MTV Meets Web 2.0 Halfway

Will user-generated content, viral videos, be fountain of youth?
By J. Kelman,  Newser User
Posted Apr 17, 2007 1:26 PM CDT
MTV Presents The Hills: Live Finale Party    (Getty Images (by Event))
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(Newser) – MTV is fighting an unprecedented drop-off in ratings by tapping straight into the YouTube generation. The revamped bastion of youth culture will be less cable channel and more media hub, letting its teen viewers decide—and create—what they want to see, while keeping them connected to their digital world.

The new MTV will collect material from Web memes, as in the new series "Scarred," which features short videos of crashes, accidents, and wipeouts. It will also rely heavily on user-generated content: witness "Jack My School," in which Ryan Seacrest tries to convince one lucky viewer's principal to improve her school.