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Whether you ever noticed or not, the fact is that MTV has never accepted political ads. Sure, it's always been rife with promo spots of musicians screaming at you to Rock The Vote, but actual candidate ads were never allowed (although they were allowed at fellow MTV Networks stations Spike, Comedy Central, and VH1). But now it's time to put on your listening hats, young voters, because that's all changed! MTV has announced that it will accept political ads, which of course is part of their commitment to engage the youth in the democratic process, and not just a greedy attempt to get their claws on lots of Barack Obama's sweet, sweet money:

"Given where we are in the election cycle, and how the youth vote has increasingly engaged and played a crucial role in past presidential elections, we re-evaluated the MTV policy and decided that campaign-approved ads would be a good fit for our audience, and would compliment our 'Choose or Lose' campaign efforts," [a spokesperson] said. "It's a good thing when candidates want to reach out to young people and the best way to do that is through MTV."

MTV's announcement of the switch follows a report in the New York Times on June 22 that Democratic Sen. Barack Obama's campaign wanted to do an MTV buy. It's also probably not a coincidence that Mr. Obama, who is opting out of public funding, will likely have plenty of money to spend on youth-directed ads.

One would think that no MTV-watching kids would vote for McCain, anyhow. So this is pretty much a wash.

[Ad Age]