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MONDAY, NOVEMBER 23, 2009
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MTV Ditches Rich-Kid Shows for Do-Good Obama Era

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(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
Nick Lachey will have a show featuring a performing arts school in Cincinnati, called "Taking the Stage."   (AP Photo/Isaac Brekken)
The cast of
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
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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11 comments
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paul123
Apr 19, 09 8:48 AM CDT
Any change to MTV's vapid line-up would be an improvement. Reply
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Thinker
Apr 19, 09 10:18 AM CDT
I am so sick of rich people, rich kids, and rich lifestyles. I just might start watching television again if more stations start doing stuff like MTV (and I don't mean showing poor people getting material possessions or makeovers, either). Oh, and how about a television show where wealthy people get humiliated for treating middle class folks like garbage? Reply
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IN RESPONSE:
NutsInNY
Apr 19, 09 10:38 AM CDT
I thought Paris Hilton's "The Simple Life" did the latter: it made rich folks look stupid and effete, in a middle class context.
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Jojo
Apr 19, 09 11:37 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) Reply
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IN RESPONSE:
NutsInNY
Apr 19, 09 11:56 AM CDT
Yo yo... This is why it's hard to take you seriously for promoting your controversial science "proving" that African-Americans have lower intelligence... So many good causes about which to be passionate, yet that's the one you choose to rant about. (The battles one chooses speaks volumes about the person and his/her psycho-social landscape.)
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