MTV has changed quite a bit since JJ Jackson and the other original VJs first aired on the world's first all-video network. This little experiment has changed music and unfortunately reality TV as we know it. The days of MTV News bringing anything newsworthy and relevant are over, as is MTV's former commitment to bringing unknown talent to the mainstream. But wait! According to MTV's General Manager Scott Friedman, AMTV will soon premiere to showcase more music from up-and-coming artists and mainstream ones when most people are asleep or too consumed with other things to really pay attention to music programming: from 3 am to 9 am. 

Friedman's thinking, which isn't very sound, goes something like this: Since most people liked Unplugged for example, let's put up small snippets of it and force them to only watch it in its entirely on MTV's website or during hours when they'll be otherwise occupied. Makes perfect sense, right? It seems to me that AMTV could stand for the "antithesis to MTV." More bungled reasoning can also be found with MTV's choice to have the music-centered hours be sponsored by advertising dollars. Since when does MTV need sponsors to provide airtime to air "musical content?" Is this not an oxymoron in the complete sense of the word?