MTV's New Series Seeks Perfect Ten Programming

Cable World, March 27, 2000 by Mike Reynolds

MTV, fortifying its "10 Spot" franchise, will add a half-dozen new series to that block this summer.

The leading cable network for 12-34-year-olds unveiled the new shows at its "Infront" presentation in Los Angeles March 23. Additional "Infronts" are scheduled for Manhattan, Detroit and Chicago this week.

Brian Graden, president-programming at MTV, said MTV has come a long way in its prime 10-11 p.m. hour since 1996, when it only offered Real World, Road Rules and Daria.

"One of MTV's most important programming initiatives has been to build the `10 Spot' by introducing five nights of programming," said Graden. "Recently, we launched four new shows and created new episodes of popular existing series. Since we began, the `10 Spot' has seen a 57% increase in ratings. It has experienced seven consecutive quarters of household growth."

Graden said the new series would give MTV enough depth in its lineup to cover a full year of original shows during the "10 Spot." "Some cable networks have an original night or daypart. MTV is the only cable network offering five nights of original series," said Graden. He said MTV achieved that status this quarter.

First up is Spy Groove, a fast-paced, animated comedy that debuts in June. It features two agents battling the planet's ever-increasing roster of media-pumped, rich and powerful vanity junkies.

In August, MTV will unveil Live Through This -- the show's working title. The one-hour drama examines the relationship between five young people and their '70s rock star parents.

2gether: The Series, comes from the net's first made-for-televison movie. The boy band saga has spawned a top-selling soundtrack album and plenty of spins during Total Request Live. "It's great when creative can have that kind of organic growth," said Graden.

Come fall, the music channel will return to its past with MTV MIA, tracing the whereabouts of stars from its past. MTV Cribs will take viewers on home tours of some of today's biggest celebrities.

During this quarter, MTV will premiere The Click -- a working title -- which is an animated series examining four friends who struggle after high school.

Graden said in addition to ordering new episodes for Real World, Road Rules and Daria, MTV has renewed six "10 Spot" series for an additional season.