MTV to air games awards?

Could it be?
Apparently, the National Network, MTV to you and me, could well be planning a star-studded games award show to air in 2003. Along similar lines to the well-established MTV awards, this TV event would be the games industry's first high-profile televised award ceremony. Details are sketchy, but apparently the decision was taken by the network to cash-in on the remarkably similar demographic of gaming audiences, to their existing music fans. More on this as we get it.
When great games journalism isn't enough...
Something is wrong with games journalism and it's nothing to do with ethics.