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MTV Is Relevant Again

The Daily Beast, Wednesday, September 15, 2010 11:26 PM

With "Jersey Shore" averaging around 6 million viewers per week and Sunday's Video Music Awards watched by an audience of 11.4 million (the award show's highest ratings since 2002), MTV appears to be regaining its pop-culture clout. "MTV is back," declared Richard Greenfield, an analyst with BTIG who has been notoriously negative on the network and its parent, Viacom, for the past few years.

But the VMAs are a one-off and "Jersey Shore" stars, not unlike the other breakout hits to come before it, will eventually fade. Before that happens, MTV needs to develop a slate of shows that collectively span genres and audience demographics to provide a solid ratings foundation and generate enough advertiser appeal to avoid falling into another prolonged slump. "World of Jenks," for example, is aimed at men who want their reality real.

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