MTV Is 25, Let's Dim the Lights

What Everyone Is Talking About

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NEW YORK (AdAge.com) -- While Watercooler generally gets bombarded with press releases about every little bit of cable network news -- third biggest week of ratings this month, record numbers of promo awards, a new secretary to the assistant general manager -- MTV has been mysteriously quiet about its anniversary milestone.
Twenty-five years since planting the flag for music television, MTV has been quiet about turning, well, old.
Twenty-five years since planting the flag for music television, MTV has been quiet about turning, well, old.

Oh, that's right. The network wasn't in any hurry to remind viewers that, as the New York Post put it, if it were a person it'd be too old to watch MTV, or as the New York Daily News wrote, "Being 25 to that crowd is like, well, being older than dirt."

Apparently the extreme New York heat put a damper on things over at 1515 Broadway as well. An inner-company memo asked employees to conserve energy by turning down lights, closing shades and keeping TV-watching to a minimum. (Bad news for those who wanted to catch the rebroadcast of MTV's first 24 hours on VH1 Classic.) To be fair, the network tried to spice things up with an employee contest. Those who could answer 25 trivia questions about the network won a $25 gift certificate to its new digital music service, Urge. (Hey staffers, don't you hanker for the pre-spin-off days?) And nearly every media organization under the planet weighed in on its top MTV moments. (Really, USA Today, was 2,400 words necessary?)

As New York Magazine put it: "Don't bother pining wistfully for bygone days when MTV played Aerosmith's 'Love in an Elevator' every hour on the hour. It only makes you seem old."
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