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  Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   1) “Will MTV air music videos 24 hours a day?” Absolutely not. None of the four MTV linear networks will be wall-to-wall music videos. Price concerns aside, the need to air all videos is completely unnecessary in the age of YouTube, which has unedited music at your fingertips at every given hour of the day. The main MTV network will be 50% music programming, which is, honestly 100% more music than the network currently airs today. In addition to the morning and mid-afternoon blocks, MTV will also air MTV Top 20 Video Countdown every Friday night with next day streaming on Paramount+ and a Sunday primetime rebroadcast on Club MTV. There will be music airing in a bulk of the hours of the secondary channels. ...

Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Paramount Skydance’s music television library is already one of the most impressive in the industry. Paramount owns to collective archives of MTV, VH1, CMT, and BET, including every music series, every interview segment, and every live musical performance that has ever aired on those channels.   Shows like 120 Minutes, Week in Rock, Headbangers Ball, Video Soul, Rap City, Yo! MTV Raps, Behind the Music, MTV Unplugged, VH1 Storytellers, CMT Crossroads, BET Soulstage, 106 & Park, and Total Request Live should all be fixtures across the new MTV.  Yes, I do believe that BET’s music programming has as much a place at MTV as VH1 or CMT. The whole “separate-but-equal” mentality within Paramount is ridiculo...

  Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Prologue: Animation has played a vital role in MTV’s brand since day one. It was part of its visual identity from the very beginning, and indents created by young independent animators from around the world helped create the visual pop imagery the brand was known for. In the 1990s, MTV embraced original animated series starting with Liquid Television , a popular weekly anthology of shorts that introduced the world to Beavis and Butthead and Aeon Flux , two shows that would eventually expand into their own series. Other anthologies followed like Cartoon Sushi (which introduced Celebrity Deathmatch and The Brothers Grunt ) and Oddities (which was more action in-tone with The Head and The Maxx) .  Daria , a...

Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Prologue: While the MTV rebrand is largely concentrated on the linear channels, that is only the cusp of what it’s about. By redefining what the MTV brand is all about, fully expanding into free ad-based streaming television (FAST) is where the MTV brand will thrive and survive into the 21st century.  MTV should go head-on and rocket into the future. Welcome to the MTV FAST Lane . The MTV FAST Lane channels will represent each of the four brands. MTV will present channels that highlight the latest music from all genres. MTV Generation will be bring you back to the early days of the network with branded channels targeted for music fans of all generations. Club MTV will embrace millennial and Gen Z tastes in enterta...

  Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Prologue: If MTV is the mothership, MTV Generation is the retro brand and a hub for music history, and MTV Palladia is the world stage and THE home of music, where would a brand like MTV 2 fit in this new MTV rebrand? Simple. It wouldn’t. MTV2 has been a confusing mess for decades now. After being the lone MTV spinoff without the traditional logo, it always felt out of place. The two-headed dog used to represent rock and hip-hop, and MTV 2 was supposed to be the home to both. Unfortunately, as the years passed, the direction of the channel deviated. Today, it’s a mess. More of the same old repeats that are on currently on MTV, even some airing in the same timeslots. If MTV is considered a mess by most viewe...

Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Prologue: MTV Live is not a channel that airs live programming. There are no VJs presenting videos on-air. There are no live concerts or performances.  The name doesn’t make sense. The channel itself is a treasure trove of musical performances from the past as well as showcases of newer acts on stage.  Shakespeare once wrote “All the world’s a stage,” so MTV should reinvent MTV Live as a proper showcase for musical performances out of the video box and resurrect a familiar brand they honed yet threw away for no reason at all. It was a bold brand that showcased music from all kinds of bands and performers. We could resurrect that brand right now. This is the home of music.  This is MTV Palladia. MTV Palla...

Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Prologue: Historians recognized the MTV brand as a unifying one for the demographics commonly known as Generation X and Millennials. At its peak, these two generations were the primary audiences for the network and watched the network evolve from an almost underground climate to a pop cultural juggernaut. Wall Street and Hollywood saw these groups as the future of pop media and made MTV the iconic brand it once was.  These generations witnessed about 25 years of music cultural evolution where they were exposed to. The birth of hip-hop and metal. The impact of rap and grunge. Music icons whose works still resonate with us today. The audience pretty much ruled the culture. They called this group the MTV Generation, ...

Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Prologue: MTV: Music Television. That is the full name of MTV, but for so long, the brand has ignored its first name and barely focused on its last name. With one show largely dominating the bulk of the lineup, the network has seen better days.  So, for a brand that once dominated the cultural landscape, how do you adapt for modern audiences? You remember who the hell you are. You remember that you used to be a rebel. You remember that you didn’t play by the rules of the status quo. You take risks, experiment, make mistakes, learn from them, and do something new. You go to where the people are.  You clean up your damn house because you’re an adult and shouldn’t live like a slob. You remember what your full na...

Writer's Note: I am not, nor will I ever expect to be associated with and employed by MTV and its parent company, Paramount Skydance. This is part of #projectmtv, a fan-made MTV rebranding project. This is not happening in any form, but it's fun to dream. - jh   Prologue: "Ladies and gentlemen... rock and roll!" On August 1, 1981, John A. Lack, executive vice president and chief operating officer of Warner AMEX Satellite Entertainment and the creator of MTV, uttered these words, the first thing heard on a channel that has become one of the biggest media brands in the world.  In the nearly 45 years the channel has existed, MTV has seen a lot of changes. Some for the better, a lot for the worst.  Throughout the last couple of decades, MTV kind of lost perspective of what they’re supposed to be. They’ve lost their way and largely surrendered the cultural zeitgeist to the internet and has become a ghost of its former self, though the occasional flashes of what they used ...