WASHINGTON (AdAge.com) -- Politicians can finally get their MTV. After
declining political advertising since its inception in 1981, MTV is
reversing course.

The Viacom MTV Networks channel -- once known for round-the-clock music
videos and now home to a host of reality shows -- says it will now take
political ads, though only from political candidates and party political
committees, not from third parties.

As recently as the presidential primaries this year, MTV had refused all
political ads, even as it has heavily promoted its "Choose or Lose"
get-out-the-vote effort.

MTV's stance was opposite of that of its sibling MTV Networks channels. VH1,
Comedy Central and Spike TV were willing to accept political ads, according
to an MTV Networks official.

Now all the MTV Networks that aren't aimed at children will accept political
ads.

"MTV Networks will accept political advertising that is national in scope,
sponsored by a legally qualified candidate, a candidate's official campaign
committee, a nationally recognized political party, or the official
congressional campaign committee(s) of a nationally recognized party."