Approximately 90.6 million American households in the United States received MTV as of January 2016. == History == === 1964–1977: Previous concepts === Ideas for music television began in the 1960s.
Approximately 90.6 million American households in the United States received MTV as of January 2016. == History == === 1964–1977: Previous concepts === Ideas for music television began in the 1960s.
Their 1964 film A Hard Day's Night, and particularly its performance of the song "Can't Buy Me Love", led MTV to later honor the film's director Richard Lester with an award for "basically inventing the music video". In his book The Mason Williams FCC Rapport, Mason Williams states that he pitched an idea to CBS for a television program featuring "video-radio", where disc jockeys played avant-garde art pieces set to music.
New Zealand was no stranger to music videos; in 1966, record companies began supplying the New Zealand Broadcasting Corporation with promotional video clips, as few artists made the long trip there to appear live. === 1981–1991 === ==== Official launch ==== On Saturday, August 1, 1981, at 12:01 a.m.
In 1970, Philadelphia-based disc jockey Bob Whitney created The Now Explosion, a television series filmed in Atlanta and broadcast in syndication by local television stations throughout the United States, featuring promotional clips from various popular artists; it was canceled by its distributor in 1971.
He tested the format by producing and hosting a 15-minute show, Album Tracks, on New York City's WNBC-TV in the late 1970s. Pittman's boss, Warner executive vice president John Lack, had shepherded PopClips, a TV series created by Monkee-turned-solo-artist Michael Nesmith, whose attention has turned to the music video format in the late 1970s.
In 1970, Philadelphia-based disc jockey Bob Whitney created The Now Explosion, a television series filmed in Atlanta and broadcast in syndication by local television stations throughout the United States, featuring promotional clips from various popular artists; it was canceled by its distributor in 1971.
PopClips inspiration came from a similar program on New Zealand's TVNZ network, Radio with Pictures, which premiered in 1976.
Prior to launch, the network was first tested on December 1, 1977, as Sight on Sound. The channel originally aired music videos and related programming as guided by television personalities known as video jockeys or 'VJs'.
However, it was no longer active by the time MTV launched in 1981. === 1977–1981: Pre-history === ==== Pre-launch as "Sight on Sound" ==== In 1977, Warner Cable, a division of Warner Communications and the precursor of Warner-Amex Satellite Entertainment, launched the first two-way interactive cable TV system, QUBE, in Columbus, Ohio.
Van Haas signed a deal with US Cable in 1978 to expand its audience from retail stores to cable TV.
For many years from the 1980s to the 2000s, the channel upheld a tradition of having a band perform a cover song at midnight immediately following the beginning of the new year. ==== Live concert broadcasts ==== Throughout its history, MTV has covered global benefit concert series live.
Before 1987, MTV featured almost exclusively music videos, but as time passed, they introduced a variety of other shows, including some that were originally intended for other channels. Non-music video programming began in the late 1980s, with the introduction of a music news show The Week in Rock, which was also the beginning of MTV's news division, MTV News.
Subsequently, grunge and alternative rock had a rise in mainstream cultures, while 1980s-style glam bands and traditional rockers were phased out, with a few exceptions such as Aerosmith and Tom Petty.
That year, MTV also attempted to introduce neo-swing bands, but they were not met with much success. ==== Rise of the directors ==== To accompany the new sounds that were appearing on MTV, a new form of music videos came about: more artistic, experimental, and technically-accomplished than those of the 1980s.
MTV (originally an initialism of Music Television) is an American cable channel that launched on August 1, 1981.
However, it was no longer active by the time MTV launched in 1981. === 1977–1981: Pre-history === ==== Pre-launch as "Sight on Sound" ==== In 1977, Warner Cable, a division of Warner Communications and the precursor of Warner-Amex Satellite Entertainment, launched the first two-way interactive cable TV system, QUBE, in Columbus, Ohio.
New Zealand was no stranger to music videos; in 1966, record companies began supplying the New Zealand Broadcasting Corporation with promotional video clips, as few artists made the long trip there to appear live. === 1981–1991 === ==== Official launch ==== On Saturday, August 1, 1981, at 12:01 a.m.
MTV's five original VJs in 1981 were Nina Blackwood, Mark Goodman, Alan Hunter, J.J.
The statuettes that are handed out at the Video Music Awards are of the MTV moonman, the channel's original image from its first broadcast in 1981.
