Stumble it!MTV – Adjusting It’s Image
MTV is going to have to re-invent itself to keep up with my kid’s generation. Not only does their generation get most 
of their entertainment and information from the computer but their source for music of all kinds is multi-varied. In years past, teenagers lived and breathed by MTV. They determined what was hot and what was not by the MTV barometer. Even though it may still be a cultural “touchstone” for America’s youth, it’s ratings are down considerably from even a decade ago. Things will have to change.
In a recent article in the New York Times, Stephen Friedman, MTV’s general manager was quoted as saying, “It was very clear we were at one of those transformational moments, when this new generation of millennials were demanding a new MTV.” He was referring to a discussion held at a gathering of MTV executives last fall. The discussion revolved around the direction of the network and whether programs like, “The Hills”, which chronicles the lives of the young and rich in Los Angeles, and “My Super Sweet 16″, a weekly visit to the over-the-top coming-out parties, had trapped MTV “in a decadent age that was passing”.
MTV Does Research
Executives examined both in-house research and the work of Wlliam Strauss, a generational expert who gave a presentation to MTV last fall. The results seems to be that the country’s young were deeply engaged in the election and becoming more civic-minded (thank goodness!) In the era of Obama, I would think (and hope) this generation will be more service-oriented too. A lot to ask of self-centered adolescents you say? I think not.
Re-Programming
As a result of their programming course correction, MTV has launched a new reality show,”T.I.’s Road to Redemption,” which shows a troubled rapper helping keep children on the straight and narrow. And another show,”Taking the Stage”, a reality show about a performing arts school in Cincinnati. Then there’s the finishing school show,”From G’s to Gents”, where they try to “transform” homeboys into gentlemen.
According to Nielsen Media Research, about 1 million viewers, on average, tuned in for prime time in 2002 – 2003 compared to 775,000 this season. But, MTV is still the top-rated cable network among 12 – 24 year olds. I don’t know about you, but neither of my teenagers watch MTV – they aren’t interested. I don’t know if their programming is antiquated or skewed towards a different demographic, but it’s not popular with my kids OR their friends. Listen up, MTV. Times are a changin’..
June 2nd, 2009 at 04:34
I’m still in mourning over the fact that actual shows take up more of their programming schedule than music videos. Guess I’m stuck in the 80’s.
June 2nd, 2009 at 09:58
Tis true. Although I’m not of the generation that grew up with MTV, I was old enough to see the beginning and you’re right – it WAS about innovative music videos. Now, if I happen to see one, they all have half-clad women grinding. The last interesting music video I remember seeing was actually on YouTube NOT MTV.
June 11th, 2009 at 20:30
I was at a youth conference a few weeks ago and someone from MTV was one of the speakers and he spoke of the changes. However, when asked about going back to mostly music videos, he said that was not in the plans. They have a fairly new website called MTV Music in which you can watch and listen to any music video since their inception.
Both of my teens don’t watch MTV anymore either.