MTV moves towards the millennials

MTV has announced its new slate for 2009/2010, which it says will 'reflect a directional shift geared toward the millennial generation.'
April 30, 2009

MTV has announced its new slate for 2009/2010, which it says will ‘reflect a directional shift geared toward the millennial generation.’

‘There’s a palpable generational shift in attitudes that’s informing a new point of view as we develop content and the brand,’ said programming head Tony DiSanto in a statement. ‘The change in our audience is reflected in new formats, tonal voices and storytelling cadence. Just as we’ve shifted with our audience in the past, we’re now embracing a new brand filter … one that inspires us to break boundaries, bust our mold, and reinvent.’

The slate of new shows includes a variety of factual and reality programs, such as The Buried Life. The Reveille-produced series follows four young men who, for the past few years, have set out to fulfill their own ’100 things to do before you die’ lists, while helping total strangers to do the same along the way. Also launching are Gone Too Far, an intervention-based show headed by DJ AM and produced by Ish Entertainment and Gigantic Productions, and Disaster Date, a reality game show from 495 Productions in which contestants are duped by their friends into going on a blind date that deliberately goes awry.

Other new reality series on tap include Pranked, produced by Cheri Sundae Productions and featuring amateur video of real-life pranksters and their victims; and the tentatively-titled The Stylist, a new reality title from Bunim/Murray Productions following the budding careers of show-biz assistants as they compete to become full-blown celebrity stylists.

Another new Reveille production on the slate is the concept/experimental live talk show hosted by Alexa Chung, which would take Twitter and viewer interactivity to extremes as viewers’ real-time responses shape the content of the show by providing questions to Chung’s guests. The show’s working title is The Alexa Chung Show.

Among the factual shows returning to MTV is Run’s House, now entering its sixth season; The Hills (minus Lauren) and Randy Jackson Presents: America’s Best Dance Crew.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.