If you watch music videos on YouTube, you're probably familiar with the VEVO brand. Whenever you see the VEVO stamp on a video, you're watching an official stream which pays the artist every time you hit play.
Now VEVO is launching VEVO TV, an online music television channel which mimics the old-style of MTV where a linear stream of music videos play all day long.
The channel will stream 24-hours per day, with hour-long themed blocks of videos couch as "hip hop" or "rock". The stream isn't random; VEVO staff will curate a playlist of the best videos to make sure it doesn't feel random, and you can watch it on almost any internet-connected device through a browser or dedicated VEVO apps.
So why would VEVO attempt to revive the old style of MTV programming when we have infinite choice of what to watch online?
It seems that infinite choice is the very problem VEVO is trying to combat. With so much new content to browse, and with new videos being added every day, some music fans are paralysed with choice and don't know where to look for something new, according to TNW.
A curated stream of music videos, blending both big hits from the past and present with brand new releases, could be a great way for mainstream audiences to sit back and enjoy music the way we used to on MTV.
VEVO TV is not a completely passive experience, though. If you like a song, you can save it to your personal playlists to watch later.
What do you think of this attempt to bring back MTV-style programming? Could the metal world benefit from a channel like this, and would you watch it? Join the debate in the comments.