It was a typical MTV advertising stunt, meant to draw MJ Fans in as viewers. It is what MTV does best whether in the UK or USA use Michael when their ratings are falling and hand him a little slap as their way of show appreciation.
MTV, VH1, BET, People, Rolling Stones and every other could crown who they want. It will not make them The King Of Pop, because the KOP is Michael Jackson.
If artist is sorry enough to let Media malcontents label them as a poor imitation, the SECOND anybody instead of an original of themselves, they might as well start singing on the street corner for chump change, because that is all they will ever be.