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MTV Returning to Music Programming?


06/03/2008
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(antiMusic) Could MTV be returning to music programming? We were sent a press release that says that the reality channel will be offering a "24/7 non-stop summer music celebration." Sounds good but will be the "Now! That's What I Call Music" brand of music or real music? Here is what they had to say: This summer won't be remembered for the warm weather, ice cream trucks or girls in bikinis. 2008 is an "F'N MTV Summer!" What is "F'N MTV?" A 24/7 non-stop summer music celebration for and by the music fans, combining the best music experiences from TV and the Web.

Each week MTV will premiere exclusive music videos and performances from the most talked about and soon to be talked about musicians. But in the end, it is all about the fans – as MTV turns over the controls to let them create their own music experiences on MTV.com and choose the best of the best to make it onto MTV for the world to see.

Kicking off "F'N MTV" will be "F'N MTV Premieres…" beginning Friday, June 13th at 8pm ET/PT. The new Friday night music event, hosted by Pete Wentz of Fall Out Boy, will shine the spotlight on what viewers love best about music on television – the exclusive, epic live event that can't be missed. Each week MTV will exclusively debut the hottest videos and set the stage for amazing live performances and special guest appearances. Artists featured on "F'N MTV Premieres…" will range from the up and coming to the already arrived. Panic at the Disco, Flo-Rida, The Ting Tings, Snoop Dogg, Lil' Wayne, The Pussycat Dolls, Duffy, Boys Like Girls and Vampire Weekend are some of the enormous talent already confirmed for the show.

After the debut of exclusive new videos and live performances each Friday night, the show never stops throughout the week, as fans are invited to put their own take on the music they have seen -- like it? hate it? play with it, create it, and totally reinterpret it! Can you measure up to the vocal stylings of Usher? Send in those Karaoke videos! Do you have an opinion about a video you want to weigh in on? We want to hear your review! The F'N MTV site on MTV.com will be the place for users to view all the submitted UGC. Music fans will then be the judge and jury as they determine the best of the best fan-submitted content that will make its way back onto the MTV big screen -- from fan-submitted videos to user text comments, each showcased with the corresponding music videos played on-air.

"F is for feedback, N is for new, and together 'F'N MTV' is the summer music event that brings it all together. Starting in June, MTV will focus on exclusive NEW music video premieres, and via mtv.com, the instantaneous feedback from our audience and culture at large as they make the music their own," said Brian Graden, President of Entertainment, MTV Music Group. "MTV's new paradigm enables us to not only initiate a conversation around music via flagship premieres, but also reflect that conversation back on television in real time. 'F'N MTV,' along with interactive amateur competitions like 'America's Best Dance Crew' and 'Making the Band,' the perennial viewer-driven 'TRL,' further MTV's mission of enabling this generation's great musical democracy."

"Our audience has an insatiable hunger for the new and the fresh... We're going to be loud about what's new and use the power of MTV to engage music fans around music videos." said Amy Doyle, SVP, Music and Talent, MTV. "Every week this summer we are going to highlight the most exciting artists and music and elevate the true art of the music video."

MHD will also add to the "F'N MTV" summer music strategy by airing weekly "FNM TV Premieres... Live Sets" show packages consisting of live performances that were featured on the show. Each performance package will air several times in HD throughout the week after their Friday premiere. In addition, leading up the "F'N MTV Premieres…" show's season finale MHD will run a marathon of all the Live Sets featured.

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