[12-30-97 Tues] MTV has decided to reorganize its programming, realizing it's time to grow up. The station, now 16 years old, is under new management, and will be canceling some shows - and changing their music format. Among those shows are their trademarks, "MTV Unplugged", those comical teenage morons "Beavis and Butthead" (the change has already begun; but repeats will stop soon, too) and "Singled Out", the show that made a television star out of Jenny McCarthy. Maybe MTV is just trying to 'clean up' its image; they've added 'nicer' shows like "Daria" and "Austin Stories".
"It seemed like we were serving up music the same way forever," MTV President Judy McGrath, said. McGrath is the oldest of the managers, at the age of 45. "We needed a different tone, one that maybe isn't so frantic, not so noise-driven. We decided, 'Let's challenge everything.' "
Their few music videos that they play now will be changing. MTV will take out the grunge and the "I-hate-my-life sound." They will be adding more upbeat pop, electronic dance and alternative music, and "Live From the 10 Spot." Also along with their reshaping the format for mostly 14 to 24-year-olds, their are even thinking about using novels and books as regular programs. "We're going to try some insanely stupid things," says Brian Graden, 34, the network's top programming executive. "If you don't try to turn everything upside down, if you don't take some risks, you'll never get real greatness."
The real greatness would be actually playing some music videos. "It takes a year and sometimes more to change perceptions," says Van Toffler, 38, MTV's new general manager. "But we know that music is the core of MTV, and it's always going to be."
Various Artists - December 30, 1997
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