Once upon a time, we had a television channel named MTV. It was a short form for Music Television.

The channel’s programming was dominated with music related programming.

Times changed. MTV became an entertainment channel. Music disappeared from the scene.

MTV of today is all about reality television. Cheap to produce but still generate enough buzz to keep the formula going.

MTV India has been directed by the Indian Ministry of Information and Broadcasting to apologize for the recent mess created by participants on their Roadies II show.

The channel is now required to run a scroll with an apology message round the clock between for 3-4 days.

This is of course not the first time MTV has been given such a penalty. They have been ‘punished’ before for showing obscene videos and advertisements.

But I guess, in the end any kind of publicity is good publicity. MTV would continue the trend. Running a scroll for a couple of days is just not that big of a deal.