I Want My MTV

MTV was at the forefront of youth culture for decades, from music videos to reality television to their popular award show. Their approach to cable television was rebellious and unique, constantly staying relevant in the zeitgeist. From 1992 to 2005, MTV was the #1 cable network for viewers aged 12-24 years old. Despite their former glory, they no longer have the same relevance, going from a cultural taste-maker to a nostalgic brand. Over time, MTV stopped reinventing itself, growing stale in its programming — 16 of MTV’s 28 current programs were launched before 2012 with Ridiculousness comprising over 60% of its schedule – as culture moved on. Between 2010 and 2015, MTV lost almost 50% of its critical 18-49 demographic. Revenue cratered by 17% to $1.15 billion. How can MTV tap into its once-rich brand equity and find value for present and future generations of youth? Sumner Redstone, the former CEO of Viacom once claimed that MTV was '...probably the single most powerful brand in the world." — fueled by the spirit of acting out, speaking up, embracing failure, and pushing boundaries. We propose that MTV go back to what it did best — breaking the rules and horrifying your parents.