The Evolution of MTV: From Music to Reality Programming A Thesis Submitted to the Faculty of Drexel University by Minting Zhao in partial fulfillment of the requirements for the degree of Master of Science in TV Management March 2014 © Copyright 2014 Minting Zhao. All Rights Reserved. ii Dedication This thesis is dedicated to my beloved parents, Yong and Jade, who have never failed to give me financial and moral support. Thank you for believing in me and allowing me to further my studies. I love you. iii Acknowledgments I would never have been able to finish the thesis without the guidance of my colleagues at MTV and my academic advisors, and support from friends and family. My deepest gratitude goes to my lovely colleagues at MTV, Robyn, Steve, G Roc, Ido, Matt, Nicole, Josh, Michelle, Anjelica, and Nan, for offering their energetic support and valuable insights. Particular thanks go to Albert Tedesco, Director of the TV Management program at Drexel University, for giving me the opportunity to join the excellent program and guiding me throughout the whole journey; Philip Salas, one of my favorite teachers in the universe and also my academic advisor, for teaching amazing classes, reading and correcting my thesis patiently, and offering extremely helpful suggestions; and all of the other teachers in the program who were always willing to share their professional insights and experience. Special thanks go to all of my friends and classmates at Drexel University, whom I spent wonderful one and a half years with. I am particularly grateful for Lifan, Stephanie, Joy, and Chandler’s support and encouragement. Last but not least, I would like to thank my boyfriend, Ke, who was always standing by me through good and bad times; my family, who were always believing in me and loving me unconditionally. iv Table of Contents LIST OF TABLES .......................................................................................................................... vi LIST OF FIGURES ....................................................................................................................... vii ABSTRACT .................................................................................................................................. viii 1. INTRODUCTION ....................................................................................................................... 1 2. LITERATURE REVIEW ............................................................................................................ 4 2.1 The Transformation of MTV ........................................................................................ 4 2.2 Reality Programming .................................................................................................... 6 2.3 Current Situation ........................................................................................................... 9 2.4 Summary ..................................................................................................................... 13 3. METHODOLOGY .................................................................................................................... 15 3.1 Competitive Landscape ............................................................................................... 16 3.2 Daytime Programming and Competitive Research Analysis ...................................... 16 3.3 Primetime Programming Strategy ............................................................................... 17 3.4 Weekend Programming Strategy and Special Events ................................................. 17 4. RESULTS .................................................................................................................................. 19 4.1 Competitive Landscape ............................................................................................... 19 4.2 Daytime Programming/Competitive Research ........................................................... 25 4.2.1 8A-12P (Monday – Friday, July 1st – 28th) ................................................. 25 4.2.1.1 MTV (8A-12P) ........................................................................... 26 4.2.1.2 A&E (8A-12P) ........................................................................... 28 4.2.1.3 TNT (8A-12P) ............................................................................ 29 4.2.1.4 TBS (8A-12P) ............................................................................ 31 4.2.1.5 USA (8A-12P) ........................................................................... 32 4.2.1.6 FX (8A-12P) .............................................................................. 33 4.2.1.7 Summary (8A-12P, Monday-Friday, July 1st – 28th) .................. 35 4.2.2 12P-4P (Monday – Friday, July 1st – 28th) .................................................. 36 4.2.2.1 MTV (12P-4P) ............................................................................ 37 4.2.2.2 FX (12P-4P) ............................................................................... 38 4.2.2.3 TBS (12P-4P) ............................................................................. 40 4.2.2.4 USA (12P-4P) ............................................................................ 41 4.2.2.5 A&E (12P-4P) ............................................................................ 43 4.2.2.6 History (12P-4P) ........................................................................ 44 4.2.2.7 Summary (12P-4P, Monday-Friday, July 1st – 28th) ................... 46 4.2.3 4P-8P (Monday – Friday, July 1st – 28th) .................................................... 47 4.2.3.1 MTV (4P-8P) .............................................................................. 48 4.2.3.2 USA (4P-8P) .............................................................................. 49 4.2.3.3 FX (4P-8P) ................................................................................. 50 4.2.3.4 ABC Family (4P-8P) ................................................................. 52 4.2.3.5 BET (4P-8P) .............................................................................. 54 4.2.3.6 TBS (4P-8P) ............................................................................... 55 4.2.3.7 Summary (4P-8P, Monday-Friday, July 1st – 28th) ..................... 56 v 4.3 Primetime Programming Strategy ............................................................................... 57 4.3.1 Summary (Primetime Programming Strategy) ........................................... 63 4.4 MTV Weekend Programming Strategy and Special Events ....................................... 63 4.4.1 Summary (Weekend Programming Strategy and Special Events) .............. 69 5. DISCUSSION ............................................................................................................................ 70 5.1 Competitive Landscape ............................................................................................... 71 5.2 Daytime Programming Strategy ................................................................................. 72 5.3 Primetime Programming Strategy ............................................................................... 73 5.4 Weekend Programming Strategy and Special Events ................................................. 74 5.5 Limitations .................................................................................................................. 75 5.6 Recommendations for Future Research ...................................................................... 75 5.7 Conclusion .................................................................................................................. 76 vi List of Tables 1. Top 10 Cable Networks Ranked by Total Viewers in FY 2013 ................................................ 19 2. Top 10 Cable Networks Ranked by Percent Composition (P15-24) in FY 2013 ...................... 20 3. Top 25 Female-skewed Cable Networks Ranked by Total Viewers (P15-24) in FY 2013 ....... 21 4. MTV Program Awkward’s L+SD, L+3 Days, L+7 Days Ratings Comparison (P 12-34) ......... 24 5. 8A-12P, Monday – Friday, Just 1st – 28th, Ratings Rank Each Weekday .................................. 26 5.1. 8A-12P, Monday – Friday, Just 1st – 28th, MTV Schedules & Ratings ..................... 26 5.2. 8A-12P, Monday – Friday, Just 1st – 28th, A&E Schedules & Ratings ...................... 28 5.3. 8A-12P, Monday – Friday, Just 1st – 28th, TNT Schedules & Ratings ...................... 29 5.4. 8A-12P, Monday – Friday, Just 1st – 28th, TBS Schedules & Ratings ....................... 31 5.5. 8A-12P, Monday – Friday, Just 1st – 28th, USA Schedules & Ratings ...................... 32 5.6. 8A-12P, Monday – Friday, Just 1st – 28th, FX Schedules & Ratings ......................... 33 6. 12P-4P, Monday – Friday, Just 1st – 28th, Ratings Rank Each Weekday ................................... 36 6.1. 12P-4P, Monday – Friday, Just 1st – 28th, MTV Schedules & Ratings ...................... 37 6.2. 12P-4P, Monday – Friday, Just 1st – 28th, FX Schedules & Ratings .......................... 38 6.3. 12P-4P, Monday – Friday, Just 1st – 28th, TBS Schedules & Ratings ....................... 40 6.4. 12P-4P, Monday – Friday, Just 1st – 28th, USA Schedules & Ratings ....................... 41 6.5. 12P-4P, Monday – Friday, Just 1st – 28th, A&E Schedules & Ratings ...................... 43 6.6. 12P-4P, Monday – Friday, Just 1st – 28th, History Channel Schedules & Ratings .... 44 7. 4P-8P, Monday – Friday, Just