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“I DON’T Want My MTV

Why would you want MTV in this digital age. This is from

Who needs MTV when we have Snapchat and YouTube? That’s what I wondered when I read Viacom CEO Philippe Dauman’s comments regarding the impact of digital on his entertainment conglomerate, which includes entertainment channels such as MTV. “That transition has now taken hold across the industry, creating disruption, but also spurring action and real momentum towards solution,” he said. He was referring to the negative impacts on his company related to its younger audiences.

“Real momentum towards solution” is an interesting choice of words, especially when you juxtapose it against the current media reality: the fight for attention. Instead of lavishing MTV and its siblings all of their attention, the youth of today, who have grown up with the omnipresence of the other network — the internet, both wired and wireless — are faced with a cornucopia of choices on how to spend their time. Snapchat and Instagram are two big winners of the post–internet generation’s attention-spending. And there are many more, including YouTube, which had a checkered history with Viacom.

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Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

Alan Cross has 38458 posts and counting. See all posts by Alan Cross

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