The day of programming culminated in a three-hour celebratory live event called MTV20: Live and Almost Legal, which was hosted by Carson Daly and featured numerous guests from MTV's history, including the original VJs from 1981.
Additionally, MTV.com put together a "yearbook" consisting of the greatest videos of each year from 1981 to 2006.
We are really focused on our current viewers, and our feeling was that our anniversary wasn't something that would be meaningful to them, many of whom weren't even alive in 1981." ==== Decline in music videos ==== From 1995 to 2000, MTV played 36.5% fewer music videos.
Additionally, the historic Kabel typeface, which MTV displayed at the beginning and end of all music videos since 1981, was phased out in favor of larger text and less information about the video's record label and director.
The hard rock band Kiss appeared without their trademark makeup for the first time on MTV in 1983.
Rock legend David Bowie also questioned MTV's lack of black artists during an on-air interview with VJ Mark Goodman in 1983.
They never got charged with racism." However, critics of that defense pointed out that record companies were not funding videos for black artists because they knew they would have difficulty persuading MTV to play them. Before 1983, Michael Jackson also struggled for MTV airtime.
It underwent a transition to emulate a full Top 40 station in 1984.
MTV's influence on dance as well as music has carried through to this day. In 1984, more record companies and artists began making video clips for their music, realizing the popularity of MTV and the growing medium.
To accommodate the influx of videos, MTV announced changes to its playlists in the November 3, 1984, issue of Billboard that took effect the next week.
A majority of rap artists on MTV in the mid-1980s, such as Run-DMC, the Fat Boys, Whodini, LL Cool J and the Beastie Boys, were from the East Coast. ==== Video Music Awards ==== In 1984, the channel produced its first MTV Video Music Awards show, or VMAs.
The first award show, in 1984, was punctuated by a live performance by Madonna of "Like A Virgin".
This ensured that artists with chart hits got the exposure they deserved, with Medium being a home for established hits still on the climb up to the top 10; and Heavy a home for the big hitswithout the bells and whistlesjust the exposure they commanded. In 1985, MTV spearheaded a safe-sex initiative, in response to the AIDS epidemic, when it was perceived that many teens might be more receptive to the message there than from their parents.
For most of July 13, 1985, MTV showed the Live Aid concerts, held in London and Philadelphia and organized by Bob Geldof and Midge Ure to raise funds for famine relief in Ethiopia.
The show became so successful it spawned its own Most Wanted spinoff titled Most Wanted Jams. ==== First format evolution ==== In 1985, Viacom bought Warner-Amex Satellite Entertainment, which owned MTV and Nickelodeon, renaming the company MTV Networks and beginning this expansion.
A shortened version of the shuttle launch ID ran at the top of every hour in different forms, from MTV's first day until it was pulled in early 1986 in the wake of the Challenger disaster. The first music video on MTV, which at the time was available only to homes in New Jersey, was the Buggles' "Video Killed the Radio Star".
Presently, the Video Music Awards are MTV's most watched annual event. ==== Special, annual events ==== MTV began its annual Spring Break coverage in 1986, setting up temporary operations in Daytona Beach, Florida, for a week in March, broadcasting live eight hours per day.
Consequently, MTV and VH1 aired five hours of uninterrupted Live 8 coverage on July 9, with each channel airing other blocks of artists. ==== Formatted music series ==== MTV had debuted Dial MTV in 1986, a daily top 10 music video countdown show for which viewers could call the toll-free telephone number 1-800-DIAL-MTV to request a music video.
Martha Quinn's contract wasn't renewed in late 1986 and she departed the network.
In mid-1987, Alan Hunter and Mark Goodman ceased being full-time MTV veejays. Also in 1986, the channel introduced 120 Minutes, a show that featured low-rotation, alternative rock and other "underground" videos for the next 14 years on MTV and three additional years on sister channel MTV2.
Eight years later, on July 31, 2011, 120 Minutes was resurrected with Matt Pinfield taking over hosting duties once again and airing monthly on MTV2. Another late night music video show was added in 1987, Headbangers Ball, which featured heavy metal music and news.
Mark Goodman and Alan Hunter departed the network in 1987. In 1988, MTV debuted Yo! MTV Raps, a hip hop/rap formatted program.
