×
You will be redirected back to your article in seconds

Viacom Chief Says ‘Reimagining’ of MTV Is in Works

After MTV launched in 1981, a hot ad campaign prompted thousands of young viewers to shout its slogan: I want my MTV!” In recent times, it seems, that phrase has not been on as many lips.

With MTV suffering the defection of viewers who consume video entertainment in new ways, such as on tablets, that aren’t always counted in Nielsen tallies, the network’s owner, Viacom, is preparing to unveil a broad overhaul in coming weeks, said Philippe Dauman, the company’s executive chairman  and chief executive, in an interview.

Executives will debut “a more significant re-imagining of the brand,” said Dauman, when hosting an “upfront” presentation for advertisers in April. “I’m confident we are going to get there,” he said of plotting a revival of the network famous for everything from hosts known as VJs to the reality program “Jersey Shore.”  Ad revenue at the network has been choppy in recent years, falling in both 2013 and 2014, according to data from market-research firm SNL Kagan.

MTV’s primetime ratings among viewers between 18 and 49 fell about 8% for the week ending March 20, according to research from Todd Juenger, a media-industry analyst for Bernstein. Quarter to date, however, the network’s viewership in that category is up an equivalent amount, thanks to new episodes of shows like “Teen Mom” and “The Shannara Chronicles.” With advertisers expected to earmark more money for TV’s annual upfront market this year, boosting MTV seems like a critical move.

Some steps have already been taken. Sean Atkins, an executive vice president of digital media and strategy at Discovery Communications, was named MTV’s president last year. In February, Viacom renamed Palladia, a digital-cable network devoted to live music and rechristened it “MTV Live” and said it would be devoted more closely to live music.  And MTV has made little secret of its desire to revive MTV News, hiring staffers who can chronicle national politics and popular culture and place those reports online, on the network or on new vehicles like podcasts. Executives in coming weeks are expected to detail new plans to strengthen MTV’s connection to music and pop culture.

“This next broadcast year is going to be a landmark for that brand,” Dauman said.

More TV

  • El gol mas triste

    Chile TV: Drama Series in the Pipeline

    PAMPLONA, Spain   — Conecta Fiction will see  producers bring the strongest lineup of Chilean drama series in history. Following, just some of the highlights of projects which will be presented or are moving forward in Chile: ‘AZTEC GANGSTA WARRIOR’ Prod: Zona Cinema, Epika Content Penned by Diego Niño with Francisca Fuenzalida Moure on board [...]

  • El Acantilado 9 de abril

    Conecta Fiction: ‘The Cliff,’ ‘Spring,’ ‘Yellow Bird’ Feature at 2019 Pitch CoPro Series

    PAMPLONA. Spain  —  Chile’s “The Cliff,” Argentina’s “In Search of Spring” and Spain’s “The Yellow Bird” feature in a 10-title lineup of drama series projects at the 3rd Pitch CoPro Series, the industry centerpiece of Conecta Fiction, the world’s foremost Europe-Latin American TV co-production and networking forum. “Strong on genre and historical dramas,” observed Conecta [...]

  • Jorge-Franco-and-Adrian-Suar

    Pol-ka Expands Outside Argentina, Optioning ‘El Cielo a Tiros’ (EXCLUSIVE)

    PAMPLONA, Spain  —  Taking a new expansive step as an international content player, top Argentine production house Pol-ka, has optioned small-screen rights to “El cielo a tiros,” the latest novel from “Rosario Tijeras” author, Colombian novelist Jorge Franco. Pacted via Scenic Rights, the deal sees Pol-ka planning to shoot a drama series based on the [...]

  • Pamplona Los Japon.

    Navarre: Recent Film, TV Shoots

    Navarre’s 35% tax credit has mainly lured a large list of national feature productions since its launch in 2015. Further international film and TV projects partially shot there, accessing Spain’s 20% tax deductions; other benefited from R&D incentives for Navarre-based animation and post-production companies. Here are some recent highlights: TITLE – YEAR OF PRODUCTION – [...]

  • Gallipienzo-El-Hombre-que-mató-a-Don-Quijote

    3rd Conecta Fiction Raises Navarre's Industrial Profile

    Raising Navarre’s profile as a meeting point for the European and Latin American audiovisual industry, its capital, Pamplona, hosts over June 17-20 the third edition of Conecta Fiction, the Europe-America TV series co-production and networking event. After celebrating its first two editions in Galicia’s Santiago de Compostela, Conecta moves to Baluarte, the Congress Center and [...]

  • Baila-Esperanza-All-The-Kids-2

    Conecta Fiction: All The Kids Unveils First Feature Film, New Live Action Series

    All The Kids Ent. (ATK), a Madrid-based content creation and consultancy group, is launching its first feature film and unveiling three new live action series aimed at the youth/young adult demo at TV co-production meet, Conecta Fiction. The fledgling company founded by its CEO Joana Carrion has forged a scriptwriting partnership with Spanish screenwriter Javier [...]

More From Our Brands

Access exclusive content