Summary of “MTV Mines the Past for Its Future: ‘Total Request Live'”

“If we’re going to come back and reinvent MTV, the studio is a given,” he said.
The latest strategic pivot at MTV is vital to the fortunes of Viacom, which also owns other cable channels like Comedy Central and Nickelodeon.
The company, which has experienced a chaotic year and a half, has tried to stabilize itself with a strategy targeting six core cable channels, MTV included.
Michael Nathanson, an analyst at MoffettNathanson Research, said MTV had several challenges, including a fickle audience that is preoccupied with social media platforms like Instagram and Facebook.
There have been many strategic shifts at the network in the last five years: heavy investments in scripted programming, a hiring spree for MTV News, and a seemingly endless stream of dark and dreary reality series.
MTV will unveil the revival of “TRL.” The original iteration – which featured a countdown of music videos, a studio audience and frequent appearances from star musicians – was, in a way, a throwback itself, an updated version of “American Bandstand.”
MTV is hoping the “TRL” name is enough of a star.
Charlie Walk, the president of Republic Records, which has musicians like Drake and Lorde on its talent roster, said that in recent years MTV had abandoned the music business and that bringing “TRL” back was a big step in the right direction.

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