Where Is The Music, MTV?

MTV plans to launch 16 new reality shows over the next four-and-a-half months, in an effort to retain its young and flighty audience. Recent ratings show a 23 percent drop in the network’s core demographic of 12- to 34-year-olds. The new series will be in the same vein as “The Hills,” a slightly scripted success story at MTV, but will avoid the backbiting and bitchery themes of most reality shows nowadays. Instead, the shows will focus on young people accomplishing their goals and proving themselves. Gee, that sounds like “Made” to me, but hopefully MTV won’t actually interfere in the lives of these young people. But then again, is watching someone fail also entertaining? MTV probably doesn’t think so. Brian Graden, president of entertainment at MTV Networks music channels and president of Logo, said these new themes are in step with the Obama generation. If Beyonce’s “Single Ladies (Put A Ring On It)” video is any indication, the Obama generation also enjoys music videos. Take a look at MTV’s programming for today and you’d discover music videos only air for two hours, from 5 am to 7 am. The rest of the programming is the fluff the network (and its audience) is trying to escape. After the jump find out some of what MTV has planned for your viewing pleasure.The 16 new shows will be produced by Sean Combs, “South Park’s” Matt Stone and Trey Parker, Donald Trump and Nick Lachey:

  • “College Life”: University of Wisconsin freshman shoot their lives with camcorders.
  • An as yet untitled show focuses on the students at Cincinnati’s School for Creative & Performing Arts.
  • “Girls of Hedsor Hall”: A dozen party girls are followed as they attend an English finishing school.
  • [Variety]

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