Saturday, December 20, 2008

Just let MTV die, dammit!

If you're one of the big ups in MTV and you've just rapidly discovered a drop in ratings by 23% and that it's the 12-23 age group that's leaving, do you:

A. Suggest that the network cut back on the reality TV crap that's overrun the channel and go back to what made MTV a generational phenomenon....playing more music videos

or

B. Increase production of more mindless crap realty TV shows?

In a perfect world, A would be the more logical choice, but don't tell that to the executives, since they're creating more reality TV shows....sixteen to be exact.

The cabler's recent ratings declines include a 23% fourth-quarter drop in its core demo of 12- to 34-year-olds. So MTV is embarking on a major programming overhaul, with 16 new unscripted series over the next 4½ months.

The series come from high-profile producers including Sean Combs, Matt Stone & Trey Parker, Donald Trump and Nick Lachey. And they represent a major thematic shift for the channel -- more toward the meta-scripted reality of MTV's "The Hills," one of the cabler's few success stories these days.

Yes, exactly what we need: more idiotic reality TV shows that completely defeat the purpose of MTV (hint: Justin Timberlake said it during his acceptance speech at the MTV VMA's a few years ago.)

Look, some of the realty show you guys put out were great (think The Osbournes and The Real World), but you also used to play music videos 70%-90% of the time. I can't even remember the last time you guys once had a music video for any artist, rapper, or rock band on your program, for God's sake! I have to on You Tube or watch VH1 for a music video nowadays.

It looks like the executives at MTV aren't going to bother with going back to playing videos, so here's a bit of advice to the Democratic Congress in Washington D.C.: if and when MTV goes bankrupt and the execs are on their knees, begging for a bailout, laugh. Laugh long, hard, and with complete amusement. Hell, piss your pants and hold back tears from your uproarious giggle fits, then tell em to fuck off for wasting your valuable time with your plea for help. Maybe that might be the file lit under their asses to actually play some goddamned music videos for once!

No comments: