MTV – misli globalno, deluje lokalno
MTV – Thinks Globally, Acts Locally

Summary/Abstract: Although music plays the main role on the radio, music videos have given a completely new dimension of the importance of music on another medium – the television. TV has become one of the most important factors in the music industry, especially when it comes to make someone popular. Music videos are considered as a special kind of commercials for musicians, record labels etc. An idea about a TV whose programme is based exclusively on commercials was accomplished in 1981, when a music television, named MTV, was founded. Its mission was to broadcast music videos all day long, 24 hours a day. With a little help from MTV, music videos have become the most important and influental factor in advertising popular music. Today, after the celebration of its 30th anniversary, MTV’s status has changed a great deal comparing to its very beginning. Nowdays MTV is just one of many American media which has succeeded to achieve a breakthrough on the world market and become global and dominant. This paper will analyse the development of the mentioned music channel, the idea which was born 30 years ago, flew across the universe and has become one of the most famous acronyms. We shall try to use some appropriate examples to present the path which led MTV to its title of a global media. MTV left lots of miles behind on its way to become one of the most recognizable brands in the world. This long journey was made enviously quickly. The process of the change of MTV and the path of its expansion will be the object of our analysis. In order to adopt to the wanted terrain and audience more easily this medium has used instruments of localization, so it could gain points on a global level. This is the reason why one of the important themes in this paper will be MTV’s local dimension.

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