Before 1987, MTV featured almost exclusively music videos, but as time passed, they introduced a variety of other shows, including some that were originally intended for other channels. Non-music video programming began in the late 1980s, with the introduction of a music news show The Week in Rock, which was also the beginning of MTV's news division, MTV News.
Mark Goodman and Alan Hunter departed the network in 1987. In 1988, MTV debuted Yo! MTV Raps, a hip hop/rap formatted program.
She was brought back in early 1989 and stayed until 1992.
Examples from the 1990s and 2000s include All Access Week, a week in the summer dedicated to live concerts and festivals; Spankin' New Music Week, a week in the fall dedicated to brand new music videos; and week-long specials that culminated in a particular live event, such as Wanna be a VJ and the Video Music Awards. At the end of each year, MTV takes advantage of its home location in New York City to broadcast live coverage on New Year's Eve in Times Square.
Alternative singers that were more pop-oriented were also added to the rotation with success, such as Alanis Morissette, Jewel, Fiona Apple, and Sarah McLachlan. ==== Gangsta rap ==== In the early-mid 1990s, MTV added gangsta rappers with a less pop-friendly sound to its rotation, such as Tupac Shakur, the Notorious B.I.G., Wu-Tang Clan, Ice Cube, Warren G, Ice-T, Dr.
I think they would've added to their creative contribution, not subtracted from it." ==== First reality programs ==== In the early-mid 1990s, MTV debuted its first reality shows, Real World and Road Rules.
The first round of these shows came with game shows such as Singled Out, reality-based comedy shows such as Buzzkill, and late-night talk shows such as The Jon Stewart Show and Loveline. ==== First animated programs ==== In a continuing bid to become a more diverse network focusing on youth and culture as well as music, MTV added animated shows to its lineup in the early 1990s.
In addition to airing original shows created specifically for MTV, the channel also occasionally aired episodes of original cartoon series produced by Viacom's sister channel Nickelodeon (Nicktoons) in the early 1990s. MTV has a history of cartoons with mature themes including Beavis and Butt-Head, Æon Flux, and The Brothers Grunt.
Examples from the early-mid 1990s include sketch-based comedies such as Just Say Julie, The Ben Stiller Show, The State, and The Jenny McCarthy Show. === 1997–2008 === ==== Teen pop ==== In late 1997, MTV began shifting more progressively towards teen pop music, inspired by the international success of the Spice Girls, the Backstreet Boys, and NSYNC in Europe.
MTV created four shows in the late 1990s that centered on music videos: MTV Live, Total Request, Say What?, and 12 Angry Viewers.
Examples from the late 1990s and early-mid 2000s include sketch-based comedies such as The Lyricist Lounge Show and Doggy Fizzle Televizzle, as well as soap operas such as Undressed and Spyder Games. === 2008–present === ==== FNMTV and AMTV ==== Prior to its finale in 2008, MTV's main source of music videos was Total Request Live, airing four times per week, featuring short clips of music videos along with VJs and guests.
The show was replaced by MTV Most Wanted in 1991, which ran until 1996, and later saw a spiritual successor in Total Request Live.
As the format of the network continued to evolve, more genres of shows began to appear. === 1991–1997 === ==== Alternative is mainstream ==== Nirvana led a sweeping transition into the rise of alternative rock and grunge music on MTV in 1991, with their video for "Smells Like Teen Spirit".
By late 1991 going into 1992, MTV began frequently airing videos from their heavily promoted "Buzz Bin", such as Nirvana, Pearl Jam, Alice in Chains, Soundgarden, Nine Inch Nails, Tori Amos, PM Dawn, Arrested Development, Björk, and Gin Blossoms.
She was brought back in early 1989 and stayed until 1992.
Despite these programs not being music video-based, all three shows were still largely based around the world of music. Following the success of the MTV Video Music Awards, in an effort to branch out from music into movies and broader pop culture, MTV started the MTV Movie & TV Awards in 1992, which continues presently.
By late 1991 going into 1992, MTV began frequently airing videos from their heavily promoted "Buzz Bin", such as Nirvana, Pearl Jam, Alice in Chains, Soundgarden, Nine Inch Nails, Tori Amos, PM Dawn, Arrested Development, Björk, and Gin Blossoms.
