Posted on: Tuesday, August 7, 2001
Country Music Television network remaking itself for younger viewers
Associated Press
Enthusiastic young fans crowded into the Country Music Hall of Fame to cheer on Brad Paisley as one of the first "CMT Most Wanted Live" shows aired. Slightly apart from the crowd, John Sykes watched, chatting with nervous Country Music Television employees who sidled up to introduce themselves to the new boss from New York.
Sykes, an MTV Networks executive who was there when MTV was being created and is the mastermind behind VH1, is remaking CMT, which became part of MTV Networks just over a year ago.
"Walking into the lobby of the Country Music Hall of Fame today, and seeing the crowds cheering, and seeing Brad Paisley there with these cool, young hosts, it said to me, 'This could be one of the best businesses we have at MTV Networks,' " Sykes said.
Despite declining sales and record company layoffs, country music is getting a vote of confidence — and a substantial investment — from media giant Viacom Inc., parent company of MTV Networks. It doubled CMT's production budget this year from $10 million to $20 million.
"To me, it's one of the last great opportunities," Sykes said. "On cable and satellite, there are five news channels fighting for the viewer's attention. There are constant numbers of movie channels constantly battling for viewership.
"Well, here's country out there, with 40 million radio listeners a week, and we have the only dominant country music channel."
It wasn't that long ago when country music had two major television outlets: CMT for videos and TNN (The Nashville Network) with a variety of shows.
TNN, which started in 1983, led the way in programming original shows. The flagship program was "Nashville Now," a country version of the "Tonight" show hosted by Ralph Emery. Gradually, TNN began experimenting with non-country programming, and eventually TNN moved to New York and was renamed The National Network, airing little country music.
Sykes said the goal is for CMT to be "the destination on television for all things country music."
"And that means not just video but concerts, specials, events, interview shows and documentaries," Sykes said. "The budgets of MTV and VH1 and Comedy Central dwarf the CMT budget. We've got to invest and put some good quality programming on the air."
Weekly live telecasts from the Grand Ole Opry are moving from TNN to CMT on Aug. 18. And a new series called "CMT Crossroads" debuts on Sept. 16, pairing a country artist with a sometimes unlikely musical friend. The first episode features Hank Williams Jr. and Kid Rock.
Another goal clearly is to get a younger audience.
Whereas the old "Nashville Now" featured the veteran Emery, "CMT Most Wanted Live" is hosted by Lance Smith with news announcer Amber Mogg — both in their 20s. And a performer like the young Paisley "doesn't look like a guy from 'Hee Haw,' " as Sykes put it. "He looks like a young cool star that if he were singing a different style of music he could be on VH1."
