Sharp focus lifts MTV to its best year

By Gary Levin
USA Today

Viva la MTV.

The 22-year-old cable channel is having its best year yet, even as younger viewers abandon other networks. Ratings are up 10 percent from last year. MTV again leads cable networks with the 12-to-24-year-old target audience and is tops among the 12-to-34-year-old crowd.

The reason? MTV, which moved most music videos to newer sibling MTV2, has put a laser-sharp focus on original series, cleverly packaged in "Sunday Night Stew" and weeknight "10 Spot" blocks.

And, through skill or luck, it has avoided the one-hit-wonder phenomenon. In past years, "The Real World" and "The Osbournes" have lit up the Nielsens. This year MTV has a half-dozen new shows all doing well with its core crowd.

Among them:

• "Newlyweds," a reality series that follows dim Jessica Simpson and hubby Nick Lachey.
• "Punk'd, "Ashton Kutcher's celebrity hidden-camera series.
• "Rich Girls," which follows two heiresses.
• "Viva la Bam," recounting the wacky exploits of skater Bam Margera.

"We've done a lot more talent-driven projects," says MTV programming chief Brian Graden. "We've embraced the culture of celebrity and moved away from the 'Fear Factor' kind of reality show."

Next: " 'Til Death Do Us Part: Carmen and Dave," due Jan. 21, features former "Baywatch" star Carmen Electra and guitarist Dave Navarro, who wed last month.

Also, due in February is "True Life: I Want to Be a Celebrity," which "profiles young people who have taken their obsession with a celebrity a bit too far," Graden says.

A third series will focus on the "hip-hop car culture."

MTV will slow program launches to a trickle early next year as it rides out ratings success.

One glitch: Kutcher's abrupt decision last week to end "Punk'd." MTV will discuss other projects with him.

Another: 20 new episodes of "The Osbournes," due next year, may be delayed by Ozzy's recent crash of his all-terrain vehicle in England.