In 1992, Dr Dre's G funk single "Nuthin' but a "G" Thang" became a crossover hit, with its humorous House Party-influenced video becoming an MTV staple despite the network's historic orientation towards rock music. ==== Electronica ==== By 1997, MTV focused heavily on introducing electronica acts into the mainstream, adding them to its musical rotation, including the Prodigy, the Chemical Brothers, Moby, Aphex Twin, Pendulum, Daft Punk, the Crystal Method, and Fatboy Slim.
After pressure from the Music Video Production Association, MTV began listing the names of the videos' directors at the bottom of the credits by December 1992.
As with the original version of the series that ran from 1993 to 1997, the modern-day Beavis and Butt-head featured segments in which its main characters watch and satirize music videos, as well as the newer addition of reality TV shows such as Jersey Shore. In 2012, MTV debuted Clubland, which previously existed as an hour of EDM videos during the AMTV video block.
The MTV Europe Music Awards, or the EMAs, were created in 1994, ten years after the debut of the VMAs. These new shows were just the beginning of new genres of shows to make an impact on MTV.
Before its abrupt cancellation in 1995, it featured several hosts including Riki Rachtman and Adam Curry.
The program continued until August 1995; it was renamed to simply Yo! and aired as a one-hour program from 1995 to 1999.
We are really focused on our current viewers, and our feeling was that our anniversary wasn't something that would be meaningful to them, many of whom weren't even alive in 1981." ==== Decline in music videos ==== From 1995 to 2000, MTV played 36.5% fewer music videos.
The show was replaced by MTV Most Wanted in 1991, which ran until 1996, and later saw a spiritual successor in Total Request Live.
In 1992, Dr Dre's G funk single "Nuthin' but a "G" Thang" became a crossover hit, with its humorous House Party-influenced video becoming an MTV staple despite the network's historic orientation towards rock music. ==== Electronica ==== By 1997, MTV focused heavily on introducing electronica acts into the mainstream, adding them to its musical rotation, including the Prodigy, the Chemical Brothers, Moby, Aphex Twin, Pendulum, Daft Punk, the Crystal Method, and Fatboy Slim.
Examples from the early-mid 1990s include sketch-based comedies such as Just Say Julie, The Ben Stiller Show, The State, and The Jenny McCarthy Show. === 1997–2008 === ==== Teen pop ==== In late 1997, MTV began shifting more progressively towards teen pop music, inspired by the international success of the Spice Girls, the Backstreet Boys, and NSYNC in Europe.
R&B was also heavily represented with acts such as Aaliyah, Janet Jackson, Destiny's Child, 702, Monica, and Brandy. ==== Return of the Rock ==== Beginning in late 1997, MTV progressively reduced its airing of rock music videos, leading to the slogan among skeptics, "Rock is dead." The facts that at the time rock music fans were less materialistic, and bought less music based on television suggestion, were cited as reasons that MTV abandoned its once core music.
A daily music video program on MTV that carried the name Return of the Rock ran through early 2001, replaced by a successor, All Things Rock, from 2002 until 2004. ==== Total Request Live ==== In 1997, MTV introduced its new studios in Times Square.
As with the original version of the series that ran from 1993 to 1997, the modern-day Beavis and Butt-head featured segments in which its main characters watch and satirize music videos, as well as the newer addition of reality TV shows such as Jersey Shore. In 2012, MTV debuted Clubland, which previously existed as an hour of EDM videos during the AMTV video block.
Between 1998 and 1999, MTV's musical content composed heavily of videos of boy bands such as the Backstreet Boys and NSYNC, girl groups such as the Spice Girls, and teen pop "princesses" such as Britney Spears, Christina Aguilera, Jessica Simpson, and Mandy Moore.
A year later, in 1998, MTV merged Total Request and MTV Live into a live daily top 10 countdown show, Total Request Live, which became known as TRL.
The series came to an end with a special finale episode, Total Finale Live, which aired November 16, 2008, and featured hosts and guests that previously appeared on the show. From 1998 to 2003, MTV also aired several other music video programs from its studios.
The program continued until August 1995; it was renamed to simply Yo! and aired as a one-hour program from 1995 to 1999.
Between 1998 and 1999, MTV's musical content composed heavily of videos of boy bands such as the Backstreet Boys and NSYNC, girl groups such as the Spice Girls, and teen pop "princesses" such as Britney Spears, Christina Aguilera, Jessica Simpson, and Mandy Moore.
