Viacom's Dauman Outlines MTV Turnaround
Viacom CEO Tells Goldman Sachs Communacopia Crowd To Expect Diversified Programming Genres At MTV
Claire Atkinson (Broadcasting & Cable) 9/16/2009 2:00:50 PM EDT
Viacom CEO Philippe Dauman outlined plans to rebuild MTV at Goldman Sachs' Communacopia conference Sept 16. Dauman said the firm is working with a wide range of producers with expertise beyond the channel's core reality-programming competency.
The channel is planning to have a series premiere or event every couple of weeks, he said, and is relaunching Tuesday night with a recast The Hills. The male block MTV created for Sunday night is moving to Thursday, and acquired programming will reposition Friday as a new movie night. Dauman also described a new show, Disaster Date, which he has high expectations for.
"We'll have live action, animation and many more genres giving us more opportunity for hits in different areas, all in keeping with our new sensibility," he said.
Dauman said he hopes other MTV Networks channels can follow the successful example of BET, which replaced its programming team and has improved ratings.