After years of celebrating wealth, celebrity and the vapid excesses of youth, MTV is trying to gloss its escapist entertainment with a veneer of positive social messages. Last fall, after the financial crisis erupted but before the presidential election, MTV executives gathered in New York for meetings to discuss the direction of the network and whether programs like “The Hills,” which chronicles the lives of the young and rich in Los Angeles, and “My Super Sweet 16,” a weekly visit to over-the-top coming-out parties, had trapped MTV in a decadent age that was passing.
In the era that was passing, Mr. Friedman [MTV general manager] said, “the humor was more cynical, the idea of community seemed earnest and not cool. It’s the opposite now.”
April 19, 2009 by smallin