Reversing a policy that was established at its inception, MTV announced Tuesday that it will accept political ads for the first time during the coming election campaign. The company's announcement said that the ads must be "national in scope," presumably meaning that they will be limited to the presidential campaign, and must be sponsored by the candidate or his party or his campaign committee. In an interview with Advertising Age, MTV spokeswoman Jeannie Kedas said that the new policy would compliment the channel's current "Choose or Lose" get-out-the-vote effort. "It's a good thing when candidates want to reach out to young people and the best way to do that is through MTV," she said. AdAge quoted Democratic campaign strategist Tad Devine as saying that the network's policy shift would most likely benefit the Obama campaign.
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