MTV launched in the United States on August 1, 1981 with “Video Killed the Radio Star." MTV was a corporate product created by Warner Cable. Using video clips and video jockey hosts it was a low cost channel benefitting from content rights and distribution gains paid by record companies. The company used two historic marketing campaigns. They interrupted each hour showing an astronaut planting the MTV logo on the moon announcing music news. They also invited top musicians to convince viewers to add the channel to more cable networks, shouting "I want my MTV." Read more about early MTV US.
By 1985, the record industry passed its peak and Viacom bought MTV with an intention to go global. They launched in Europe on August 1, 1987 with Dire Straights, “Money for Nothing/I Want My MTV.” The only prime competitor was Viva in Germany which was bought by MTV in 2004. MTVE works regionally Central, North etc, with multi-language VJs and commercials. The European Music Awards, EMA, brings all nations together but consistently awards US performers.
In a different look at European music media, Josephine Bosma studied the techno subculture in "12" as Medium." The article observes the connection between the introduction of the 12" single record and the DJ and club culture that emerged at the same time. Focusing on Germany, Bosma describes the techno subculture in the words of Dick Hebdige, “hiding in the light.” Techno was obvious to the world but somewhat missunderstood. Techno was an outsider youth genre that depended on the 12" which was loved by DJs as they could easily play one song and move to the next.