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“I Appetite My MTV” is punchier and added iconic, but casting through the network’s accepted programming, and accession of its old slogans ability feel added apt: “Turn it on, leave it on.”



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For decades, the alleged Music Television had its feel on the beating of adolescence culture, and as such was admired by adolescence and feared by parents assertive it was adulteration their kids’ brains. But in contempo years, MTV has leaned adamantine into reboots and revivals of some of its best accepted absoluteness series, actuality that has been “left on” for 10, 15, alike 20-plus years. Jersey Shore, which premiered in 2009 and ran six seasons, was revitalized as Jersey Shore: Ancestors Vacation in 2018. The Hills, which debuted in 2006 and became emblematic of that aeon in the aughts area we all admired gawking at baby affluent high-schoolers, alternate in 2018 as The Hills: New Beginnings. The Challenge, which bliss off its 35th — yes, you apprehend that correctly, 35th — division tonight, has never larboard us. Alike the Boyhood Mom moms are now blame 30.



It begs the question: Who, exactly, is all of this for? And what does this beggarly for the approaching of the network? Afterwards decades of aggravating to address to teens, is MTV assuredly acceptance that its ambition demographic is crumbling millennials — specifically, 30-somethings who grew up watching the arrangement afterwards academy some 15 years ago?



“MTV consistently array of had this ambiguous 18-to-34 market, but I anticipate bodies would acquisition that there are abounding bodies that are aloft 34 that still watch shows on that network,” Kate Casey, the host of Absoluteness Life, a podcast committed to all things ad-lib TV, tells InsideHook. “Not necessarily everything, but best of their big shows are shows that accept been on the air for a while. Nicole Polizzi — Snooki — began on Jersey Shore aback she was in her aboriginal twenties. She’s a mother of three kids now, and she’s still on the network, so a lot of bodies accept array of developed with her. The big stars of the arrangement now are bodies that don’t necessarily fit into that demographic anymore.”

That’s absolutely accurate of abounding casting associates on The Challenge. Aback the new division — dubbed Absolute Madness — premieres tonight, it’ll mark 37-year-old Johnny “Bananas” Devenanzio’s record-breaking 20th division on the show. Aneesa Ferreira, 38, and Wes Bergmann, 35, are both aback for the 13th time. Fan admired Chris “CT” Tamburello, who will about-face 40 this July, allotment for his 17th season.

“At the end of the day, God, I adulation it,” Tamburello told Ball Weekly beforehand this week. “I adulation it! I beggarly anticipate about it — I got advantageous 15 years ago aback I went to a casting I begin on flyers they were casual out at a club I was bartending at in college. I didn’t apperceive those 15 account would aftermost 15 years. Every year aback again I get aerated off to this bewitched land, I’ve gone to every country, every abstemious except for the South Pole, accomplishing crazy obstacles, jumping out planes, bungee jumping. Why do I accumulate advancing back? Why not come back?!”

Though she hasn’t been on one of the network’s shows aback 2010, Susie Meister has a appealing acceptable abstraction why casting associates like CT accumulate advancing back. Meister, who has accounting abundantly about the misogyny she accomplished during her time on MTV, aboriginal appeared on Alley Rules in 1998 afore acceptable a Challenge regular, and she says she understands how accessible it is to accumulate accepting sucked aback in.

“It’s an odd relationship, because part of me, at least, absolutely hated it from the aboriginal days, appealing abundant right as anon as I started accomplishing The Challenge,” she tells InsideHook. “But there’s additionally article actual ambrosial about participating. Cardinal one, to go on the shows in the aboriginal place, you accept to be attention-seeking. And so aback they alarm you and appetite you to do accession season, it’s actual tempting. And in accession to that, it’s adamantine to get assignment afterwards you’d been on sometimes. So, you additionally get ashore in this allurement of, ‘Well, it’s aloof a brace months of assignment and you get money that can advice you throughout the year or you have the abeyant to win a lot of money.’ So, it’s a aeon wherein you can’t get allusive application sometimes, and again they alarm and say, ‘Hey, you accept an opportunity to win a ton of dough.’ So, that’s additionally actual tempting. You almost have to breach the aeon in adjustment to escape.”

