Do they still want their MTV?

We all know MTV is under constant attack. First they slow down the video rotation, then they play hours of reality TV. Now the youth network is fighting the same battle all the others are facing - only worse says the New York Times:

But finding the edge was simpler before competition for its core demographic started coming from all fronts, from video games and social-networking Web sites to amateur clips on YouTube. And consumers can use the Web to come up with their own reality narratives — the current transformation of Britney Spears from pop superstar to bald alien is pretty tough for anyone to compete with.

Being the coolest thing on television is a feat, but not one with a lot of future when most of the coolest things no longer live there.

MTV has been madly programming screens of all sizes and looking to engage consumers on whatever device they choose, but it has been slow going. Rising above the clutter was a lot easier when we were all staring into the same campfire.

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I still watch MTV, but am an old fart compared to the target demo who believe television is YouTube. CONTACT: Leave me a Houston or Texas media news tip | COMMENT: Click to leave your thoughts on this post here