MTV Invests In Music Videos, Starts New Show
Through their new project Supervideo, MTV is financing and producing music videos. The first feature to be created is "Pow Pow" by LCD Soundsystem. With this show, they're attempting to bring back the genre of videos that made the brand famous. Don't expect MTV to get back into the music business just yet though.
Reality shows and teen pranks are their foray now. Kashy Kahedi, the publisher of Mean Magazine, is behind this effort. He pitched the idea himself to David Gale, MTV’s executive VP of New Media. Both appear to be pining for simpler times, but with YouTube and VEVO, there's less of a need for MTV or Fuse, no matter how much we miss them. CMT is one of the few networks left banking on viewers watching videos on TV. They've done a great job at enticing interest in the video, showing the viewer what's currently playing throughout it, and hooking them into the next video to be played. It seems like simple things, but in the past, that's how it worked. Credits aired at the beginging and end of the video. The viewer didn't know what was going to play next until the current video ended.
Since, they've changed all of that and are winning in the space that MTV left years ago. But, if the ratings crash, who knows how long Supervideo will last.