Similarly their weekly airing of movies went from films starring recording artists and musicals, to dance films like Saturday Night Fever and Flashdance, to films like Top Gun because of their best selling soundtrack albums, to movies with no pop music content whatsoever. An example of this was it's award winning series Behind the Music which went from being documentaries of recording artists, to episodes about sitcoms like The Monkees and The Partridge Family, to eventually biographies of sitcoms with no music content. VH1 continued to claim to be the MTV alternative, but while it still had the 'Music First' logo, was very sneakily phasing out its music based programming. Most videos were only partially shown, with the bulk of the show being the host interacting with an audience of loud teenagers. One of the few daytime music shows left was TRL which aired a daily countdown of videos, their ranking supposedly based on viewers requests. Weekends were permanently reserved for marathons of their inhouse programs.

MTV abandoned it's music video roots, and had basically relegated airplay of videos to the late night hours. By the turn of the 21st Century, watching music videos became a problem.

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