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MUMBAI:
MTV has announced a diverse new programming slate including
nine new shows and five returning series. Genres include reality,
fashion, sports, comedy, animation and a live afternoon show
that embraces the active habits of the social networking generation.
The
network’s 2009 programming slate continues to reflect
a directional shift geared toward the millennial generation
with shows that are aspirational, escapist and optimistic.
MTV
head of programming Tony DiSanto says, "There’s
a palpable generational shift in attitudes that’s informing
a new point of view as we develop content and the brand. The
change in our audience is reflected in new formats, tonal
voices and story-telling cadence.
"Millennials
have a great sense of optimism and are filled with a ’can
do’ spirit that’s infused into all areas of their
lives. 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
broadcaster adds that its ratings were up in first
quarter, having launched four new shows Nitro Circus, Rob
Dyrdek’s Fantasy Factory, Daddy’s Girls and
The City.
MTV
GM Stephen Friedman says, "Change is in MTV’s DNA
and this generation is demanding their own MTV. Because they
expect more of themselves -- they also expect more of us.
Whether it’s escapism, aspirational reality or comedy,
they’ve demanded that we raise the bar. That’s what
Tony and his team have done with our new slate of programming."
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