MTV is part of the carefully crafted media empire of Viacom. Their strategy is to get kids started with Nickelodeon, move them along to MTV, VH1, CMT (all music-oriented channels), UPN, TVLand, TNN, the Star Trek franchise, Showtime and CBS, and offer Wheel of Fortune, Jeopardy and Oprah for the older folks. All the while, heavily promoting Paramount movies on those channels. Either see the movies in the theater, or rent it from Blockbuster.
All those companies are owned by Viacom. MTV has nothing to do with youth rebelling and music. It's just their mechanism for getting money off of you.