Convergent TV

Will the Return of 'Unplugged' and 'Cribs' Bring Millennials Back to MTV?

New president hopes music focus reverses ratings slide

Headshot of Jason Lynch
By Jason Lynch

April 21, 2016

Can MTV be saved? New president Sean Atkins thinks so, and ahead of today's upfront event, he's revealing how: by putting the music back into the network that used to be known as Music Television and relaunching two of the network's most iconic series.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in

Headshot of Jason Lynch

Jason Lynch

Jason Lynch is TV editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.

Recommended articles
Related Articles
Convergent TV

Hulu Celebrates ‘Huluween’ With a Spooky New Activation and Short-Form Horror Seriesicon-image

By Jason Lynch

Convergent TV

Viewers No Longer Need a Cable Subscription to Stream Epixicon-image

By Jason Lynch

Convergent TV

Lachlan Murdoch Sets New Fox Leadership Team, Including Ad Sales Chief Marianne Gambelliicon-image

By Jason Lynch

Convergent TV

Jordan Klepper’s New Late-Night Comedy Central Show Will Satirize Alt-Right Outlets Like Infowarsicon-image

By Jason Lynch

Microlearning
View All

Organize and Leverage Your Measurement Toolbox

Customer Experience Transformation for the C-Suite

Mastering the Art and Science of Subscriber Care

Maximize the Value of First-Party Data for Today and Tomorrow

You Might Like

Why Contextual Targeting Is a Winning Podcast Advertising Strategy

By Molly Mitchell

Want to Reach Gen Z? Make Sure Your Ads Are Legit Good

By Steve Ellis, EVP Ad Sales Strategy & Business Development, Paramount

Are You Advertising With Integrity?

By Connatix

Reach Gen Z and Younger People in the Spaces They Value

By Sarah Iooss, Head of Sales, Americas, Twitch