Jim Carroll

Music, Life and everything else

Has the time come to put the music back into MTV?

MTV UK announced plans this week for a new flagship channel which will, hold the front page, play music videos. The new channel is to be called MTV Music and, according to the network’s David Lynn, will break new artists …

Fri, Jan 21, 2011, 09:30

   

MTV UK announced plans this week for a new flagship channel which will, hold the front page, play music videos.

The new channel is to be called MTV Music and, according to the network’s David Lynn, will break new artists and develop new talent. It will also feature “some of the greatest live performances ever” so Dire Straits’ fans are well catered for.

Of course, it’s a long time since MTV was a channel which just played music videos. It’s become synomous in recent years with reality TV shows like The City (Kerry footballer Paul Galvin is a big fan), The Hills, Jersey Shore, Pimp My Ride, Laguna Beach: The Real Orange County and My Super Sweet 16.

You want to see a video, old timer? Go to YouTube or one of a zillion specialised music channels (including other MTV-branded ones).

But perhaps the time is right for MTV to re-establish its credentials and show that the “M” stands for music not mediocrity.

As people move away from purchasing physical and even digital music in favour of streaming, it’s noticable that YouTube, in particular, is attracting a lot of traffic from music fans.

It’s unlikely that long overdue record industry initiatives like On Air, On Sale, which removes the gap between a record being promoted on radio and when it goes on sale, will change this state of affairs.

However, we’re sure some MTV execs are looking at the traffic YouTube attracts and thinking about grabbing a slice of that advertising pie. As they probably keep reminding themselves, MTV invented the music television shizzle (or at least had better PRs than everyone else) so it could time to retake the castle. Whether they could actually succeed is another matter entirely.

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