Did you watch MTV this morning? If so, you were probably surprised to see what some of us aging hipsters used to call "music videos" airing in between all those Proactiv commercials and MTV News breaks.The network, now known for pseudo-reality shows like The Hills and The City, is finally going back to devoting a good chunk of airtime to music -- that's what the "M" in "MTV" stands for, kiddos! The network kicked off "AMTV," a six hour block of music videos and news, early this morning. "AMTV" will air from 3 to 9 a.m. Monday through Thursday and will mix celebrity interviews, taped live musical performances, promos for shows like the revamped MTV Unplugged and, yes, music videos, among other segments.
Stephen Friedman, the general manager of MTV, says "AMTV" is designed to give viewers a "sampling" of what the network offers in prime time along with a heavy dose of music videos and ads. Lots and lots of ads.
The "AMTV" ratings will not be measured by Nielsen. It seems MTV is using this new programming block to test out new advertising models and partnerships. According to the New York Times, "sometimes a company could sponsor all six hours, and other times it could insert its brand into individual segments." (Blech.)
I'm happy that a few hours of MTV might resemble its heyday as a 24-hour venue for music videos, but I'd rather see entire shows devoted to music, like 120 Minutes or Yo! MTV Raps, return than a bunch of random videos squeezed in between show promos and ads in the wee hours of the A.M. Anybody with me?
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Reader Comments (Page 1 of 1)
3-30-2009 @ 2:24PM
David said...
Someone Please no more reality shows!!!!!!!!! They are taking over all the Channels, MTV TV Land
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3-30-2009 @ 2:32PM
SaveTheMusic! said...
If by music, you mean Britney Spears, and the Jonas Brothers, I would rather watch the test pattern.
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3-30-2009 @ 3:01PM
Andrew Cheadle said...
I must have it good because I have Verizon FiOS and I get three MTV video channels (MTV-U, MTV Jamz and MTV Hits) which, occasionally show Alternative music. I wouldn't turn on MTV and hold my breath for a Coldplay video.
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3-30-2009 @ 4:31PM
Franklin said...
MTV. That still on? Why?
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3-30-2009 @ 9:02PM
JW said...
Why even bother if it's going to be on from 2am to 8am (central time)? I know a lot of youngsters stay up late, but really? Start around 10am or 11am and just go through till primetime.
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5-03-2009 @ 10:49PM
Preston said...
It's LONG OVERDUE! They've gone for about 2-3 years showing reality shows back to back, sometimes marathons of them on weekends, and hardly any full music videos. Those artists NEED that exposure with the videos! Even someone starting out. MTV put all their money on The Hills and Making the Band and The Real World for years and now they find that this pattern is drying up! I think that the fans demanded the music videos come back because they were MTV's trademark for 20 years or so until The Real World took over. Even if they're showing them late at night, at least that's a good start. I'd like them to show them on primetime, maybe ditch 2 or 3 of those reality shows and nonmusic programming to show several hours of them. I don't think that they want to go back to the business of showing 24 hours of music videos nonstop, but a little less than that. Maybe they listened to Justin Timberlake's rant on the 2007 MTV Video Music's awards when he demanded the network to show more videos again. That must have been in their heads and craniums for 18 straight months until their decision now.
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