MTV President Defends Network's Motives, Disses Generation X

Hey, remember when we told you about MTV’s logo change, where the company removed the words “Music Television” from their emblem? Well, MTV commented on the changes they’ve made content-wise in recent years, and why they think music videos exist in a completely different way for today’s youth.

According to Van Toffler, president of MTV Networks Music and Logo Group, the network has simply done what any attentive media source should do: change with the times. “Music videos were the soundtrack of pop culture,” he said. But as time went on, viewers wanted “more genre shows,” and so the cable network responded with animated shows and reality series.

Music and music videos still play a major role in the MTV brand, Toffler assured listeners at the Billboard Music & Money Symposium, but the company exhibits those elements in new ways now. If you pay attention during MTV reality shows, the music played during the show is all identified on-screen through text that pops up as each song begins. Plus, music-centric events like the VMAs are still a huge part of MTV’s image.

So why is MTV abandoning the once-loyal Generation X audience that has kept it going strong for years? “Because you’re cynical,” Toffler half-jokingly said. Looks like brooding is out and family-focused is in; Toffler said teens these days tend to cozy up next to mom and dad to watch MTV reality hits like Jersey Shore. The times, they are a-changin’…

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