Some rock acts with more comical videos, such as Rob Zombie, Red Hot Chili Peppers and Foo Fighters, also received airtime. In the fall of 1999, MTV announced a special Return of the Rock weekend, in which new rock acts received airtime, after which a compilation album was released.
According to Nielsen, the average audience for the show was at its highest in 1999 and continued with strong numbers through 2001.
Other programs at the time included Sucker Free, BeatSuite, and blocks of music videos hosted by VJs simply called Music Television. ==== Milestones and specials ==== Around 1999 through 2001, as MTV aired fewer music videos throughout the day, it regularly aired compilation specials from its then 20-year history to look back on its roots.
An all-encompassing special, MTV Uncensored, premiered in 1999 and was later released as a book. MTV celebrated its 20th anniversary on August 1, 2001, beginning with a 12-hour long retrospective called MTV20: Buggles to Bizkit, which featured over 100 classic videos played chronologically, hosted by various VJs in reproductions of MTV's old studios.
In the 2000s, as the channel reduced its airtime for music videos and eliminated much of its in-house programming, its annual summer-long events came to an end. MTV also held week-long music events that took over the presentation of the channel.
Examples from the 1990s and 2000s include All Access Week, a week in the summer dedicated to live concerts and festivals; Spankin' New Music Week, a week in the fall dedicated to brand new music videos; and week-long specials that culminated in a particular live event, such as Wanna be a VJ and the Video Music Awards. At the end of each year, MTV takes advantage of its home location in New York City to broadcast live coverage on New Year's Eve in Times Square.
For many years from the 1980s to the 2000s, the channel upheld a tradition of having a band perform a cover song at midnight immediately following the beginning of the new year. ==== Live concert broadcasts ==== Throughout its history, MTV has covered global benefit concert series live.
The concept was reintroduced as Direct Effect in 2000, which became Sucker Free in 2006 and was cancelled in 2008, after briefly celebrating the 20th anniversary of Yo! MTV Raps throughout the months of April and May 2008.
These bands received some airtime on MTV and more so on MTV2, though both channels gave emphasis to the rock/rap acts. By 2000, Linkin Park, Sum 41, Jimmy Eat World, Mudvayne, Cold, At the Drive-In, Alien Ant Farm, and other acts were added to the musical rotation.
In the early 2000s MTV aired VJ for a Day, hosted by Ray Munns.
We are really focused on our current viewers, and our feeling was that our anniversary wasn't something that would be meaningful to them, many of whom weren't even alive in 1981." ==== Decline in music videos ==== From 1995 to 2000, MTV played 36.5% fewer music videos.
While music videos were featured on MTV up to eight hours per day in 2000, the year 2008 saw an average of just three hours of music videos per day on MTV.
A year later, in 2000, MTV's Fear became the first scare-based/supernatural reality show and the first reality show in which contestants filmed themselves.
MTV continued to experiment with late night talk shows in the early 2000s with relatively short-lived programs such as Kathy's So-Called Reality, starring Kathy Griffin; and The Tom Green Show. Some of the reality shows on the network also followed the lives of musicians.
Examples from the late 1990s and early-mid 2000s include sketch-based comedies such as The Lyricist Lounge Show and Doggy Fizzle Televizzle, as well as soap operas such as Undressed and Spyder Games. === 2008–present === ==== FNMTV and AMTV ==== Prior to its finale in 2008, MTV's main source of music videos was Total Request Live, airing four times per week, featuring short clips of music videos along with VJs and guests.
In January 2016, MTV returned to animation with Greatest Party Story Ever. ==== Recent comedy and drama programs ==== The channel expanded its programming focus in late 2000s and early 2010s to include more scripted programs.
A daily music video program on MTV that carried the name Return of the Rock ran through early 2001, replaced by a successor, All Things Rock, from 2002 until 2004. ==== Total Request Live ==== In 1997, MTV introduced its new studios in Times Square.
According to Nielsen, the average audience for the show was at its highest in 1999 and continued with strong numbers through 2001.
Other programs at the time included Sucker Free, BeatSuite, and blocks of music videos hosted by VJs simply called Music Television. ==== Milestones and specials ==== Around 1999 through 2001, as MTV aired fewer music videos throughout the day, it regularly aired compilation specials from its then 20-year history to look back on its roots.
