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MTV plans ‘re-imagining of the brand’ … but is it too late?



I want my MTV back!” is the go-to mantra these days among the ‘80s generation. And maybe they’ll get their wish. MTV’s owners say the network will get an overhaul in coming weeks,  according to a report this week on

Viewers can expect “a more significant re-imagining of the brand,” said Philippe Dauman, chairman and CEO of Viacom, which owns MTV. Why? It appears MTV's audience has been eroding in recent years. Primetime ratings in MTV's key demographic fell about 8% for the week ending March 20, according to Variety's figures, and ad revenue has been "choppy."

What can we expect with the rebranding? According to Variety, it appears the shameful shows such as Teen Mom - still popular among the brain-dead millennial crowd - aren’t going anyway, but live music and pop culture news reporting might return. In February, the rebranding quietly began when Viacom bought the live music cable channel Palladia and renamed it MTV Live. The next step, according to sources, is the return of MTV News.

Still, those of expecting the return of Martha, Alan, Mark and Nina and marathons of videos by John Mellencamp, REO Speedwagon, Duran Duran and the Buggles are probably kidding themselves.

"Here's the thing about MTV today vs. MTV then," Martha Quinn told Stuck in the ‘80s back in 2011 on the network’s 30th anniversary. "Let's say MTV [still] played videos 24/7, never stopping, all music . . . it still wouldn't be our MTV. It'd be Pitbull and Rihanna ...  It's not like they'd be playing The Fixx."

It’s a mad world … mad world…

[Last modified: Tuesday, March 29, 2016 9:27am]


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