MTV viewers are interested in the rites of passage — such as young people moving into their first apartments and getting jobs in "Real World" — that are relatable yet more entertaining than their own lives, Friedman said. "We're looking for the lives of our audience amplified," he said.
"They did a really good job of doing a lot of research on their consumers and figuring out what is resonating with them," said Maureen Bosetti, an executive vice president at ZenithOptimedia, an ad buying and research firm. "I think it shows in the programming, and that's why they have hits like 'Jersey Shore.'"
Another key moment for MTV was the Video Music Awards incident in 2009 when Kanye West questioned Taylor Swift's award-worthiness onstage, an episode that exploded through social media. Toffler said MTV had been grappling with how to deal with social media, and came to see it through West's outburst as a means rather than an end: Social media can be a boon to the company if it has the content people want to talk about.
Blessed with success, MTV is looking to spread the "Jersey Shore" franchise with two spinoffs. In one, Nicole "Snooki" Polizzi and Jenni "J-Woww" Farley buy a new house together; the other focuses on what disc jockey Paul "DJ Pauly D" DelVecchio's life is like. Neither project has air dates yet.
AP
Actor Tyler Posey arrives at the MTV series... View Full Caption
Actor Tyler Posey arrives at the MTV series premiere of "Teen Wolf" in Los Angeles on Wednesday, May 25, 2011. The series, a take on the feature film of the same title, debuts on MTV on June 5th after the MTV Movie Awards. (AP Photo/Dan Steinberg) CloseFor MTV and other networks, taking advantage of a huge success in this manner is like holding your hand close to a fire. You can be warmed or burned, and it can all happen very fast.
"They've seen these ups and downs throughout their history — these big highs and then it all comes crashing down," Bosetti said. "You don't want to overexpose anything and you don't want to have too much of a good thing, because it will burn out."
That explains the breadth of programming under development at MTV, with scripted series the biggest step. "Teen Wolf" remakes the old Michael J. Fox movie at a time vampires and other supernatural creatures are popular. "Awkward," due in July, is about a high school girl who isn't noticed until an accident leaves her in a body cast. MTV hasn't said whether it will move forward with the sexually frank series "Skins," which attracted considerable attention last winter.
MTV has aired the reality series "I Used to Be Fat" and has "Ridiculousness," a show that runs through funny online videos, in the works. The network is also developing a new generation musical countdown show aimed at helping viewers come to grips with the breadth of music online.
Toffler said he's also interested in a show that explores the young generation's curiosity about faith and religion, as well as a program about integrating into the work force. It all must be tooled to a generation that thinks it's easier to start a company than to send out resumes, go on interviews and try to work for someone else, he said.
Even with programming forms similar to many other networks, MTV must speak to the life passages that happen quickly for its young viewers, Friedman said.
"One of the things the audience said to us was, 'You have to be pioneers and take risks,'" he said.
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