An all-encompassing special, MTV Uncensored, premiered in 1999 and was later released as a book. MTV celebrated its 20th anniversary on August 1, 2001, beginning with a 12-hour long retrospective called MTV20: Buggles to Bizkit, which featured over 100 classic videos played chronologically, hosted by various VJs in reproductions of MTV's old studios.
MTV also launched subscription channel MTVX to play rock music videos exclusively, an experiment that lasted until 2002.
A daily music video program on MTV that carried the name Return of the Rock ran through early 2001, replaced by a successor, All Things Rock, from 2002 until 2004. ==== Total Request Live ==== In 1997, MTV introduced its new studios in Times Square.
The Osbournes, a reality show based on the everyday life of Black Sabbath frontman Ozzy Osbourne, his wife Sharon, and two of their children, Jack and Kelly, premiered on MTV in 2002.
A weekly block of music videos with the name Headbangers Ball aired from 2003 to 2011 on sister channel MTV2, before spending an additional two years as a web-only series on MTV2's website, until Headbangers Ball was discontinued once again in 2013.
In 2003, Carson Daly left MTV and TRL to focus on his late night talk show on NBC.
The series came to an end with a special finale episode, Total Finale Live, which aired November 16, 2008, and featured hosts and guests that previously appeared on the show. From 1998 to 2003, MTV also aired several other music video programs from its studios.
In the fall of 2004, Ozzy Osbourne's reality show Battle for Ozzfest aired; the show hosted competitions between bands vying to play as part of Ozzfest, a yearly heavy metal music tour across the United States hosted by Osbourne. In 2003, MTV added Punk'd, a project by Ashton Kutcher to play pranks on various celebrities, and in 2004 they added Pimp My Ride, a show about adding aesthetic and functional modifications to cars and other vehicles.
It began in 2003 and ran for four seasons, ending in early 2005; the couple later divorced.
All rock-centric shows were eliminated and the rock-related categories of the Video Music Awards were pared down to one. From this time until 2004, MTV made some periodic efforts to reintroduce pop rock music videos to the channel.
A daily music video program on MTV that carried the name Return of the Rock ran through early 2001, replaced by a successor, All Things Rock, from 2002 until 2004. ==== Total Request Live ==== In 1997, MTV introduced its new studios in Times Square.
Production ended on The Osbournes in November 2004.
In the fall of 2004, Ozzy Osbourne's reality show Battle for Ozzfest aired; the show hosted competitions between bands vying to play as part of Ozzfest, a yearly heavy metal music tour across the United States hosted by Osbourne. In 2003, MTV added Punk'd, a project by Ashton Kutcher to play pranks on various celebrities, and in 2004 they added Pimp My Ride, a show about adding aesthetic and functional modifications to cars and other vehicles.
While the ABC network showed only selected highlights during primetime, MTV broadcast 16 hours of coverage. Along with VH1, MTV broadcast the Live 8 concerts, a series of concerts set in the G8 states and South Africa, on July 2, 2005.
It began in 2003 and ran for four seasons, ending in early 2005; the couple later divorced.
As a black woman, I did not want that representing my people as the first black video on MTV." The network's director of music programming, Buzz Brindle, told an interviewer in 2006: "MTV was originally designed to be a rock music channel.
The phone number remained in use for video requests until 2006. 1986 also brought the departures of three of the five original VJs, as J.J.
The concept was reintroduced as Direct Effect in 2000, which became Sucker Free in 2006 and was cancelled in 2008, after briefly celebrating the 20th anniversary of Yo! MTV Raps throughout the months of April and May 2008.
Various other related MTV20 specials aired in the months surrounding the event. Janet Jackson became the inaugural honoree of the "MTV Icon" award, "an annual recognition of artists who have made significant contributions to music, music video and pop culture while tremendously impacting the MTV generation." Subsequent recipients included Aerosmith, Metallica, and the Cure. Five years later, on August 1, 2006, MTV celebrated its 25th anniversary.
Additionally, MTV.com put together a "yearbook" consisting of the greatest videos of each year from 1981 to 2006.
As a result of these programming changes, Justin Timberlake implored MTV to "play more damn videos!" while giving an acceptance speech at the 2007 MTV Video Music Awards.
Despite the challenge from Timberlake, MTV continued to decrease its total rotation time for music videos in 2007, and the channel eliminated its long-running special tags for music videos such as "Buzzworthy" (for under-represented artists), "Breakthrough" (for visually stunning videos), and "Spankin' New" (for brand new videos).
