• by Joe Mandese  @mp_joemandese, April 13, 2011

MTV Networks chief Judy McGrath is explaining the logic behind MTV's shift form polished Gen X oriented programming of yesteryear to its more contemporary focus on "more gritty" takes – like "Jersey Shore" and "Sixteen and Pregnant" – which are aimed squarely at Millennials.

The reason, McGrath alluded, isn't just a generational shift, but an emotional one. Millennials are wired very differently from previous youth generations, she says, noting, "They seem to have this incredible lack of employment opportunity, and yet they think they can change the world."

While that may not seem like the ideal demo for some marketer's brands, they will eventually get jobs and change the world.