I grew up watching MTV’s music videos, eagerly waiting for my favorite artist’s new release to appear on TV. It was a significant part of my childhood, a nostalgic memory that many of us hold dear. The anticipation, the joy, and the shared experience of watching music videos on MTV were unmatched. Today, kids are missing out on the magic and excitement that came with that nostalgic experience—the thrill of discovering new music and connecting with artists visually.

MTV was once a hub for music lovers worldwide, pioneering the music television format that allowed audiences to engage with music in a dynamic way. It was more than just a channel; it was a cultural phenomenon. However, over the years, MTV has shifted its focus, predominantly airing reality shows and other content that deviates from its original mission of promoting music videos and new artists.

Bringing back music videos to MTV’s programming can rejuvenate the channel’s legacy and appeal. According to data from Nielsen, music channels have seen an increase in viewership by audiences yearning for nostalgia and classic content. Revamping the program to include regular slots for music videos will attract viewers who grew up with MTV, as well as new generations seeking that unique, traditional music television experience.

Moreover, this move can support emerging artists who rely on exposure and the power of music videos to reach wider audiences. It provides artists a platform on mainstream media, contributing to their growth and the diversification of the music industry.

We believe that MTV holds the potential to reimagine its programming in a way that complements modern streaming services, providing content that is exclusive to TV audiences. By doing so, MTV can once again play a pivotal role in a world where music video consumption happens across various platforms.

I invite you to join me in urging MTV to revisit its roots and bring back music videos into its TV programming, so that we can rediscover the joy, excitement, and community that music videos bring. I want to help bring back the meaning of MTV—Music Television—and restore the identity that made the channel so meaningful to generations of music lovers. Sign this petition, and let MTV know that we want music videos back on our screens.