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| AMTV | |
|---|---|
 | |
| Genre | General programming |
| Country of origin | United States |
| Original language | English |
| Production | |
| Running time | 8 hours |
| Original release | |
| Network | MTV |
| Release | March 30, 2009 (2009-03-30) |
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AMTV (formerly known asMusic Feed, sometimes known asAMTV's Music Feed) is a television programming block onMTV in the United States that first aired unofficially as a sneak preview on March 26, 2009, and launched officially on March 30, 2009. It was originally the network's primary source ofmusic videoprogramming, but is now a general programming block.AMTV andAMTV2 were removed from MTV's lineup in 2017, but the AMTV logo remains in use during early morning general programming. For ratings purposes, the block is marketed as a separate network from MTV.[1]
AMTV signaled the newest return of music programming on MTV. The channel had gone without any music video programming during the first few months of 2009, after it ceased broadcastingFNMTV, a similar Friday night themed block that composed of short clips of music videos. The cancellation of MTV's flagship music program,Total Request Live, in November 2008 was also seen as the end of an era for MTV, leading critics to insist MTV's music brand is "irrelevant" and to conclude thatthe Internet has replaced television as the preferred medium for watching music videos.[2][3]
AMTV initially combined music videos with news updates, interviews, and livemusic performances.[2] It featured many full-length music videos, including some older videos, in a segment called "Throwback". During the program, the channel promoted related features on its music-basedweb site, MTVMusic.com.
MTV resurrected itsUnplugged series by airing individualacoustic performances during prime time hours, then placing the full episode on MTV.com and also playing many of the performances duringAMTV over the next few days. MTV has also referred to the program as a "laboratory for advertisingpartnerships," meaning that an individual company could be the sole sponsor of the program on specific mornings, inserting itsbrand into the program in ways other than traditionalTV commercials.[2]
As of August 18, 2009,AMTV began airing weather. At some point,AMTV added a top 10 countdown that started to air in the 8 a.m. ET hour. The countdown ceased sometime in December 2009 but returned in its new 7 a.m. ET time slot on January 6, 2010.
AMTV's schedule changed a number of times throughout 2012 and more recently ended at 8 a.m. ET and excluded Monday airings. From April 16, 2012, the Monday block returned and videos went to 9 a.m. ET again.
The 8 a.m. ET hour continued to come and go since April 2012, but notably (since sometime in 2011) were the main stay playlists that made upAMTV. These playlists were the most common onAMTV and each lasted an hour without any specific order in which they aired:Clubland,Fiercest Females,Killer Collaborations,Sucker Free Playlist,Morning Jams,Wake & Shake. Specialty playlists appeared from time to time to support upcoming programming such as new programming and upcoming award shows.
As of January 2013, the order of programming onAMTV was as follows: 3 a.m. ETClubland, 4 a.m.Rise & Grind, 5 a.m.Killer Collaborations, 6 a.m.MTV Jams, 7 & 8 a.m.,Wake & Shake. The 8 a.m. ET hour of the block also aired specialty playlists on occasion.
MTV changed the airtime and length ofAMTV frequently as 2013 progressed, announced only through their schedule. Airing ofAMTV began to exclude Mondays and Tuesdays at this point, and as of September 16, 2013, allAMTV blocks were now sub-titled as "Buzzworthy".
Starting in late September 2013, all playlists were scheduled as "Music Feed", though the AMTV logo was still present in the block's graphics;Clubland became the only remaining separately-branded playlist.
On December 5, 2016,Music Feed went on a hiatus which lasted until March 7, 2017. Following its return, the program saw a major readjustment as the running time was decreased to only one hour. During this time,Music Feed aired in an early morning timeslot Tuesday through Friday, alternating between 4:00 and 5:00 a.m. ET each day.[4] This format lasted until April 21, 2017, whenMusic Feed was ultimately removed from MTV's morning lineup.
Since the cancellation of AMTV as a programming block, the AMTV logo remains as anon-screen bug for all MTV programming airing between 3 a.m. and 11 a.m. ET/PT; as of late May 2020, music programming remained on the network throughFresh Out Live, an eight-minute interstitial which aired on Fridays at 5 p.m. ET/PT, and the programFresh Out Playlist, which began on February 8, 2020, and aired on Saturday mornings at 8 a.m. ET/PT; the AMTV bug could be seen duringFresh Out Playlist due to its timeslot. Currently, scheduled music video programming on MTV is limited to one hour per week: Mondays at 3 a.m.
| AMTV | |
|---|---|
| Also known as | MTV2 Music Mix |
| Genre | Music Videos |
| Country of origin | United States |
| Original language | English |
| Production | |
| Running time | 5 hours |
| Original release | |
| Network | MTV2 |
| Release | 2009 (2009) – November 6, 2017 (2017-11-06) |
Sister networkMTV2 debuted a similar program known as"AMTV2".AMTV2 first ran from 3 a.m. – 9 a.m. Mondays - Thursdays. In the 8 a.m. hour,AMTV2 previously ran a top 10 countdown much likeAMTV does in the 7 a.m. hour. These videos were limited to hip hop and rock genres.
As of March 16, 2010, encore episodes ofSucker Free Daily aired at 8:30 a.m. ET/PT, ending the top 10 countdown for that week. The top 10 has not returned in the final hour (8 a.m. ET/PT) afterSucker Free Daily was moved to 7:30 a.m. ET/PT.
As of the week of January 17, 2011,AMTV2 ended at 7:30 a.m. ET/PT and no longer resumed at 8 a.m. ET/PT afterSucker Free Daily. The 8 a.m. hour was sometimes used to air music specials such asUnplugged,World Stage, or other music related series.
At some point in early 2011,AMTV2's graphics changed to reflect the new nameMorning Music Buzz, though theAMTV2 graphic "bug" remains on the screen.
On February 12, 2012,AMTV2 aired Sunday from 8 a.m. – 9 a.m., its only weekend airing. The hour block was dedicated toWhitney Houston videos, which came a day after the news broke of her sudden death. Earlier in the morning on February 12, 2012, from 2 a.m. – 3 a.m. ET, an hour-long music block of Whitney Houston videos aired as well, which cut into the first hour of a re-airing of the filmBride of Chucky.
During its final years of broadcast,AMTV2 aired on weekday mornings from 4 a.m. – 9 a.m. ET/PT.AMTV2 was removed from MTV2's morning lineup on November 6, 2017. The last music video to be aired onAMTV2 was "Feelings" byHayley Kiyoko.