The concept was reintroduced as Direct Effect in 2000, which became Sucker Free in 2006 and was cancelled in 2008, after briefly celebrating the 20th anniversary of Yo! MTV Raps throughout the months of April and May 2008.
The series came to an end with a special finale episode, Total Finale Live, which aired November 16, 2008, and featured hosts and guests that previously appeared on the show. From 1998 to 2003, MTV also aired several other music video programs from its studios.
While music videos were featured on MTV up to eight hours per day in 2000, the year 2008 saw an average of just three hours of music videos per day on MTV.
A spin-off series from A Shot at Love, titled That's Amoré!, followed a similar pursuit from previous A Shot at Love contestant Domenico Nesci. MTV also welcomed Paris Hilton to its lineup in October 2008, with the launch of her new reality series, Paris Hilton's My New BFF.
Examples from the late 1990s and early-mid 2000s include sketch-based comedies such as The Lyricist Lounge Show and Doggy Fizzle Televizzle, as well as soap operas such as Undressed and Spyder Games. === 2008–present === ==== FNMTV and AMTV ==== Prior to its finale in 2008, MTV's main source of music videos was Total Request Live, airing four times per week, featuring short clips of music videos along with VJs and guests.
MTV was experimenting at the time with new ideas for music programs to replace the purpose of TRL but with a new format. In mid-2008, MTV premiered new music video programming blocks called FNMTV and a weekly special event called FNMTV Premieres, hosted from Los Angeles by Pete Wentz of the band Fall Out Boy, which was designed to premiere new music videos and have viewers provide instantaneous feedback. The FNMTV Premieres event ended before the 2008 MTV Video Music Awards in September.
With the exception of a holiday themed episode in December 2008 and an unrelated Spring Break special in March 2009 with the same title, FNMTV Premieres never returned to the channel's regular program schedule, leaving MTV without any music video programs hosted by VJs for the first time in its history. Music video programming returned to MTV in March 2009 as AMTV, an early morning block of music videos that originally aired from 3am to 9am on most weekdays.
In 2009, MTV aired Snoop Dogg's second program with the channel, Dogg After Dark, and the show College Life, based at the University of Wisconsin–Madison. ==== Further animated programs ==== MTV continued to produce cartoons with mature themes at this time including Celebrity Deathmatch, Undergrads, Clone High, and Daria. ==== Further comedy and drama programs ==== MTV continued to air both comedy and drama programs with scripted or improvised premises at this time.
With the exception of a holiday themed episode in December 2008 and an unrelated Spring Break special in March 2009 with the same title, FNMTV Premieres never returned to the channel's regular program schedule, leaving MTV without any music video programs hosted by VJs for the first time in its history. Music video programming returned to MTV in March 2009 as AMTV, an early morning block of music videos that originally aired from 3am to 9am on most weekdays.
The program initially aired weekly from MTV's studios in Times Square. ==== Recent music programs ==== MTV again resurrected the long-running series MTV Unplugged in 2009 with performances from acts such as Adele and Paramore.
The new show debuted as The Week in Jams on October 28, 2012. ==== Post-TRL live shows ==== MTV launched a live talk show, It's On with Alexa Chung, on June 15, 2009.
Beginning in the mid-2010s and continuing after, MTV shifted to heavy marathons of two to three shows, including Ridiculousness for most hours of programming. ==== Recent animated programs ==== In September 2009, the channel aired Popzilla, which showcased and imitated celebrities in an animated form.
The channel followed up with a similar television premiere of MTV Unplugged with Florence and the Machine on April 8, 2012. MTV launched 10 on Top in May 2010 with little promotion throughout its run, a weekly program airing on Saturdays and hosted by Lenay Dunn, that counted down the top 10 most trending and talked about topics of the week (generally focused on entertainment).
MTV aired similar one-hour live specials with music videos and news updates following the death of Whitney Houston on February 11, 2012, and the death of Adam Yauch of the Beastie Boys on May 4, 2012. The channel tried its hand again at live programming with the premiere of a half-hour program called The Seven in September 2010.
In January 2016, MTV returned to animation with Greatest Party Story Ever. ==== Recent comedy and drama programs ==== The channel expanded its programming focus in late 2000s and early 2010s to include more scripted programs.
