|Why won't MTV play music videos? A former employee aims to answer that question once and for all.|
Humanity's collective attention span is shrinking by the week. We now consume information on an on-demand basis. Gone are the days of waiting through what we don't want until we reach what we do. And that, more than anything, is why the televised music video is dead. These days, no one is going to wait through the likes of Taylor Swift, Justin Bieber and Ke$ha hoping to catch something from Foo Fighters. Could you really envision yourself sitting down and watching one uninterrupted hour of popular music videos? It simply ain't happening.
Guess what channel does play music videos all day long? mtvU. Guess who watches mtvU? ALMOST NO ONE! There are commercials for Lady Footlocker that rate significantly higher.