With higher budgets, CMT began to utilize another MTV strategy by expanding their programming beyond just music videos (Underwood, 2007, 1E). Philips explains, “We want what every MTV network has, and that is a breakout defining original series… It’s the pop-culture references that the networks generate” (Larson, 2002).
Since country music content generally spoke to a certain audience, CMT attempted to make connections to mainstream culture through original shows. These shows were created to be more than just music videos, while maintaining strong ties to music. For example, to reach different audiences without changing what defines the genre of country music, CMT created a unique series in 2002 called CMT Crossroads. This program initially showcased collaborations between rock and country artists (combining MTV’s rock with CMT’s country), though expanding to other genres in the following years (Larson, 2002).
First CMT Crossroads – Lucinda Williams & Elvis Costello via cinelover on YouTube