In a shocking twist ... MTV decides to air music videos! - Sitcoms Online Message Boards

Brian Damage · 03-30-2009, 10:28 PM

http://www.nytimes.com/2009/03/30/bu...2&ref=business

MTV is adding more music videos to its schedule — at 3 a.m.

On Monday the network starts “AMTV,” a six-hour block for music and advertising experimentation. From 3 to 9 a.m. Monday through Thursday, it will show music videos, news, interviews and performances, harking back to the network’s origins as a 24-hour home for music videos.

Now, of course, the network is more synonymous with unrealistic reality shows like “The Hills” than with music. Over the years the network, a unit of Viacom, has relegated music videos to its less popular digital channels and intermissions between shows.

But the network says that by carving out a new space for artists in the mornings, it is rethinking how it programs music. Stephen Friedman, the general manager of MTV, said the new schedule “creates more sampling opportunities” for viewers.

“It gives us a much wider palette to experiment,” he said.

The network is bringing back “Unplugged,” its series of acoustic performances by artists. Mr. Friedman said the mornings would always be “complemented by a prime-time connection,” when the network sees its highest ratings.

“If we take ‘Unplugged,’ which our audience still knows and loves, and do a four-minute version after our highest-rated program in prime time, and then we say, ‘You can get it all immediately on MTV.com or see the full thing for the next four days in the morning,’ we’re going to have a lot more people watching,” he said.

Critics of MTV say that its music brand is all but irrelevant now, since countless music videos and songs are only a click away on YouTube and other Web sites. The network canceled “TRL,” its long-running video countdown, last fall after years of sagging ratings. Mr. Friedman acknowledged that music had not always drawn “the level of viewership we hope for,” but nonetheless he said, “we know our audience wants more of it.”

The “AMTV” hours will not be measured by Nielsen’s ratings service. MTV is calling the morning block a laboratory for advertising partnerships; sometimes a company could sponsor all six hours, and other times it could insert its brand into individual segments.

ekkostar · 03-30-2009, 10:31 PM

They're finally bringing back the morning block???
YES!!! Although I don't really like the new block title, reminds me too much of USA's USAM block.

Marvo301 · 03-30-2009, 10:34 PM

Music videos on Music Television? I'm shocked! I never thought I would see something like this in my lifetime!!

catlover79 · 03-30-2009, 11:16 PM

MonarC · 04-01-2009, 10:28 AM

Too little too late. Even if they do show videos. Most of them suck anyway.

browneyes106 · 04-01-2009, 07:49 PM

I guess it is sort of cool to see videos again on MTV. The only non-music related show I like on MTV is True Life.

MrCleveland · 04-05-2009, 01:29 PM

I want my MTV...again!

03-30-2009, 10:28 PM	#1
Brian Damage I'm Rich Bitch Forum Icon Join Date: Feb 03, 2002 Location: What Ain't No Country I Ever Heard Of...They Speak English in What? Posts: 63,107	In a shocking twist ... MTV decides to air music videos! http://www.nytimes.com/2009/03/30/bu...2&ref=business MTV is adding more music videos to its schedule — at 3 a.m. On Monday the network starts “AMTV,” a six-hour block for music and advertising experimentation. From 3 to 9 a.m. Monday through Thursday, it will show music videos, news, interviews and performances, harking back to the network’s origins as a 24-hour home for music videos. Now, of course, the network is more synonymous with unrealistic reality shows like “The Hills” than with music. Over the years the network, a unit of Viacom, has relegated music videos to its less popular digital channels and intermissions between shows. But the network says that by carving out a new space for artists in the mornings, it is rethinking how it programs music. Stephen Friedman, the general manager of MTV, said the new schedule “creates more sampling opportunities” for viewers. “It gives us a much wider palette to experiment,” he said. The network is bringing back “Unplugged,” its series of acoustic performances by artists. Mr. Friedman said the mornings would always be “complemented by a prime-time connection,” when the network sees its highest ratings. “If we take ‘Unplugged,’ which our audience still knows and loves, and do a four-minute version after our highest-rated program in prime time, and then we say, ‘You can get it all immediately on MTV.com or see the full thing for the next four days in the morning,’ we’re going to have a lot more people watching,” he said. Critics of MTV say that its music brand is all but irrelevant now, since countless music videos and songs are only a click away on YouTube and other Web sites. The network canceled “TRL,” its long-running video countdown, last fall after years of sagging ratings. Mr. Friedman acknowledged that music had not always drawn “the level of viewership we hope for,” but nonetheless he said, “we know our audience wants more of it.” The “AMTV” hours will not be measured by Nielsen’s ratings service. MTV is calling the morning block a laboratory for advertising partnerships; sometimes a company could sponsor all six hours, and other times it could insert its brand into individual segments.
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03-30-2009, 10:31 PM	#2
ekkostar Coffee, Tea & Larroquette! Senior Member Join Date: Apr 16, 2005 Posts: 1,077	They're finally bringing back the morning block??? YES!!! Although I don't really like the new block title, reminds me too much of USA's USAM block.
	__________________ "All my sitcoms had an audience, with four or five cameras, so working this way has always been appealing to me." - John Larroquette A living legend, five Emmys and a Tony award! Your favorites could never...

03-30-2009, 10:34 PM	#3
Marvo301 I'm NOT a Blockhead! Forum Celebrity Join Date: May 17, 2002 Location: The Great White North Posts: 21,460	Music videos on Music Television? I'm shocked! I never thought I would see something like this in my lifetime!!
	__________________ Only a life lived for others is worth living. Albert Einstein A life isn't worth living unless it has impact on other lives. Jackie Robinson Be always at war with your vices, at peace with your neighbors, and let each new year find you a better man. Benjamin Franklin

03-30-2009, 11:16 PM	#4
catlover79 God Bless Val Forum Addict Join Date: May 29, 2006 Location: Bewitched in Ohio Posts: 70,392
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04-05-2009, 01:29 PM	#7
MrCleveland Drew Carey from Hell Forum Star Join Date: Nov 10, 2007 Location: The City of Cleveland, in The State of Cleveland, in The United States of Cleveland Posts: 14,231	I want my MTV...again!
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04-01-2009, 10:28 AM	#5
MonarC The truth will set you free Forum Fanatic Join Date: Dec 05, 2002 Location: 3rd Stone From The Sun Posts: 9,525	Too little too late. Even if they do show videos. Most of them suck anyway.

04-01-2009, 07:49 PM	#6
browneyes106 Member Forum Veteran Join Date: Apr 01, 2008 Posts: 6,094	I guess it is sort of cool to see videos again on MTV. The only non-music related show I like on MTV is True Life.