Eight years later, on July 31, 2011, 120 Minutes was resurrected with Matt Pinfield taking over hosting duties once again and airing monthly on MTV2. Another late night music video show was added in 1987, Headbangers Ball, which featured heavy metal music and news.
A weekly block of music videos with the name Headbangers Ball aired from 2003 to 2011 on sister channel MTV2, before spending an additional two years as a web-only series on MTV2's website, until Headbangers Ball was discontinued once again in 2013.
MTV itself only mentioned the anniversary once on TRL. Although MTV reached its 30th year of broadcasting in 2011, the channel itself passed over this milestone in favor of its current programming schedule.
On June 12, 2011, MTV aired a traditional television premiere of a new installment of MTV Unplugged instead of a web debut.
Dunn also appeared in segments between MTV's shows throughout the day as a recognizable personality and face of the channel in the absence of traditional VJs aside from its MTV News correspondents. The animated series Beavis and Butt-head returned to MTV in October 2011, with new episodes.
The Seven was cancelled on June 13, 2011.
The short program, produced by MTV News, debuted in early 2011 and continues to air typically once every couple of weeks on any given weekday.
Since its debut in 2011, MTV First has featured high-profile acts such as Lady Gaga, Katy Perry, Usher, and Justin Bieber.
MTV again reintroduced animated programming to its lineup with the return of Beavis and Butt-Head in 2011 after 14 years off the air, alongside brand new animated program Good Vibes.
In 2012, Punk'd returned with a revolving door of new hosts per episode.
MTV announced plans to re-enter the late-night comedy space in 2012, with Nikki & Sara Live, an unscripted series by comedians Nikki Glaser and Sara Schaefer.
The channel followed up with a similar television premiere of MTV Unplugged with Florence and the Machine on April 8, 2012. MTV launched 10 on Top in May 2010 with little promotion throughout its run, a weekly program airing on Saturdays and hosted by Lenay Dunn, that counted down the top 10 most trending and talked about topics of the week (generally focused on entertainment).
As with the original version of the series that ran from 1993 to 1997, the modern-day Beavis and Butt-head featured segments in which its main characters watch and satirize music videos, as well as the newer addition of reality TV shows such as Jersey Shore. In 2012, MTV debuted Clubland, which previously existed as an hour of EDM videos during the AMTV video block.
The show had no host, but most editorial content was pushed online by the show's Tumblr and other social media outlets like Facebook and Twitter. MTV launched a new talk show based on hip hop music on April 12, 2012, called Hip Hop POV, hosted by Amanda Seales, Bu Thiam, Charlamagne, Devi Dev, and Sowmya Krishnamurthy.
The show was supposed to return in Fall 2012, but was moved to MTV2 instead, where it was rebranded and merged with Sucker Free Countdown.
The new show debuted as The Week in Jams on October 28, 2012. ==== Post-TRL live shows ==== MTV launched a live talk show, It's On with Alexa Chung, on June 15, 2009.
MTV aired similar one-hour live specials with music videos and news updates following the death of Whitney Houston on February 11, 2012, and the death of Adam Yauch of the Beastie Boys on May 4, 2012. The channel tried its hand again at live programming with the premiere of a half-hour program called The Seven in September 2010.
A weekly block of music videos with the name Headbangers Ball aired from 2003 to 2011 on sister channel MTV2, before spending an additional two years as a web-only series on MTV2's website, until Headbangers Ball was discontinued once again in 2013.
It was renamed Music Feed in 2013 with a reduced schedule.
Approximately 90.6 million American households in the United States received MTV as of January 2016. == History == === 1964–1977: Previous concepts === Ideas for music television began in the 1960s.
In the absence of daily live programs such as TRL, It's On with Alexa Chung, and The Seven to facilitate such segments, the channel now uses MTV First as its newest approach to present music video premieres and bring viewers from its main television channel to its website for real-time interaction with artists and celebrities. In April 2016, then-appointed MTV president Sean Atkins announced plans to restore music programming to the channel.
On April 21, 2016, MTV announced that new Unplugged episodes will begin airing, as well as a new weekly performance series called Wonderland.
In January 2016, MTV returned to animation with Greatest Party Story Ever. ==== Recent comedy and drama programs ==== The channel expanded its programming focus in late 2000s and early 2010s to include more scripted programs.
In July 2017, it was announced that TRL would be returning to the network on October 2, 2017.
As of 2019, the show currently airs on Saturday mornings as TRL Top 10.
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