Although MTV makes extensive use of online social networking tools, it's not likely to acquire them, according to Van Toffler, president of MTV Networks Music and Logo Group. He says if social
networks are free, it doesn't make sense to spend a lot of money to buy them. MTV, he said at an industry event, is a content company.
However, MTV has shifted the tone of its
programming to be less cynical and snarky and more inspirational and aspirational, Toffler said. That plays to what the network's millennial viewers want. Less rebellious than their Gen-X forebears,
"they actually watch 'Jersey Shore' with their moms and dads."
Read the whole story at Billboard »