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MTV Ditches Rich-Kid Shows for Do-Good Obama Era

By Amelia Atlas,  Newser User

Posted Apr 19, 2009 6:23 AM CDT

(Newser) – MTV is hoping to boost its sagging ratings by revamping itself in the image of the do-good Obama Era, reports the New York Times. In a new reality show, The Buried Life, four buddies road trip across the US, checking off the 100 things they hope to do before they die—with a good Samaritan twist: Deserving locals get help with their own wishes too.

The deepening financial crisis has forced MTV to rethink its offerings, which reflect the decadence of a bygone era. Other forthcoming shows include TI’s Road to Redemption, in which the rapper helps troubled youth, and a show about a performing arts school headlined by Nick Lachey. In the past, "humor was more cynical, the idea of community seemed earnest and not cool,” noted one exec. “It’s the opposite now.”


Recording artist Clifford 'T.I.' Harris will have an MTV show about helping troubled kids stay on the straight and narrow.
Recording artist Clifford 'T.I.' Harris will have an MTV show about helping troubled kids stay on the straight and narrow.   (Getty Images)
Nick Lachey will have a show featuring a performing arts school in Cincinnati, called Taking the Stage.
Nick Lachey will have a show featuring a performing arts school in Cincinnati, called "Taking the Stage."   (AP Photo/Isaac Brekken)
The cast of Taking The Stage from left to right is Shaakira Sargent, Malik Kitchen, Jasmine White-Killins, Tyler Nelson and Mia Curruthers.
The cast of "Taking The Stage" from left to right is Shaakira Sargent, Malik Kitchen, Jasmine White-Killins, Tyler Nelson and Mia Curruthers.   (PRNewsFoto/MTV, Ewan Burns)
Whitney Port, left, Audrina Patridge, center, and Lauren Conrad, stars of the MTV series The Hills arrive at the MTV Movie Awards in Los Angeles, Sunday, June 3, 2007.
Whitney Port, left, Audrina Patridge, center, and Lauren Conrad, stars of the MTV series "The Hills" arrive at the MTV Movie Awards in Los Angeles, Sunday, June 3, 2007.   (AP Photo/Matt Sayles)
From left, television personalities Audrina Patridge, Lauren Conrad and Whitney Port attend 'The Hills' finale party at Tavern on the Green on Monday, Dec. 22, 2008 in New York.
From left, television personalities Audrina Patridge, Lauren Conrad and Whitney Port attend 'The Hills' finale party at Tavern on the Green on Monday, Dec. 22, 2008 in New York.   (AP Photo/Evan Agostini)
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TI - Road To Redemption (Trailer #1) - from TI's Official Website.   (ka7i7y)

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It was very clear we were at one of those transformational moments, when this new generation of millennials were demanding a new MTV. - Steven Friedman, general manager of MTV

It felt like a compelling narrative and a way to see a celebrity in a new and surprising way. You normally see a guy like him swaggering through music videos. - Michael Hirschorn, producer of T.I's Road to Redemption

It’s not like you flip a light switch from one type of programming to another. The notion of escapism will still live next to inspiration. - Van Toffler, president of MTV Networks

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COMMENTS
Showing 3 of 5 comments
atris999
Apr 20, 2009 8:15 AM CDT
I was humble before being humble was cool. Joking aside, MTV, sadly, has considerable sway over our culture. What they should be doing for the youngsters is too advocate some damn manners!
Mad
Apr 19, 2009 5:47 AM CDT
Actually, what topic one chooses to rant about is a conscience choice ... what a person LAUGHS at is far more telling of their genuine nature
Jojo
Apr 19, 2009 4:37 AM CDT
I used to watch MTV around the clock, they HAVE had some decent shows in the past - Cameron Diaz did Trippin - where she took a group of celebs to remote locations around the world to show what it's like there, Road Rules used to do the same in a way - but ever since they turned into "Hip Hop 24/7" I have no use for it anymore. It's nothing but "yo yo, look at my bling and my dance moves". Wow, it's simply SHOCKING they are losing money/viewers (said sarcastically)

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