MTV to Put a Bit More Music Back, in the A.M.

By BRIAN STELTER
Published: March 29, 2009

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.

“We’re trying to move as the audience moves with their consumption habits,” Mr. Friedman said.

Bee needs to do this

She needs to do a Live album like Jay & Alica Keys.

Wow, I never thought they would start playing videos again. Even though it's in the morning, it's better than nothing.

I posted this in my blog last week about AMtv but I am so excited nonetheless!!!!!!

The play old videos too! Last week they played All The Small Things, Without Me and a few others!

There is a God!

I like the music video blocks, but they should incorporate the videos into other types of programs too like countdown shows or MTV should revive VH1's pop-up video series or their own "making the video" series.

ABOUT TIME!!!

This is great!

How about putting TRL back on,also Say What?,Direct Effect,and some other music shows

Also
Get rid of shows like Parental Control,The Hills,Yo Momma,any other stupid repative show that MTV has done (Minus Made,Jackass)

and then I will call MTV a music station again.Putting one show on doesn't mean ****.

good cause if i gotta watch another parental control or date my mom show again it's gonna be like Ja Rule and Ashanti's careers MURDAAAAAAAAAAAAAA!

Thanks, Mr. Friedman,

Now bring back TRL and Headbangers' Ball

dead

People still watch MTV?

Amazing news!

Utada performed "First Love" on MTV Unplugged. It's good to see they are bringing the music back. It wasn't gone that long though. ;p

Sorry to break it to you, but Headbangers Ball is on MTV2 and has been since May 2003. I wish Subterranean (or mtvU on MTV2 Hour) was aired on the main network.
I would love to see TRL back... but only if they do votes-only, not this rubbish chart ****. All Things Rock, Video Clash, DFX/Sucker Free, and MTV Tr3s on MTV hour should come to MTV.

3am???????????????????????????????????????

THANK GOD.

This is a good first step...but they need to add another 2 hour block AT LEAST at night when people are actually free to watch television.

I love how they play some old videos

this morning I saw Missy's "The Rain", Depeche Mode's "People Are People", Foo Fighters' "Lean To Fly", The Strokes' "Last Night" and Shakira's "Objection"