MTV gets back to its roots…just kidding!

MTV MusicUpdate to my Tuesday blog about MTV Music: According to AllthingsD, MTV is not actually rolling out a music site–which explains why they didn’t issue a press release about the new site.

Peter Kafka writes: “So why build that unless you wanted everyone to see it? spokesman Tom Biro tried to explain, and if I understand him correctly, the site is supposed to be used as a sort of white-label archive that can be used both by MTV Networks, owned by Viacom (VIA), to build other video sites, as well as outsiders, both professionals and amateurs.” Read more on that here.

All I have to say is WT*?!

Original story:
I have not been a regular viewer of MTV since I was 12 and eating up U Cant Touch This, so it is safe to say the Music Television Network lost me awhile back when it switched to television programming instead of music videos. We all know the reasons why the music video industry imploded and how it’s emerging media’s fault, but it doesn’t make it hurt any less that it’s gotten so hard to see quality music videos and only music videos in one place. MySpace Music is working on it, YouTube’s got too many other things going on and isn’t there yet. Enter MTV…Finally! Where the hell you been all these years, love?

The new site is good looking and getting good reviews (though strangely MTV doesn’t seem to have issued a press release about their new online network). Happily, you can embed MTV Music vids on your blog or social network profiles, and there are comments and ratings functions.

But Silicon Valley Insider’s Dan Frommer asks this: “The question: Are music videos important enough to get people to change their surfing habits? Specifically, will people learn to go to to find/link to music videos? Or will they just keep looking for them in places they’re used to looking for them, like YouTube, DailyMotion, Veoh, etc.?”

And this is where I think, gosh darn it, if MTV had had its act together five years ago, they could have already wrestled this puppy to the ground and had attached themselves to users lives and behaviors. Instead, they’re years behind and hoping their old brand will make a comeback. For nostalgia and usability sake, I hope so too.