StarBulletin.com

MTV puts its M online after years of just TV


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POSTED: Monday, November 03, 2008

Though the cheeseburger wrappers under our beds would make you believe we're perpetually 14 years old, Digital Slobs are well aware we're getting old.

There are tell tale signs on an almost daily basis.

Maybe it's the two Advil we have to pop to keep a firm, daylong grip on our TiVo remotes.

Maybe it's how when we read the fine print on Wii Sports about consulting a doctor before gameplay, we actually consult a doctor before gameplay.

Maybe it's how when we click to see a teen starlet's baby bump, what disturbs us most is that we have to squint to make it out.

But the biggest sign we're getting older is also one of the most universal: We remember a time when MTV actually played music videos.

The paradigm-shifting MTV mothballed music videos for reality programming a long time ago, but it kept the name.

After all, it's a simple, highly recognizable brand. Recasting it as “;20-Somethings Who Almost Succumb to Alcohol Poisoning on 'Real World/Road Rules Challenge: The Island' Television”; is cumbersome, even if you boil it down to a text-message-friendly “;20S WASAP'RW/RRCI'TV.”;

Therefore, the network asks us to suspend disbelief. Music Television, MTV, no longer puts music on television. And its main Web presence, MTV.com, seems a secondary source for secondary content (music videos) that has lost its primary one.

And its newest, newest redundant Web venture, MTVMusic.com (that's Music ... Television ... Music ... dot com), puts videos online that are not on TV, though they used to be on TV back when music videos were on TV, but they're not anymore because they're online on a Web site that has a “;T”; for television in its URL seemingly for no reason whatsoever.

  Suddenly, I need at least two Advil and I'm nowhere near my remote.

But never mind. Slobs know you'll never get through the Digital Age if you insist it all make sense. The fact is, MTVMusic.com is actually pretty cool.

Compared with YouTube, the site still offers only a tiny sliver of titles, and it often overlaps with MTV.com's video library.

However, the quality is more consistent than YouTube's random user-created uploads, and easier to navigate than MTV.com, minus most of its click-points that seem to all lead to “;The Hills.”;

On pleasant drives down Memory Lane, MTVMusic.com takes us to a simpler time in our lives, when we couldn't get a credit card because we'd never had one, rather than now, when we can't because we have too many.

Such titles as Dire Straits' “;Money for Nothing,”; The Buggles' “;Video Killed the Radio Star”; and Genesis' “;Abacab”; are grouped in most-viewed, top-rated and featured categories.

Perhaps the best search approach, however, is to simply scroll alphabetically, and you'll run across names you barely remember but come into sharp focus once the video streams.

For me, these included Midge Ure's “;Dear God”; and Adrian Belew's “;Pretty Pink Rose.”; Never heard of them? Well who cares? “;It's My Life”;—Talk Talk.

Check out MTVMusic.com and waste time the old-timey way—at least until the Advil kicks in.

 

Reach Star-Bulletin columnist Curt Brandao and subscribe to the free “;digitalslobpod”; podcast at digitalslob.com.