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MTV: Still Cool, Or Old And Busted?

Posted By: C.J. Arabia on 01.31.11

Since 1981 MTV has been broadcasting to a young audience. MTV caters to a core audience of people ages 12-to-34. Keeping up with young people isn't easy, a 16 year old 10 or 20 years ago was into vastly different things than the 16 year old of today.

So MTV has embarked on a pretty massive transformation of their brand and image. They've overhauled everything from programming to marketing. They are kissing Generation X goodbye and embracing Generation Y or the "Millennials" as the generation is sometimes called.

Watching music videos on TV is out of date since people can watch them online whenever they want, forcing MTV to make some serious changes. So far the changes are working, ratings are up and life is good.

In their transformation MTV took a good look at their programming and found that shows like "The Hills" were doing solid number but their audience was "aging up." MTV's next generation of viewers was looking for different kinds of reality shows... they wanted shows that were more "authentic" - shows that took them deeper into their own lives, with honest stories that they could relate to.

Thus the down-to-earth "I Used to Be Fat" and "Teen Mom 2." “It’s about understanding this generation and speaking to the truth of what is happening to them,” said one MTV executive.

MTV is also taking a deep look at modern love. Today's youth seems to be "running the bases backwards" - they have sex before they even start dating.

One marketing expert says, “What used to be the rush to the school cafeteria to tell everyone what’s going on has become the rush to text, Facebook and Twitter. It’s the world they live in and, frankly, we live in their world.”

So MTV is trying to live in "your" world... Pushing the envelope with shows like "Skins" which caused an uproar over their highly sexual content. Six advertisers pulled out and distanced themselves from the show, and the audience dropped a whopping 50% between the first and second episodes.

Ooops, new plan not working so good I guess.

MTV keeing things "real" with shows teens can "relate" to, like Jersey Shore.

How is MTV doing? Have you even noticed the overhaul? Does it give you the kind of shows you want to watch? I mean, does Jersey Shore speak to you and your generation? What kind of shows do you wish you could see more of on TV? Tell us in the comments below.

Check Out Does MTV's Skins Push Child Porn Laws?

Tags: generation, mtv, programming, sex, shows, teens, television, tv, x, y

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57 Comments

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cipullo

47 weeks ago

I JUST WANT TRL BACK.

TheSecondR

62 weeks ago

MTV used to be a channel that had music videos 24/7, then VIACOMMUNTIST said that music videos all day was boring, which IS TOTAL BULLSH:T.

usernamessuck

67 weeks ago

I'm 17, nd I rember wen they used to show beavis and butthewd, celebrity death match,& music video! omg hence the MUSIC TV nd now they don't appeal to me; they just sold out :*(

MirroRMimi

68 weeks ago

More like LRtv (Lucrative Reality television)

ILovePanic!...

68 weeks ago

More like Rtv (Reality Television)

Ninjalover22

68 weeks ago

Please let's go back to the 90's.

MarSo

68 weeks ago

we're actually generation z...just saying.

Baerenbunt

68 weeks ago

Couldn't agree more @Hipley

WTFCASEY

68 weeks ago

@skoolis4retards: i agree. BEAVIS AND BUTTHEAD ROCK!

skoolis4retards

68 weeks ago

Mtv needs to bring Beavis and Butthead back.

hockal00gy

68 weeks ago

One might think that "music television" would actually have music.

sucka_fish96

68 weeks ago

A few shows set aside(My LIfe as Liz, Teen Mom, If You Really Knew Me), MTV is basically the worst channel.

Dessiie

68 weeks ago

Here in Mexico, is just great...

Dessiie

68 weeks ago

Well, for me, MTV is one of the greatest channels.
Some programs actually open your eyes, such as teen mom, real life, and made. These tell us that we have to be careful with what we do. In made's c

ssj4hman

68 weeks ago

Busted! MTV is full of stupid shows full of stupid people now deemed celebs and NO MUSIC!!! I'd Cut That Channel!

Hipley

68 weeks ago

They transformed MTV to Pay-TV in Germany, and I must say: I don´t miss it. Crappy "reallity" shows we call "Unterschichtenfernsehn" and pay for it? No way. I think, MTV sooner or later (sooner, I gue

emy_carr

68 weeks ago

they should make Mtv 2 all the reality tv and just Mtv just music videos i mean its called Mtv for a reason.

emy_carr

68 weeks ago

i would like to watch music videos anytime i want instead of in the early morning when im asleep. they should make Mtv 2 all the reality tv and just Mtv just music videos i mean its called Mtv for a r

emy_carr

68 weeks ago

im 16 and why would a bunch of 40yr olds on jersey shore relate to me? seriously i know that alot of ppl dont even do or act like what alot of ppl do on reality tv. and i like the way the old Mtv was.

