Spring break
MTV began its annual "Spring Break" coverage in 1986, setting up temporary operations in Daytona Beach, Florida, for a week in March, broadcasting live eight hours per day. "Spring break is a youth culture event," MTV's vice president Doug Herzog said at the time. "We wanted to be part of it for that reason. It makes good sense for us to come down and go live from the center of it, because obviously the people there are the kinds of people who watch MTV." The channel's coverage featured numerous live performances from artists and bands on location. The annual tradition continued into the 2000s, when it became de-emphasized and handed off to mtvU, the spin-off channel of MTV targeted at college campuses.