MTV showing Prince videos nonstop, to air “Purple Rain” Thursday night

MTV isn’t much known for showing music videos anymore. But soon after Prince’s death Thursday, the cable channel blew out its regular programming in favor of airing the iconic performer’s videos nonstop.

Also on Thursday at 7:30 p.m., MTV will air “Purple Rain,” the 1984 movie that starred Prince, Apollonia, Morris Day and Clarence Williams III. It won Prince an Academy Award for Best Original Song for “When Doves Cry.” That song and other hits (“Let’s Go Crazy,” “Purple Rain”) appeared on the soundtrack album, which hit No. 1 and sold 13 million copies in the U.S. alone.

MTV hasn’t said how long it will be all-Prince, all-the-time. But the channel that launched in 1981 and grew its early profile (and vice-versa) in part by playing Prince’s videos wore its heart on its sleeve Thursday by changing the color of its on-air and Twitter logos to Prince’s signature purple.