MTV Announces “Radical” Reorganization; Creates Confusion Over Status Of Digital Group

mtvn1.gifUpdated: Some reorganizations make sense … not sure that’s the case with a batch of changes coming out of MTV today. It looks like the traditional media side has elbowed the digital execs out of the way in the name of multiplatform — and that could wind up costing MTV some digital talent. The new structure splits MTV operations into two parts:
— One, headed by Dave Sirulnick, promoted to EVP-MTV Multiplatform Production, News and Music, is aligned around short-form video, music and news content.
— The other, headed by Lois Curren, now EVP-MTV Series Entertainment and Programming, will focus on long-form franchises.
— And then, over them is a co-ordinating VP Paul DeBenedittis, promoted from senior VP, program planning & scheduling. He will now be executive VP, multiplatform programming, content strategy and scheduling, responsible for programming and scheduling both short- and long-form content across all of the platforms.
More details in the press release.
Rafat: This has to be among the most confusing reorgs ever in the media landscape. Unless it is all lip-service (which it doesn’t seem to be), this is bound to end up harming the company in its still-nascent digital media efforts (as Staci hinted above). I am not sure the world is divided so much into long form :: traditional media VS short form :: digital media. The multi-platform approach does not mean creating multiple layers of hierarchy within the organization. MTV has given into buzzwords, but wait, why am I surprised on this one? (Updated: Some says in comments below: “his reorg has Michael Wolf’s fingerprints all of it.”…Wolf joined as COO at MTV recently, after being a career media strategist and managing partner in McKinsey..that might explain some of it.)
Read the company release and you’ll see red flags all over: “21st Century matrix”; “highly-integrated ecosystems”; “huge resonance” (what the hell does that mean?). Here’s the killer: “DeBenedittis will serve as the connective tissue that links both ecosystems”…seriously, guys, what happened?
Staci adds: You may be wondering where Jason Hirshhorn, chief digital officer, is in all this. One of the things that gave me pause was the way the only mention of him deep in the press release reads like an afterthought: “Partnering with Sirulnick will be Ben White, Vice President, Digital Media, along with all the great digital talent, Jason Hirschhorn, MTVN Chief Digital Officer, has brought to the table. Recently, MTV’s content has extended further into the wireless space with new partners such as Amp’d and Verizon Wireless. ”
Related:
MTV Invests $50 Million in Amp’d Mobile Service
MTV Urge: Interview, Jason Hirschhorn, Chief Digital Officer, MTV Networks
MTV Networks Acquires GameTrailers.com
Industry Moves: MTV To Appoint Michael Wolf As COO
Industry Moves: MTV Names Jason Hirschhorn Chief Digital Officer
Its Official: Viacom-MTV Acquires iFilm For $49 Million

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