MTV is going to bring back ‘Total Request Live’ in attempt to recapture the magic (and ratings) of its glory days.
Chris McCarthy, the network president, made the announcement in a profile featured in the New York Times.
via NYT:
Mr. McCarthy, 42, was looking at the space that used to house “Total Request Live,” the MTV afternoon show from 1998 to 2008 that helped make the host, Carson Daly, a star and was a must-stop destination for musicians, Times Square gawkers and advertisers eager to reach a young audience.
That was then. Ratings at MTV in the last five years have nose-dived, turnaround strategies have failed and the cable network’s parent company, Viacom, has watched its stock go into free fall.
So, what’s a media executive to do?
Apparently, bring back “TRL.”
Mr. McCarthy said “TRL” would return in October, and a massive studio facing Times Square was under construction in the hope of capturing the old magic.
“If we’re going to come back and reinvent MTV, the studio is a given,” he said. “It is the centerpiece.”
It is also the centerpiece in what Mr. McCarthy believes is the beginning of MTV’s comeback. Though many observers say that is a long shot, there have been encouraging signs in recent weeks.
Could this be what MTV needs to turn things around?
