"MTV and VH1 feel that the Madonna video is newsworthy and can be seen with proper context," a network representative speaking on condition of anonymity said. The representative refused to detail what made the video inappropriate for multiple viewings.
Madonna's spokesperson was hopeful the networks would reconsider. "We would like VH1 and MTV to make a very strong commitment to playing this video," the spokesperson said. "There are many other possibilities that we can explore but our first choice has always been for VH1 and MTV to play this video, and more than once."
However, the networks said the decision was final.
The video, directed by Madonna's husband, Guy Ritchie, is about an angry woman who goes on a crime spree. Madonna's spokeswoman described the main character as a woman acting out a fantasy. Speaking about the song to Billboard last fall, Madonna herself said, "As you grow older, of course, you grow wiser. You can look back and wish you'd done things differently, but I prefer to simply share the knowledge I've gained without a drop of regret."
In 1990, MTV refused to air Madonna's video for ''Justify My Love'' because of its sexual content. In 1992 it decided to show the ''Erotica'' video only in the wee hours of the morning.
Madonna's spokesperson said if MTV and VH1 don't agree to replay the video, Madonna would seek to have it aired elsewhere, noting that AOL has already agreed to make it available on the Internet.