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 The network that championed "Rock the Vote" in the 1990s and
tackled issues like abortion and AIDS on "The Real World" is
burnishing its activist credentials again amid a new wave of
teens fighting for a change using non-traditional methods to
promote causes ranging from gun control to gay rights.
"The voice of young people is only getting louder and that has
inspired us to elevate our game," MTV President Chris McCarthy
told Reuters. "Our job is to put a fire hose and amplify it."
After a five-year slump in viewers, the Viacom-owned network has
seen four straight quarters of growth and its highest
third-quarter prime time ratings in seven years, according to
Nielsen figures.
The data shows a 46 percent surge in MTV's target audience of
18-34 year olds compared with the same period in 2017.
Yet traditional TV viewing by Americans aged 18-24 has plunged
more than 40 percent since 2012, according to 2017 Nielsen data,
as young people engage more with streaming, social and digital
media.
At its 35-year mark, MTV is responding with new programming on
issues such as substance abuse, immigration and politics.
McCarthy, who was appointed in July 2016, says there in no
contradiction between social issues and shows such as the
raunchy "Ex on the Beach" and a recently announced reality
series with actress Lindsay Lohan.
"Part of why we are successful is because the audience is
looking for authentic escapism and activism. It's part of our
promise to do both things," McCarthy said.
MTV was quick to support students in Parkland, Florida, who used
social media earlier this year to turn a school shooting into
mass protests against gun violence.
The network went dark for 17 minutes as students walked out of
schools nationwide, handed over its Facebook, Instagram and
Snapchat accounts to young voices, and helped sending 17 buses
to Washington, D.C. for the "March for Our Lives" protest in
March.
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At the end of 2018, MTV will launch an annual Teen Trailblazers
event to highlight the efforts of more than a dozen young people who
inspire others on issues ranging from the environment to women's
rights, McCarthy said.
Just as "16 and Pregnant" threw a spotlight on the high U.S. teen
birth rate five years ago, MTV is considering new shows, such as "16
and Addicted" for substance abuse, and "16 and Transitioning" on
transgender issues.
Another show in production, called "Border Life", will feature young
Mexican-Americans.
"There is so much conversation about the border and immigration. We
wanted to bring faces and stories about what it's like to grow up
and have a family and businesses on both sides," McCarthy said.
In 1990, a bikini-clad Madonna wrapped in a U.S. flag urged MTV
viewers to go out and vote as the network partnered with the "Rock
the Vote" campaign that mixed pop culture and politics.
MTV plans to mark the U.S. mid-term elections in November with a new
campaign. It has yet to give details, but notes that pop culture and
politics have long gone hand-in-hand.
"With Gen Z and Millennials, the lines between activism and
entertainment is completely blurred. Some of the best actors and
celebrities are also the biggest activists," McCarthy added.
(Reporting by Jill Serjeant, Editing by Sherry Jacob-Phillips)
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