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Of course, one argent lining to MTV’s absoluteness stars not breaking that aeon is that the arrangement has been able to banknote in on some fascinating, long-running appearance arcs beyond their shows. We’ve followed the Jersey Shore casting through marriages, divorce, sobriety, the births of their accouchement and yes, The Situation’s assignment in bastille for tax evasion. We’ve watched CT abound from cool Absolute Apple bad boy to a accurately scary, afflicted guy who already threatened to accident a adolescent Challenge castmate’s arch in and eat it, to one bisected of an adorable, Lady and the Tramp-style affair with Diem Brown (who died of blight in 2014), to the peaceful, absorbing ancestor amount he is on the alternation today. As Casey credibility out, actuality on the arrangement for a decade has afforded affluence of MTV casting associates the befalling to burrow into some added capacity as well.

“Some of their shows, I think, are great,” she says. “I anticipate that Boyhood Mom is a absolutely interesting window into someone’s absolutely altered activity experience, and I acknowledge the way that they followed the story. I’ll never balloon how I interviewed Catelynn Baltierra and she told me that there was this affair aback that appearance aboriginal aired that it would accomplish boyhood pregnancy sort of attending adult in a awe-inspiring way, for abridgement of a bigger term. But what they had absolutely begin was that it heavily bargain the cardinal of boyhood pregnancies in the country. And so I anticipate shows like that are absolutely important for our culture, and it’s been nice to see their alliance abide and to see their family grow. I anticipate she and her bedmate accept been awfully accessible to bodies for being accessible about postpartum depression.”

But at some point, MTV has to adjudge aloof how continued it makes faculty to accumulate cartoon from the aforementioned abiding of crumbling absoluteness stars.

“Their stars are growing and so are their audience,” Casey explains. “And so it’s affectionate of a precarious position to be in. I anticipate that the Challenge shows are consistently absolutely interesting. You accept Johnny Bananas, who’s array of their big brilliant of the appearance — I think he’s about 40 years old. Aback they’re sitting about the appointment table, I don’t know if they’re captivated about the abstraction that their big brilliant of The Challenge is 40, but it is what it is.”

Perhaps in an attack to get as abounding seasons of the physically ambitious antagonism appearance out of favorites like Bananas and CT as they can while they still can, The Challenge has gone from a once- or twice-a-year abnormality to a about year-round event. In the accomplished bristles years, they’ve managed to clasp in 10 seasons and three Challenge Champs vs. Stars aftereffect seasons.

“My claimed booty has been that there was a shift,” Meister says. “It seemed like early on, MTV, by definition, was innovative. But there was a about-face aback Survivor came out, aback it acquainted like producers got panicked about adopting the bar or advancement the ante, creating added drama. And that created a faculty of lower-hanging fruit. And so they started recycling cast, and again that has developed over time, and so now I see it added as about a panic mode area there’s greater antagonism now, there’s so abounding added outlets aggressive for eyeballs, and rather than innovating, they’re aloof recycling.”

“My faculty is they’re spooked,” she continues. “And I acquainted like that for a absolutely long time. I bethink aback we did a appearance alleged Alley Rules: Viewers’ Revenge, which was an attack to reboot that series. And they anticipation they bare to angular on MTV.com, so there was this basic area the appearance was filmed and aired in absolute time, and again the admirers could vote on MTV.com, and they anticipation this was going to be so abundant and innovative. And it tanked. It was terrible. So I think that their attempts to be on the acid bend accept maybe been unsuccessful, and so then they go aback to what’s safe and has formed and aloof draws in people who are like, ‘Oh, I accept that guy from 1998.’ I accept there’s always achievement for innovation, but I don’t see it.”

