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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