Tuesday, March 31, 2009

MTV to Show Music Videos...from 3am til 9am

via. HHU

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.

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.

Full Story Via NY Times

1 comment:

CaliforniaSoul said...

No matter how simple it is to look up music videos on the web music will never be irrelevent on television...So this is a good decision only problem is the time slot...for me at least