MTV creates new music video block in the morn

For early risers and insomniacs alike, MTV is creating a new block of music video playing time, running from 3 to 9 a.m.

According to the New York Times, “it will show music videos, news, interviews and performances, harking back to the network’s origins as a 24-hour home for music videos.”

Of course, since the 80s, MTV has come to be associated with other things–programming such as Real World and The Hills.

We’ve brainstormed, and decided that MTV could be doing this because music video rotation is cheaper–music videos come free, programming not so much–or because they realize there is an audience that yearns for it. Maybe because of both.

At any rate, the NTY article goes on: “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.”

So you can watch MTV when your eyes are glazed over, and also wake up and have MTV with your orange juice and cereal. Yay!

MTV is also bringing back ‘Unplugged’ which will, again, document the live work of bands in a prime time slot.