The Future of MTV Will Be Scripted

By David Schoetz

Mar 22, 2010 12:38pm

That may have been the headline of Bill Weir's profile of the network no longer called Music Television. For anyone who grew up a part of the MTV generation, including me, the segment waxes some nostalgia while also looking at nearly 30 years (29 to be exact) of reinvention. Several insiders, including MTV President Van Toffler, walk us through the evolution — the stuff that worked, the stuff that didn't, the "fickle" audience, and of course, the moments everyone remembers. The insta-success of "Jersey Shore" is discussed, but Toffler says it is scripted programming the network will try to bank on in the near term, including a show called "The Hard Times of RJ Berger," about a well-endowed but chronically bullied high school student. See the trailer HERE. Apologies for not getting it out sooner — the segment aired one week ago. At the time, we put out the question on Twitter, "Your favorite MTV show of all-time?" Of course, the answers were amazing and obscure. If I had to pick one, I might say the single season of Dan Cortese and "MTV Sports."  

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