Wednesday, December 17, 2008

MTV Pumps Up User Content

TV Week: MTV will expand its original programming in the first quarter by launching a two-hour block of new content on Sundays at 9 p.m. and adding original shows Monday and Thursday nights. The network has given the go-ahead to nine new programs aimed at its 12-to 34-year-old target, including shows from Donald Trump, Nick Lachey, Sean "Diddy" Combs and Johnny Knoxville.

The new Sunday night block is centered around "entrepreneurship, ambition and enterprise with attitude," says programming executive vice president Tony DiSanto. The fresh programming reflects a young generation of "adventure capitalists, who live, work and play on their own terms," says Brian Graden, president of entertainment.

Translation: Expect lots of inexpensive user content. For instance, "College Life," is shot at the University of Wisconsin by the students and gives viewers an unpolished intimate look at college kids telling their stories their own way, says the network.

What? This isn't's nothing of the sort
This is plain old tv shows, shot with a crew. aka reality tv. There is no UGC submission or fan based involvement.

A whole pr shimmy for the advertisers. This one has not been hoodwinked.

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