• by David Goetzl , February 2, 2010

Could it really have been an upfront event? Not with flurries in the forecast and the tone deaf still on "American Idol."

Yet it did appear as if MTV ushered in upfront season Tuesday afternoon with a high-energy presentation at New York's historic Hammerstein Ballroom. The u-word was nowhere to be found, but the show had all the makings of a traditional May gathering: a big-time live act (Usher); sizzle reels of upcoming shows; not-so-subtle pitches to advertisers; and an after party.

But why hold it now? One attendee remarked: "Probably cheaper on a Tuesday in February." But maybe it's another matter of timing. After several years of declining ratings and questions about its relevancy among young people, the network has a buzzworthy hit and wanted to draft off it.

"Jersey Shore" recently completed its premiere season with a finale that drew 4.8 million viewers. And the hype has continued with people now debating where they would like next season to be filmed (the Hamptons, South Beach, next to their summer homes ...).

Surprisingly, the "Jersey" cast did not make an appearance on stage during the presentation, but made a splash at the bar afterwards, along with other MTV talent. The show opened with Usher doing several numbers and plugging MTV in between -- the once and future maypole of youth culture, he offered up.

He recalled the network turning Michael Jackson's "Thriller" into a video sensation. Shifting ahead, he said "MTV is a movement ... (it) reaches the youth ... a new generation in a way no other channel can."

But that's been up for debate, with younger people flocking to social networking sites and gorging on online video. By one measure, ratings at MTV are down this season by 2% in the adult 18-to-34 demo. MTV also says Nielsen figures show that among 12-to-34 year-olds -- what it considers its core demo -- full-day ratings are up 19% for the January 2009-January 2010 period.

During Tuesday's fandango, Usher was followed by a video montage of current shows that MTV said are transforming the channel, including "Jersey," "Teen Cribs," "Teen Mom" and "16 and Pregnant."

Next came a rundown of shows coming soon. "The World of Jenks" has 23-year-old documentarian Andrew Jenks -- he of HBO and ESPN -- spending a week living with a range of people, from the incarcerated to a homeless teen. An extended, oft-humorous clip of his time with an ex-con rapper was well-received by the audience.

"If You Really Knew Me" is a reality series about a day-long program that looks to break down cliques in high schools. Each episode takes place in a different school, where jocks might connect with geeks over emotional and intensely personal challenges they realize they both face.

"The Dudesons of America" has the cringe-inducing daredevil Johnny Knoxville in a producing role. Knoxville headlined one-time MTV hit "Jackass," and the four "Dudesons" from Finland look to provide the same sort of excitement about masochistic stunts.

MTV also has two scripted shows coming in "The Hard Times of RJ Berger" (about a well-endowed young man) and "Warner the Ape" (with a raunchy puppet).

MTV also pitched advertisers on a "Your Brand. Your Band." gambit where a marketer can attach itself to an up-and-coming artist to use as an ambassador.

This story has been updated.