MTV's president is out after only a year as the network once at the center of youth culture continues to struggle for relevance.
Sean Atkins, who came to MTV from Discovery, quit Monday after the network's parent company installed another executive over him. Chris McCarthy, who's had some success overseeing sister networks VH1 and Logo, will now supervise MTV as well.
MTV has fought for attention with a youthful audience whose allegiances change quickly. The network averaged 1.48 million viewers in prime time at the end of 2011, and was down to 550,000 for the three months that ended Sept. 31, the Nielsen company said.
During the past year, viewership declined 16 percent, and 23 percent among MTV's target audience of people aged 18 to 34, Nielsen said.
Its most popular shows – "Teen Mom," ''Teen Wolf" and "Are You the One?" – have been around for a few years.
Atkins said he'd stay on the job as a consultant until January.
McCarthy was given the promotion by Doug Herzog, president of the Viacom Music and Entertainment Group. As leader of VH1 since last year, McCarthy has seen ratings go up while targeting an audience of older millennials. VH1 is planning a cooking series co-starring Martha Stewart and Snoop Dogg, a series called "Daytime Divas" starring Vanessa Williams and a revival of "America's Next Top Model."
McCarthy has had a determined rise at Viacom, starting at the college network mtvU.
“Scandal” cast will reunite for online script reading for hurricane relief in western North Carolina
The cast of ABC's hit political drama "Scandal" may need to brush up on their snappy, speedy delivery known as "Scandal-pace," because they're reuniting for a good cause. Its stars including Kerry Washington, Tony Goldwyn and Bellamy Young will take part in a live virtual script reading on Nov. 17 to raise money for hurricane relief in western North Carolina.
Beginning Friday, fans can go online and donate to reserve a spot for the online reading. Proceeds will benefit United Way of North Carolina. Everyone who donates will be able to take part in a virtual pre-event with the cast and Shonda Rhimes will give an introduction.
Additional guest stars will also be announced. The online fundraising platform Prizeo is also holding a contest where one person who donates online via their site will be selected to read a role from the script with the actors. The winner should not worry about the "Scandal"-pace, assured Young over Zoom.
"Whomever the lucky reader is can read at whatever pace they want," she said.
Young, who played Mellie Young, the first lady and later Republican presidential nominee on "Scandal," was born and raised in Asheville, North Carolina. She came up with the idea for the effort with a friend and took it to her fellow "Scandal" actors, who all jumped on board. Young said this is the first script reading the cast has all done together since the show ended after seven seasons in 2018.
Which episode they will be reading has not been announced yet.
Young said it's "been devastating" to see so many parts of her hometown badly damaged by Hurricane Helene, which ravaged western North Carolina one month ago.
To research the best use for donations, Young spoke with numerous political leaders, including North... Read More