As MTV Turns 40, It’s Time to Embrace the Generation That Grew Up With It (Column)

  • Variety
As MTV Turns 40, It’s Time to Embrace the Generation That Grew Up With It (Column)
MTV turns 40 on Sunday, and it hardly looks its age. Well, that’s because it hardly looks like, well, anything anymore. At least that’s the depressing state of the linear MTV channel, which in recent years has become 95% reruns of “Ridiculousness,” along with a handful of runs of 20-year-old movies (“Joe Dirt”) and limited first-run airings of legacy shows like “Teen Mom” and “Catfish: The TV Series.”

It’s been a cliché for years to complain about what happened to the music on MTV. But the music question has been moot since the mid-2000s, when videos moved to YouTube and Vevo. The larger issue is, what happened to the programming, period, on MTV? It’s become a zombie channel, and for those of us still rooting for the brand, it’s a sad sight to see.

MTV isn’t the only neglected cable channel out there; as my
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