• by Gavin O'Malley , Staff Writer @mp_gavin, April 13, 2011

Was Judy McGrath, Chairman and CEO of MTV Networks, surprised about the advertiser backlash to 'Skins'? Not so much, she tells attendees of Media Magazine’s 2011 Outfront Conference. “I was disappointed,” McGrath said of advertisers' response to the network’s highly provocative series. Yet, “I knew that when we picked up that format … we knew it was provocative.” Despite what The Parents Television Council says about the teen drama, Skins could still see another season -- but no word yet on that from McGrath or the network.

Regarding MTV’s digital strategy, McGrath insisted you can never be totally satisfied or content. That said, “We’ve really … found our place, and we continue to move forward.” Oh, and “it’s iterative” or “constantly evolving” -- “it” being MTV’s multichannel content strategy. A hopeful McGrath added: “Don’t you think that at some point that we’re going to stop saying digital?”