• by Wayne Friedman , Staff Writer, April 13, 2011

Sitcoms for millennials? This isn't for MTV networks' young audience, which is why many of its reality shows may work better.

"They like the punch line first," says Judy McGrath, chairman/CEO of MTV Networks, at MediaPost's Outfront event. She who notes that sitcoms like "Seinfeld" and the like just don't register. Characters like Borat and others are the more important, she says.

McGrath point is that research shows its audience wants the immediate entertainment value.