Well I wrote some months ago about MTV’s attempt to return to music television and then, a few days ago, found these promos (which I never actually caught on TV) for FNMTV, MTV’s Friday night music show that sandwiches video premieres between live performances. There's a series of nine spots and instead of trying to subtly steer the MTV brand, they just blatantly point out MTV’s attempt to do what I talked about in my last post, bring the M(usic) back to MTV. More than half of the spots feature Heidi and Spencer from one of MTV’s most successful shows, “The Hills” mocking the networks move to nearly exclusively reality programming. In one of the spots, Pete Wentz (lead singer of Fall Out Boy, hubby of Ashlee Simpson, and host of FNMTV) actually makes direct reference to the program’s attempt to help the network rebrand, stating the show is “bringing MTV back to what it was.”
In another, Heidi wryly comments to Wentz that “I didn’t know music videos still existed.” But the real kicker for me is this: Pete actually refers to the network, not as MTV, but as Music Television, something I haven’t heard from them in a while. Maybe with all this promotion, FNMTV when it returns in November in the post-TRL era, really will be able to bring the cable channel closer to where it started… as the first network for music.
Preston Hershorn
Philadelphia
Subscribe to:
Post Comments (Atom)
Posts
No comments:
Post a Comment