Entertainment | November 03, 2008 | 8 comments

American youth doesn't want its MTV

source: http://blog.wired.com/business/2008/11/how-screwed-is.html

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GeoffNI
Viacom faces a number of challenges, chief among them is the fact that its cash cow networks, MTV, VH1 and BET, are having ratings problems.

The company claims that ratings have gone soft because teens and 20-somethings are are tired of repeat programming. The solution, according to chief executive Philippe Dauman, is to "increase the amount of original programming;" add more components to "engage viewers" and experiment with "new ways to better serve our young audience and marketing partners."

Viacom also plans to ramp up promotional spots for some of its hits, including "The Hills" (above), "America's Best Dance Group" and "Exiled;" and to roll out some new original programs.

The comments were made during Wednesday's conference call, which was held to discuss Viacom's fairly rotten third-quarter. Net income fell 37 percent to $401 million, or 65 cents per share, down from $641 million, or 96 cents per share, last year.

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