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Friday, Feb. 27, 1998
Collegian Arts Columnist

Thanks to VH1, younger viewers no longer want their MTV

It's a question for all the children of the '80s: What ever happened to our MTV?

Ever since the good ol' days of RUN-DMC videos and daylong stints with VJ Adam Curry, MTV has taken a dive off the deep end of pop-culture exploration.

Mark Schoneveld

Mark Schoneveld (mxs365@psu.edu) is a junior majoring in history and a Collegian music writer. He also happens to be an extremely nostalgic soul who constantly yearns for the "good ol' days."

Once the cutting edge of the music industry, it is now a network with more commercials, cheesy dating game shows and "The Real World" reruns than its own founding essence -- music videos.

So we turn to something else. Granted, it is also owned by MTV Networks, but VH1 is finally offering us something new. Or, more appropriately, something old.

VH1, once the channel that we all turned to when MTV got boring, is the first thing we look for now when we flip on the television.

While cries of "I want my MTV!" are likely not going to be heard anytime soon around the University, VH1 has been quietly playing to our older and (hopefully) more mature tastes.

Though MTV has ruined our collective attention span for the rest of our lives, VH1 has brought back some of the stability to our TV watching and music listening.

Shows such as "Legends" and "Behind the Music" are probably, and ironically, targeted at older age groups than the average college student. But with quality "Legends" shows about popular figures among students, such as the Doors and the Grateful Dead, our generation has taken note.

These well-written shows -- narrated by non-MTV figures such as former Black Flag vocalist Henry Rollins and actor and songwriter Kris Kristopherson -- actually put music first instead of letting the music trail far behind the flashy images.

VH1 got a stroke of genius again when they created the show "Pop-Up Video," a program that offers a quirky behind-the-scenes look at stars and their music. This show boosted VH1's image in many people's minds and brought a funny, innovative angle to the station's programming.

Music videos were once heralded as the future of the musical experience, and MTV was the vehicle to bring it all to us -- MTV was supposed to be the leader of a movement.

Then some genius at the network thought about filming seven people living together, finding out "what happens when people stop being polite and start being real."

"The Real World" was a popular show, but it set a shabby precedent for the network. Not only did it start a less-than-exciting trend of MTV producing non-music TV shows, but these shows took over nearly the entire programming bill. And who really cares why Genesis is mad at the house in Boston, or when Puck will get kicked out of the house in San Francisco?

Though VH1 also has regular TV shows, at least they are centered on music, and good music at that.

MTV has become a follower. It no longer has that innovative angle it once promoted during its early days in the '80s. It has even stooped so low as to recreate the lame dating game shows of the '70s.

What was once our beacon of cool, our light in the darkness on after-school afternoons, has now become the nagging, irritating reminder of what we miss about being 13. We can no longer look at MTV and reminisce about our wonderful grade-school days.

Now, there may be a few of us out there who enjoy watching Beavis and Butthead eat nachos and give their principal heart attacks. Unfortunately, those of us who used to watch MTV for the tunes and for the videos have been passed by for the new breed of teenagers.

The young group that MTV now forces to watch their silly shows cannot remember great videos such as "Sweet Child O' Mine" by Guns N' Roses, "Walk Like an Egyptian" by the Bangles or "Thriller" by Michael Jackson. Then again, if they watch VH1, they might catch one of these celebrated videos on "Pop-Up Video."

When it comes to watching quality music television, you gotta fight for your right to party . . . oops, I mean to watch a music station that cares about music.

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