Mofoga

68 weeks ago

i liked mtv better when it was just music
but that were the old times

rmxpokeman

68 weeks ago

But of course people will watch this crap because they don't care, thus perpetuating the lie. Talk about corruption of the youth. What a load.

rmxpokeman

68 weeks ago

Does NOT mean all teenagers are like that. I mean, there are some that actually had parenting. But there are the ones who had crappy parents. *sigh*

rmxpokeman

68 weeks ago

And I can honestly say that in regards to how they try to portray the youth of today is very poor. Just because ALL the ones THEY hear about are all SEX SEX SEX ARGHHH

rmxpokeman

68 weeks ago

MTV simply sucks. Reality shows are absolute rubbish. And it's like smosh's "reality show" we all know in brutal reality they WOULD be that borig (minus the meth lab)

icefire

68 weeks ago

i know people in New Jersey, and i feel really bad that this is what people think they are.

icefire

68 weeks ago

MTV, like VH1, is shallow, distasteful, and really firetruckin' pathetic.

ElectricOutsider

68 weeks ago

MTV is stupid and shallow... it can go die in a hole

iGetBored.T_T

68 weeks ago

I'm still not allowed to watch MTV. I'm 15. -.- Not like I would voluntarily anyway. I'm good with cartoons. :D

JobBos

68 weeks ago

I say it's old and busted

yuliale

68 weeks ago

MTV sucks!

Chyasorus

68 weeks ago

I wish MTV stilled just played music videos, just go back to the cool 80's-90's MTV. That's when they were still interesting and fun not a bunch of sellouts.. And whatever happened to TRL? I loved wat

nerdno2

68 weeks ago

british skins is very popular in europe and way better. the american skins is for pussies.
oh and yes, mtv sucks. at least the german one what doesn't exist anymore.

chau

68 weeks ago

There is no more MTV in Germany. All the shows that used to be on MTV are on that other German "music telelvision" called Viva.

insert_name

68 weeks ago

MTV sucks

melisahh

68 weeks ago

i wonder if the jersey shore girls ever fall over from showing off their huge boobs.

melisahh

68 weeks ago

i wonder if the jersey shore girls ever fall over from showing off thier huge boobs.

katiemaeschneider

68 weeks ago

MTV can suck a dick. There used to be a show called It's On With Alexa Chung and it was awesome but no, they cancelled it. It is called Mindless Television now, not Music Television

katiemaeschneider

68 weeks ago

MTV can suck a dick. There used to be a show called It's On With Alexa Chung and it was awesome but no, they cancelled it. It is called Mindless Television now, not Music Television

JuLemon

68 weeks ago

In my country MTV has already been canceled. Why the hell is it called Music Television, when there are only inflated junkies, throwing their hormones at each other?

marko93

68 weeks ago

jackass and pranked are great too :)

marko93

68 weeks ago

the only thing ia worthy to wathc on mtv is south park, the rest is pure crap. the old mtv so much better than now

RowanTheDodo

68 weeks ago

Only show I like on MTV are Jackass, Nitro Circus, Dirty Sanchez and more of those shows, other than that, MTV sucks ass.

lmnopiscool

68 weeks ago

I basically hate all the shows on MTV, sorry its true. I wish they were still mtv, music television! right now I think their ctv, Crap Television.

iluvme4never

68 weeks ago

*cares anymore.

iluvme4never

68 weeks ago

Wow, the announcement of a new TV show has never pissed me off quite so much... This is so disgusting, I can't even say anything more without using language I prefer to not use. Go die MTV nobody care

bothsmoshguysarehot

68 weeks ago

new mtv sucks cow nipples...

Caelvyn

68 weeks ago

here in austria mtv's since 2011 only for paytv available... suckers. mtv sucks. i'm going to watch it if they stop streaming reality candy and put music video only in it. ps.: skins is ain't that bad

BIG-DAWGno.2

68 weeks ago

I want the old 3-hour long headbanger's ball and beavis and butthead!! man what happened to that stuff?