MTV rolls out big guns to promote new shows
With a pitch aimed at Main Street America, both coasts and everywhere in between, MTV Networks told Madison Avenue Tuesday that it touched everyone, everywhere, every way. The Viacom cable division's third annual "upfront" presentation at the Madison Square Garden Theatre was another star-filled affair, mixing celebrities, humor, music and a blend of subtle (and not-so-subtle) attempts to gain a greater share of marketing dollars for the white-hot young adult demographic.
The two-hour-plus presentation included performances by the Black Eyed Peas, Willie Nelson and Jessica Simpson and, to conclude the show, recent chat-toper Mariah Carey. Also appearing were Halle Berry, Paul Reiser, Goldie Hawn, Roseanne Barr and Don Cheadle.
"The Daily Show" host Jon Stewart also showed up, mocking Viacom's penchant for launching new networks of all ages. He said the next one up will be called "Sonogram". "It's for the fetus," he joked. "I guess what I'm trying to say is, we're going to get you. No use trying to get away, we're going to get you."
MTV Networks chairman and CEO Judy McGrath said MTV is the nation's No. 1 media brand among young adults. Meanwhile, executives unveiled research showing that young adults spend 6.5 hours a day with media and three hours a day watching TV (second only to sleeping). That's up 3% from last year, said Betsy Frank, executive vp research at MTV Networks. "TV is alive and well," Frank said. "In fact, it's flourishing."
Comedy Central and Chris Rock announced a diversity internship program for developing writers. "We're going to get some black people working at Comedy Central, and other Viacom networks," Rock said. Spike TV president Doug Herzog announced the network will adapt the theatrical franchise "Blade" as a series for early next year. New Line Television and Marvel Studios will produce the project, with David Goyer, writer-director of "Blade: Trinity", executive producing. Goyer is not expected to write the pilot.
VH1 general manager Christina Norman gave a sneak preview of the channel's next "celeb-reality" series, including "Hogan Knows Best" with wrestler Hulk Hogan, "Kept" with Jerry Hall and "Rock School" with former Kiss frontman Gene Simmons. MTV also gave a glimpse of its new reality shows including "That '70s House".
Nashville-based CMT announced the launch of four new series for the second half of the year, including "American Soldier", which chronicles a small-town National Guard brigade. Even TV Land got into the originals act, announcing five original series and specials including "Hi-Jinks", a hidden camera show, and a talk show starring comedian David Steinberg. (Reuters / Hollywood Reporter)
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