This morning I heard that MTv, a Viacom owned company, has recently created http://www.mtvmusic.com/, a site completely dedicated to music videos. After about a minute of thinking ‘Oh, that’s cool.’ I started thinking how ironic it is that I was amazed that create such a thing. Go figure. MTv put out a music video site. You know, a site filled solely with music videos.

No, wait. Isn’t that what they’re supposed to do?

OH, I REMEMBER NOW! MTv BARELY PLAYS MUSIC VIDEOS AT ALL THESE DAYS.

Rather than entertaining videos most of the crap on MTv is craptacular programming. Remember when all they did was play videos? Oh, yeah. That was the 80’s. When the network ventured out into original programming in the early 90’s my roomies in college and I would watch shows like Liquid Television and MTv’s half-hour comedy hour religiously. We got to see Adam Sandler’s early days on the television show Remote Control (oh, man, I miss Kari Wuhrer), the emergence of Jenny McCarthy and Ben Stiller. We were amazed by all of those early years of the Spring Break parties, 120 Minutes and a couple of other golden nuggets.

These days? Not so much. I can’t tell you the last time I saw a full length video on regular MTv. Sure, you can catch them on the MTv station geared towards colleges or you could watch MTv2. But why? Why should you have to go to a completely different MTv channel to watch what made the network such a vital piece of our culture?

Too little too late? I don’t know. It seems like they’re jumping on the community site/social networking bandwagon, too. I realize that diversifying their offerings is one way to keep generations of viewers hooked but at what point will they realize that they’ve over saturated their brand with second rate, ass-tastic programming?

MTv, you’ve lost your way. Hopefully you’ll be able to get back on being relevant again. You’ve put out a site that only serves music videos. I shouldn’t have to congratulate you about that. It’s about damn time. Let’s hope you don’t screw it up by putting out any of your other programming any time soon.

Video killed the radio star, indeed.