MTV briefly moved Britney Spears’s sexy video “Toxic” out of daytime rotation, but now the network is ready to give her its full support.
The network has announced it is backing the pop tart for her global Onyx Hotel Tour 2004, slated to begin Tuesday in San Diego.
The tour marks the network’s first venture into global sponsorship of an artist’s tour, Billboard reports. As part of its sponsorship, MTV will be involved with all advertising, dedicate several episodes of its “Total Request Live” show to Britney behind-the-scenes specials, and feature exclusive downloads on its Web site, among other perks.
It is quite a turnaround for MTV, which just a couple weeks ago pushed “Toxic” into a late-night rotation after the fallout surrounding Janet Jackson and Justin Timberlake’s now-infamous Super Bowl halftime stunt. Spears and a number of artists, whose videos were considered too racy for young viewers, had their videos relegated to the 10 p.m.-6 a.m. time slot.
Since then, Spears’s video has moved back into daytime rotation.
Joe Armenia, a vice president of music marketing and promotion for MTV, said the network had been waiting for an opportunity to work in a global arena, and that Britney has the perfect appeal for fans around the world, Billboard reports.
“We love the association with Britney; she has always been a core part of this channel,” Armenia said. “And our fans love Britney.”
The tour will play 25 cities in North America before heading to Europe, Latin America and Asia.