2006年VOA标准英语-MTV Turns 25

By George Dwyer
Washington, DC
03 August 2006
 
watch MTV 25th Anniversary
 
  
  
Twenty-five years ago this week, MTV -- short for music television -- premiered on cable television in the U.S.  It began by broadcasting music videos from popular artists such as Madonna and Michael Jackson, but has since branched into talk shows, documentaries, and reality-based programming. VOA's George Dwyer looks back at how MTV has influenced the music business, television, and the culture at large.

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MTV -- the U.S. based music television channel -- aired its first program 25 years ago this week. Since then it has added more than 50 channels in 28 languages and 168 countries, becoming a global communications phenomenon.
 

Ray McDonald   
  
"I can attest¹ to that," says Ray McDonald, who covers the music industry for Voice of America. "My wife is from India and I have been back there seven times. And MTV not only broadcasts on an Indian channel, it has also spawned² imitators."

Ray says MTV's cultural influence over the past 25 years has been extraordinary.

"MTV has become the look of modern American pop culture. It has affected³ our buying patterns. It has affected the clothes we buy. It has affected youth culture, top to bottom. And that is MTV's greatest strength, its brand integrity."

MTV started off just playing music videos, but today it devotes more airtime to other types of programming, including news and drama. Many credit MTV with starting the reality television craze, a form of programming much in demand among younger viewers. That move reflects MTV's understanding that many in its audience today were not even born when it first went on the air in 1981.

"MTV is number one among 12 to 24-year-old viewers.  These are people for whom Madonna and Michael Jackson are ancient history," says Ray.

Those nostalgic for MTV as it once was will undoubtedly⁴ remember famous live performances such as one from 1984, by a then new-to-the-scene Madonna. Its Video Music Awards have provided the backdrop for some of modern music's most iconic moments. But MTV's stronghold on the music video audience is now facing serious challenges, says VOA's McDonald.

"MTV faces 21st century competition such as youtube, which is an Internet site that carries videos of all kinds. And as a matter of fact, Viacom -- MTV's parent company -- their stock has dropped about 20 percent this year on perceived fears that these competitors are cutting into MTV's advertising⁵."

Kathy Griffith   
  
Comedian⁶ Kathy Griffith has been a regular on MTV over the years. She thinks its influence on music and television will remain strong.  "MTV is still the cool place. It's what the kids are watching. Many, many artists want to be on MTV for almost no cost because you want to get that demographic."

MTV has been low-key about its birthday this week -- preferring to focus on a youth audience, the demographic that has always defined its most fanatic⁷ followers⁸.

1 attest   

vt.证明，证实；表明

参考例句：

• I can attest to the absolute truth of his statement. 我可以证实他的话是千真万确的。
• These ruins sufficiently attest the former grandeur of the place. 这些遗迹充分证明此处昔日的宏伟。

2 spawned   

（鱼、蛙等）大量产（卵）( spawn的过去式和过去分词 )； 大量生产

参考例句：

• The band's album spawned a string of hit singles. 这支乐队的专辑繁衍出一连串走红的单曲唱片。
• The computer industry has spawned a lot of new companies. 由于电脑工业的发展，许多新公司纷纷成立。

3 affected   

adj.不自然的，假装的

参考例句：

• She showed an affected interest in our subject.她假装对我们的课题感到兴趣。
• His manners are affected.他的态度不自然。

4 undoubtedly   

adv.确实地，无疑地

参考例句：

• It is undoubtedly she who has said that.这话明明是她说的。
• He is undoubtedly the pride of China.毫无疑问他是中国的骄傲。

5 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

6 comedian   

n.喜剧演员；滑稽演员

参考例句：

• The comedian tickled the crowd with his jokes.喜剧演员的笑话把人们逗乐了。
• The comedian enjoyed great popularity during the 30's.那位喜剧演员在三十年代非常走红。

7 fanatic   

n.狂热者，入迷者；adj.狂热入迷的

参考例句：

• Alexander is a football fanatic.亚历山大是个足球迷。
• I am not a religious fanatic but I am a Christian.我不是宗教狂热分子，但我是基督徒。

8 followers   

追随者( follower的名词复数 )； 用户； 契据的附面； 从动件

参考例句：

• the followers of Mahatma Gandhi 圣雄甘地的拥护者
• The reformer soon gathered a band of followers round him. 改革者很快就获得一群追随者支持他。