Explosion of Youth/Music TV!!!

Within the television industry, the major pressing concern of the 1980s was an expansion into new markets, combined with an attempt to win new audiences. This expansion was made essential by the advent of satellite and digital cable technologies, as well as the deregulation of broadcasting brought about by right-wing Western governments.

A number of economic and technological factors made this expansion of youth programming possible.

1.The continuing reduction in the cost of receiving equipment, and their decrease in size, meant that, for the first time, television sets were not necessarily located within the family living room, but also within the bedrooms of teenagers.

2.Offering the ability to record one programme whilst another was being watched, the increasing availability of video cassette recorders meant that youth television programmes could be recorded during periods of family viewing, such as early evening, and watched at times when family viewing did not take place, such as during the day.

3.Equally important in allowing broadcasters to attract the ‘youth audience’ was the ability to expand into previously unused parts of the daily broadcasting schedule, such as early morning, and late into the night. It was this expansion that led to, for example, the youth-oriented ‘Night Network’ in the very early mornings on the ITV network, and Channel Four’s Network 7. This phenomena was also facilitated by the increasing availability of video cassette recorders mentioned above, so youth television programmes broadcast as late/early as 4 a.m. could be viewed at a more convenient time.

4.The take-up of Satellite television and with MTV's launch in August 1st 1981

AND LAST BUT NOT LEAST.....

5. The evolution of the internet / broadband / iplayer / itunes etc etc / digital downloads / mobile video content