Over the past decade, MTV has evolved from a music channel to one focused on youth entertainment - thanks to the phenomenal growth and popularity of series such as Jersey Shore, My Super Sweet Sixteen, Punk’d and Beavis & Butthead. As these series became the staple content of the channel, the evolution of the MTV brand to a full spectrum youth entertainment brand was signaled in 2010 by the decision to drop the strapline “Music Television” from the MTV logo.
The content carried by the channel now focusses on entertainment, ranging from reality to comedy to drama to observational documentaries and reflecting the young, amazing lives of the MTV audience. As a result, DStv decided to move MTV from the music segment of the EPG to the general entertainment segment as this is now the best “fit” for the channel.
Among the many programming highlights to look out for on MTV from October 2012 are the returns of sitcom Awkward, a heartfelt yet unsentimental comedy about the embarrassments of teenage life, with Ashley Rickards as gawky teen Jenna Hamilton. As summer approaches, MTV takes another outing to hang out one last time with Pauly D, Vinny and the gang from legendary reality series Jersey Shore (back for a sixth and final season), while cast members Nicole Polizzi and Jennifer Farley also star in their own spin-off series Snooki and JWoww, set in a converted firehouse in Jersey City.
Laugh-out-loud humour comes in the shape of hilarious video clip show Ridiculousness - back for a second series - while Guy Code keeps the fun flowing as young guys attempt to define and articulate the many “rules” that govern their lives.
British fashion expert Louise Roe continues to help ordinary, awkward and forgettable “plain Janes” get transformed inside and out in inspirational makeover programme Plain Jane, while 16 and Pregnant (Series 4) continues to navigate the bumpy terrain of young girls going through adolescence, growing pains, rebellion, and coming of age - all while dealing with being pregnant.
Award shows and music specials will remain a staple of the new-look MTV with “The 2012 Video Music Awards” being broadcast on 7 September and “World Stage” and “Pop up Video” making regular appearances on the schedule.
Commented Alex Okosi, Senior Vice President & Managing Director, Viacom International Media Networks (VIMN) Africa, “This move provides us with a great opportunity to better cater to DStv customers. Over the years, MTV has evolved into a youth entertainment brand that delivers hit programming loved by 16-34 year old audiences. We are excited that the channel will now be in a more relevant slot, enabling viewers easier access to its great entertainment content.”
Copyright : MTV Base