AMTV
| Music Feed | |
|---|---|
 |
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| Also known as | AMTV |
| Genre | Music Videos |
| Country of origin | United States |
| Original language(s) | English |
| Production | |
| Running time |
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| Distributor | MTV Networks |
| Release | |
| Original network | MTV |
| Picture format | |
| Original release | March 30, 2009 – present |
Music Feed (formerly known as AMTV, which was stylized as AMtv, sometimes known as AMTV's Music Feed) is a television program on MTV in the United States, first aired unofficially as a sneak preview on March 26, 2009, and launched officially on March 30, 2009. It is the network's primary source of music video programming.
AMTV was originally scheduled to air Monday through Thursday on MTV (and MTV2) from 3 a.m. until 9 a.m. Eastern standard time (Friday from 3:00 a.m. to 6:00 a.m.) but around December 2009 the AMTV video block started to air from 3 a.m. to 8 a.m.
On December 5, 2016, Music Feed went on an extended hiatus that lasted until March 7, 2017. Following its return, the program has undergone a major readjustment as the running time has been decreased to only one hour. Currently, Music Feed airs in an early morning timeslot Tuesday through Friday, alternating between 4:00 and 5:00 a.m. ET each day.
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 broadcasting FNMTV, a similar Friday night themed block that consisted 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 that the Internet has replaced television as the preferred medium for watching music videos.
AMTV combines music videos with news updates, interviews, and live music performances. It features many full-length music videos, including some older videos, in a segment called "Throwback". During the program, the channel promotes related features on its music-based web site, MTVMusic.com.
MTV has resurrected its Unplugged series by airing individual acoustic performances during prime time hours, then placing the full episode on MTV.com and also playing many of the performances during AMTV over the next few days. MTV has also referred to the program as a "laboratory for advertising partnerships," meaning that an individual company could be the sole sponsor of the program on specific mornings, inserting its brand into the program in ways other than traditional TV commercials.
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