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European Journal of Communication
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Young People and Music Television in the Netherlands

Gerrit A.J. van der Rijt

Leen S.J. d'Haenens

Ronald H.A. Jansen

Cor J. de Vos

When on 1 May 1995 TMF (The Music Factory) started off as the first local popular music television station on Dutch cable, it tried right away to compete with MTV. This article, based upon a telephone survey among a national sample of 400 people, shows ample evidence that people not only watch TMF more frequently than MTV, but that on average they like TMF a lot more. Moreover, TMF seems to be better able to fulfil the music needs of Dutch teenage viewers. TMF programming fits the youth subcultures of the `gabbers' and the hiphoppers. The subcultures that are best served by MTV are those whose members like rock music: punk, alto, metal and skater. Hence the subcultures which TMF serves are much larger in number than MTV's. Therefore it seems that TMF has been able to adjust better to local conditions and that its programming is better suited to the local target groups than MTV's.

Key Words: music television • telephone survey • the Netherlands • young • people • youth subcultures

European Journal of Communication, Vol. 15, No. 1, 79-91 (2000)
DOI: 10.1177/0267323100015001004
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[Abstract] [PDF]