH1 Classic. At the same time it has moved away from being simply a broadcaster of music videos towards a more imaginative programming policy that has resulted in a succession of hit shows such as The Osbournes and Jackass. The Radio 1 rap DJ Tim Westwood was brought in to make a successful British version of the hit US show Pimp My Ride.Some media analysts believe that MTV, which is part of the US-based media empire Viacom, is clever enough to reinvent itself for the future.
Nick Dereka, channel manager of Channel U, launched in 2003 to cover "urban" music genres, including hip hop, said: "Music is everywhere now and there are niche operators opening up almost every day. On television, where MTV once reigned almost unopposed, the pioneer faces fierce competition.Andy Duncan, the chief executive of Channel 4, which has made music central to its strategy, said: "I think MTV has been a great brand and is doing some exciting and innovative things but it's a tougher world it's going into, compared to the one it has come from." He noted that the Red Hot Chili Peppers and other star acts had chosen to launch their new videos on Channel 4, where they could expect to reach a larger audience than on digital television.MTV, which has never had quite the same status in the UK as it has in the US - where it is a staple of pop culture - has faced growing competition with the emergence of a raft of new music channels. In fact, 25 years after the birth of MTV, it is the conventional music video itself that is having to adapt to survive.Children are increasingly demanding such content on their personal computers, their MP3 players and their mobile phones. Then heat the paper with the iron.What happens next: When the paper dries it is clear, but the iron reveals the message This is because the acidic juice weakens paper.
