Video Killed the Radio Star – this is the first music video that has been played when MTV was launched in 1981. Fast forward to 2016, MTV, as many would agree, is almost dying. While it used to be the go-to channel for listening to music and watching videos, times have changed. In a digitally-connected world and in a society that is shaped by the internet, people have found MTV alternatives.

With this, there is no doubt that the management is currently struggling. They have made major moves to reinvent themselves in the past, but still, none of the efforts seemed to have sufficed. They still exhibit dismal performance, prompting the creative minds behind the channel to keep on being inventive.

To remain relevant in modern times, MTV plans to do one aggressive move – <a href="http://www.inlander.com/spokane/internet-killed-the-video-star/Content?oid=2759590" target="_blank">to do away with music videos</a>. The music feed program is going to be limited during midnight. This is the only time wherein you can watch music videos. Instead of playing music videos during day and nighttime programming, the management wishes to concentrate on music-related shows.

Unplugged, a previous show is planned to be brought back but with an updated look. Wonderland, a competition featuring aspiring hip-hop artists, is also in the works. Justin Bieber will also produce a show wherein contestants will undergo a 24-hour song writing competition. The channel intends to focus on these types of shows, which can offer entertainment value and can trigger a higher level of engagement compared to music videos that are played repeatedly.

Why is MTV taking this route? According to Sean Atkins, MTV President, they plan to go back into music. This is in line with the belief that internet has killed the video star. By going back to music, however, it does not mean that they will be showing music videos like before. Instead, it will be centered in music programming. This is going to be a music-intensive channel without the need to concentrate on music videos.

If you want to watch videos, you do not need MTV. Why would you still bother tuning in to MTV when music videos are easily accessible even through your mobile phone? Websites like YouTube and Vimeo are some of the reasons why MTV has slowly lost its share. Through music streaming websites or YouTube channels, music videos can be viewed anytime, and you do not have to wait for them to be played on your TV. Even if MTV will stop playing music videos, it does not mean that music videos are dead. Of course, artists and producers will always find a way to promote their songs. However, they have to look at other more effective channels than MTV.