MTV Hopes User-Gen Is the Key To Latest Reinvention

Once again, the MTVN flagship is trying to reinvent its programming and its image, hoping to prove that MTV has what it takes to reach a more user-centric generation. This MTV wants to prove that it knows the difference between viewer and user, between audience and participant – and hoping it actually pays off by redeeming struggling shows and pumping up new ones. The LAT has a detailed rundown of what amounts to MTV’s upfront based on an interview with Brian Graden, MTVN music group entertainment president. Graden promises something I thought was already supposed to be the case: every show will have a heavy digital component. Graden: “We can either stay in the mass or we can be in the hyper-specialty business where the shows may not have broad appeal but in the Digital Age would better engage our viewers.” Among the changes:

TRL gets a new name and new creative. Graden says online participation will be essential so not sure what role call-ins will play anymore.
— User-gen content is playing a primary role in some shows. Scarred tells the story behind gruesome web videos. My Super Sweet 16 will incorporate home video.
— Music videos are being overhauled and will start to show viewers’ thumbprints.

Graden tells the LAT it all seems “radical.” Not really.

Update: News.co.au: MTV launched broadband channel Overdrive in Australia. MTV Australia managing director Dave Sibley: “… it’s really important that the website is a taster and some added value and that people are motivated to go and get the proper TV product. … What we recognize is that the viewing patterns now accommodate some time spent online.”

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