MTV networks going back to roots for July Fourth
NEW YORK (AP) — MTV,
VH1 and CMT are going back to their roots by showing videos as part of a
“Music Independence Day” on the Fourth of July.
Van Toffler, who
runs the networks for Viacom, said the idea is to give a boost to
musicians at a time of trouble for the industry and provide soundtracks
for the parties and gatherings people are having at home. The networks
said Wednesday they will let little-known artists compete for airtime.
The networks got their start primarily airing music videos but switched to other, more lucrative programming over the years.
Fourth of July special can also give the networks a boost since the
first week of July is traditionally the least-watched TV week of the
year, because so many people are outside.