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Whatever the categories, any rating system will leave plenty of loopholes. News and sports programming--most of it live--will not be rated. MTV won't rate individual music videos, only whole program blocks. Finally, no matter how simple or complex the ratings, they won't do any good unless parents pay attention and use them...
...another signal that alternative rock is facing rocky days ahead, MTV plans this month to start playing less alternative rock and to program more of other genres, including electronic dance music and traditional pop, which could spell trouble for bands like the Presidents of the United States of America that have thrived on video exposure. "What MTV does is both lead and reflect what's going on out there," says MTV programming director Andy Schuon. Some observers partly blame the channel's haste to introduce new acts for the current industry downturn. "MTV often breaks acts too quickly," says...
...Next Big Thing. Ska is a candidate, with groups like No Doubt racking up sales. Trip-hop is another contender, with performers such as Tricky and Portishead. There are also electronic-dance-music forms like Jungle. "We see 1997 as a time of exploration in the music biz," says MTV's Schuon. Explains Lisa Cortes, former president of Loose Cannon Records: "People are hungry for different stories." While alternative rock tended to be mostly white, the newer genres tend to be multiethnic. The alternative to alternative could be bands that look less like a stereotype of suburbia and more like...
...marijuana burnout from the '60s became evident, pot fell into relative disfavor. But in the past decade, media stories registering disapproval of marijuana have tapered off. It has hardly discredited the substance that Head Boomer Bill Clinton, after stating four years ago that he hadn't inhaled, told an MTV audience that he wishes he could have done so. The President's sneaking snickering line (a kid still putting one over on his parents) suggested the boomers' ambivalence about pot and a kind of time-warping refusal to see it or themselves honestly. A haze of self-cherishing nostalgia confuses...
...complained about Kundun. These kinds of culture clashes won't go away soon. "They don't have any idea what will happen once they become part of the world market," says Gere. "Russia learned how countries just can't pick and choose what they want to see--after MTV and cable TV come in, it all comes in. You can't hold back a flood...