Format Overview
Throughout its six hours each morning, AMTV combines music videos with news updates, interviews, and live music performances. AMTV features many full-length music videos, including some older videos, in a segment called "Throwback". During the program, the channel promotes related features on its music-based web site, MTVMusic.com.
MTV has resurrected its Unplugged series by airing individual acoustic performances during prime time hours, then placing the full episode on MTV.com and also playing many of the performances during AMTV over the next few days. MTV has also referred to AMTV as a "laboratory for advertising partnerships," meaning that an individual company could be the sole sponsor of the program on specific mornings, inserting its brand into the program in ways other than traditional TV commercials.
As of August 18, AMTV began airing weather. At some point, AMTV added a top 10 countdown that started to air in the 8AM hour. The countdown ceased sometime in December 2009 but returned in its new 7AM time slot on January 6, 2010.
AMTV's schedule has changed a number of times throughout 2012 and more recently ended at 8AM ET and excluded Monday airings. From 4/16/12, the Monday block returned and videos now go to 9AM ET again.
The 8AM ET hour continues to come and go since April 2012, but notably (since sometime in 2011) are the main stay playlists that make up AMTV. These playlist are the most common on AMTV and each last an hour without any specific order in which they air: Clubland, Fiercest Females, Killer Collaborations, Sucker Free Playlist, Morning Jams, Wake and Shake. Specialty playlists appear from time to time to support upcoming programming such as new programming and upcoming award shows.
As of January 2013, the order of programming is: 3AM ET Clubland, 4AM Rise and Grind, 5AM Killer Collaborations, 6AM MTV Jams, 7AM Wake and Shake, 8AM various programs.
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