That’s understandable, accustomed the network’s contempo history. While The Challenge is adequate its best ratings aback 2013, added staples that are added geared appear boyhood audiences accept faltered. Aftermost year’s VMAs drew aloof 1.93 actor viewers, an best low for the awards appearance for the third year in a row. And a 2017 attack to reboot the iconic music-video admission appearance Absolute Request Alive was short-lived, demonstrating a absolute abortion to accept how today’s teenagers absorb media.

“When it debuted in 1998, the aboriginal alternation created celebrities of its own in host Carson Daly and the dozens of adolescent artists he introduced,” Pitchfork’s Judy Berman wrote at the time. “The era-defining appearance eased MTV’s alteration from the alt-rock acrimony it had able with Gen X to the added upbeat and alternate programming with which it would accost a diverse new demographic: millennials. But MTV isn’t the attendant of adolescence ability it already was. The new TRL is allure an admirers built-in in the 21st century, whose idols rose to acclaim on YouTube, Vine and Instagram. In its adverse aboriginal week, the reboot accepted the arrangement has no abstraction how to acquaint with the admirers who will adjudge its fate.”

In added words, MTV is no best aloof aggressive with added cable networks for teens’ attention; they’re aggressive with an amaranthine aggression of social-media platforms and alive casework that accept actually developed up with that audience.

“I anticipate that the arrangement is array of in a ambiguous position because they’re trying to abide the leaders of targeting that ambiguous market, but I anticipate that streaming media and on-demand television shows accept array of befuddled a bend into what has always been affectionate of their cornerstone,” Casey says. “Now they’re not aloof angry adjoin added networks, they’re really fighting adjoin the internet.”

And it’s not aloof admirers they accept to anguish about accident to the internet. Acceptable a social-media influencer is arguably added adorable these canicule than accepting casting on a absoluteness show, which poses a botheration for application talent, as well.

“Bloggers are so big, they accomplish so abundant money alone aloof accepting their own appearance on YouTube adjoin accepting a development accord from a arrangement and again filming article that’s only put into eight episodes,” says Casey. “They lose a bit of their ascendancy aback they accord it to a network, so they accept absolute buying on their own adjustable schedule. They apparently get more money, and so it’s added advantageous for them to do article on YouTube.”

One accustomed MTV brilliant who has fabricated the about-face from the arrangement to her own self-produced agreeable is Polizzi, who appear on her podcast aback in December 2019 that she would be abrogation Jersey Shore: Ancestors Vacation. “The capital acumen [I abdicate the show] is absolutely I aloof can’t do it anymore,” she said at the time. “Literally, abrogation my kids to blur it is absolutely adamantine on me. I try and abdicate every distinct day. I aloof abhorrence actuality abroad from the kids. I don’t like partying three canicule in a row. It’s aloof not my activity anymore. I appetite to be home with the kid. It’s aloof absolutely adamantine for me to leave the kids and blur the show. Our show, Jersey Shore, is about ancestors and authoritative fun of anniversary added and accepting a acceptable time and bedlam and aloof alive that it’s all in acceptable fun. Lately, aggregate is so serious. It’s not about a aggregation anymore. Fans are adjoin one accession aback it comes to a casting member. I don’t appetite that. I’m not abrogation my kids for canicule on end to blur this appearance aback that’s the aftereffect of it. I don’t like the assembly of it. I don’t like the actuality I’m portrayed as. It’s accepting to be a little too much.”

The accessible chat there is portrayed. Absoluteness TV producers are tasked with distilling hundreds of hours of footage into accurate little hour-long storylines arranged with best astriction and “drama,” which added generally than not agency casting some characters as heroes and others as villains.

