Wednesday, August 3, 2011

MTV doesn't Celebrate its 30th Birthday

MTVMTV bizarrely refused to celebrate its own 30th birthday, and just treated it like any other day.

"MTV as a brand doesn't age with our viewers," explained Nathaniel Brown, senior vice president of communications for MTV, who confirmed that there were no plans for an on-air MTV celebration. "We are really focused on our current viewers, and our feeling was that our anniversary wasn't something that would be meaningful to them, many of whom weren't even alive in 1981."

While the point is is well taken, it doesn't seem like MTV has much issue with NINETIES nostalgia (as evidenced by the network's recent "120 Minutes" and "Beavis & Butt-Head" revivals). So even a tribute to MTV's later shows ("Club MTV," "Headbanger's Ball,"

"Yo! MTV Raps," "Unplugged," "The Week In Music" with the impeccably smarmy Kurt Loder) could have provided enough fodder for a month-long celebration of MTV's genuine importance in youth culture (and would have been a welcome reminder that the "M" in "MTV" used to stand for "music").

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