MTV turns 40 on Sunday, and it hardly looks its age. Well, that’s because it hardly looks like, well, anything anymore. At least that’s the depressing state of the linear MTV channel, which i…
” didn’t air on MTV, but rather on Paramount Plus. Under Sheila Nevins, MTV Documentary Films is continuing to grow into a top-notch label for docs, recently earning an Emmy nom for “76 Days” — but that film ran on Pluto TV, and later Paramount Plus, not on MTV. MTV Entertainment Studios landed four Emmy nominations, but not for MTV fare — it was via two for “Emily in Paris,” on Netflix, and two for “Reno 911,” on the late Quibi.
But that brings us back to linear MTV. What to do with a legacy linear brand on autopilot? For its 40th anniversary, I say: Give MTV back to the 40-year-olds. Ironically, in 2021 MTV has once again morphed its brand toward the Gen X crowd and millennials than Gen Z, who aren’t… watching TV at all.
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