In a way to try and stay relevant and combat the falling ratings at MTV, Viacom, the company that owns MTV, is looking at ways to rebrand the network, according to Variety.
According to Variety, “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.” It goes on to say that shows like Teen Mom and The Shannara Chronicles have somewhat helped stabilize the ratings.
There have been some changes that have already been made at the network, including a new president and the possibility of reviving MTV Live, where hosts would discuss a wide range of topics, going from politics to pop culture moments of the week. There’s also plans for MTV Live to extend to print platforms and podcasts as well.
MTV is also looking at different ways to market apps to teenagers and young adults as most of the information they get comes from online settings.
More changes were announced Monday morning as Variety reported that Michael Klein becoming the head of original programming. Klein’s official title is executive vice president of original content and he’ll report to President of MTV Sean Atkins, who was named president a year ago.
In a statement, Atkins said “Michael is a proven hitmaker with a strong feel for our audience, a keen eye for talent, and a successful track record of reinventing brands through distinctive, creator-driven content. His leadership and experience are an excellent fit for MTV in this pivotal moment for the network, as we accelerate a new development slate of music and pop culture-inspired programming.”
He’ll now oversee Mina Lefevre and Lauren Dolgen. Lefevre is the executive vice president and head of scripted development and Dolgen is head of reality programming and executive vice president of series development.
Before coming to MTV, Klein was a part of Conde Nast Entertainment, TLC, the Travel Channel and the Sundance Channel.
MTV was started in 1981, where video jockeys (VJs) would play music geared towards teenagers and young adults. The station is headquartered in New York City.
Over the years, the station has rebranded itself, showing reality shows like Jersey Shore and its spinoff featuring Snooki and JWow, 16 and Pregnant, Teen Mom and its spinoffs and The Hills.
MTV also airs the MTV Movie Awards and the MTV Video Music Awards annually.