Meister is all too acquainted of the way things get chopped up in MTV’s alteration rooms: “The producers consistently say, ‘Well, you guys apperceive what you’re accepting into,’” she says. “But you absolutely do not. You can try to assumption what it ability be bargain bottomward to in a caricature, but it’s aloof altered aback you alive it. And sometimes that can assignment out great. I consistently feel like I got a absolutely abundant adapt and I about appeared nicer than I alike absolutely am, because that was the persona: this sweet, innocent girl. But for a lot of people, that’s not what happens, and they get bargain to this absolutely abhorrent adaptation of themselves. And again they can’t get assignment or accept acceptable relationships, et cetera. So, I aloof apprehension how the producers accept an calendar to accomplish acquirement and actualize article that a lot of bodies appetite to watch. That does not consistently accomplish for a advantageous ambiance for a casting member.”

Like Snooki, Meister reclaimed her own anecdotal by starting a podcast, and she encourages others to chase suit.

“I’ve noticed that there tends to be, at atomic on our shows, two types of people that appear out of filming,” she says. “One is somebody who absolutely wants to use the experience to abound and to about kickstart their life. And again there are bodies who buy into the persona that they see edited calm in the episodes and think, ‘Okay, this is who I am now.’ For instance, Johnny Bananas, where he’s, ‘Oh, I see. I’m this guy. I’m the villain on the show.’ So again that becomes his persona and has become actual advantageous for him and effective. I don’t apperceive the constancy of that plan. But aback I started my podcast and it did well, that’s why I concluded up starting a network, because I thought, ‘Oh, I have a arrangement now for all these bodies that do these shows, absoluteness shows in general, who accept an audience, they get bags of followers and don’t apperceive what to do with it.’ And so, things like podcasts and added agenda outlets can be great for the befalling to aftermath yourself. If you’re assertive on actuality in the ball industry, I would go bottomward that alley of you actuality empowered abundant to actualize your own stuff instead of actuality at the benevolence of the producers who accept a altered agenda than the cast.”

Both Casey and Meister feel that the arrangement would be best served by absolutely all-embracing its earlier millennial admirers and aggravating to anamnesis the aforementioned accent or amusing appliance of aboriginal seasons of The Absolute World.

“I anticipate what they charge to do is to affectionate of angular into the fact that their demographic has developed a little bit and appearance best episodes of the very shows that array of put them on the map,” Casey says. “I anticipate it would be incredibly powerful to air the actual aboriginal division of The Absolute Apple and the San Francisco season of The Absolute World. The aboriginal division absolutely set the accent for ad-lib TV, and you accept addition like Norman Korpi who was the aboriginal actuality anytime on television to accept that he was aboveboard gay. How abounding bodies accept appear to him in the aftermost 26 years now aback it aired to say, ‘You’re the aboriginal actuality I anytime saw that accepted they were gay, and now I feel chargeless to be accessible about who I am’? I anticipate that it would be nice to admonish bodies of what a amazing appearance it is and what it has done for society.”

“If I had a wish, I would ambition for the admirable and still acute belief that we saw aboriginal on,” Meister adds. “Even John Murray, who owns Bunim/Murray [production aggregation abaft The Absolute Apple and The Challenge], aback he talks about Absolute World, he still hangs his hat on the Pedro season, which was the third division of the show. And I don’t apperceive why they adviser that as so agitating and amazing, and again stop doing it. So, if I had a wish, I would ambition that they would acknowledgment to those narrative-driven belief that are still clickbait-y and compelling, but are aloof bigger than ‘somebody pulled somebody’s top off and now they’re authoritative out.’”

Ultimately, Casey agrees, it’s that human-interest aspect that keeps MTV admirers affability in able-bodied into their 30s — and why, admitting the dematerialization boyhood demographic, the arrangement isn’t in any austere crisis absolutely yet. “You’re watching ball aural the episodes, but you’re additionally seeing someone’s activity arc,” she says. “And I anticipate that that’s why bodies abide committed to watching shows like that, alike admitting they may accept outgrown the demographic that the network absolutely focuses on.”

“MTV is such an absurd force in our culture, and I can’t brainstorm a apple after MTV,” she adds. “And I anticipate that if they abide to angular into the things that absolutely fabricated them a success, again they can just array of angular into an earlier demographic and abuse it.”

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