“The 1990s were the golden age of MTV; it launched channels across the globe, eventually boasting more than 70 million subscribers. On the eve of the channel’s 25th birthday, however, a crisis is looming. The music industry has been transformed since MTV’s launch, with new temptations of the iPod era hitting the target demographic of 18- to 24-year-olds. Ratings have risen only 5 per cent over the past five years, compared to its sister channel VH1’s 17 per cent growth. The company itself admits there is a problem.”