|MTV is Going Back to Music
By: Business Insider
MTV is revisiting its roots by bringing back "MTV Unplugged," along with a new slate of music-centered programming.
“We’re on a mission to reignite MTV with everything that makes it one of the world’s most iconic brands — its soul of music, its love of pop culture, and its unexpected, groundbreaking creative,” MTV President Sean Atkins said in a statement ahead of the network's upfront presentation to advertisers on Thursday.
"What we share today is just the beginning," he continued, "but it’s a strong first step in the journey and shows how aggressively we are moving to energize the extraordinary promise of this great brand."
The Viacom network is ripe for reinvention. As Business Insider previously reported, MTV, which built its reputation on reaching young people, has been failing to connect with its target audience.
"MTV Unplugged," which featured artists performing stripped-down acoustic versions of their hit songs, premiered in 1989 and last aired in 2014. A wide array of artists have appeared on the show, including Nirvana, Aerosmith, Paul McCartney, The Cure, R.E.M., Lauryn Hill, and Mary J. Blige.
In addition to bringing back its iconic acoustic performance series, MTV is moving forward with its first weekly music competition in two decades. The untitled series from "The Voice" producer Mark Burnett will pit unsigned hip-hop artists against each other in front of a panel of industry experts.
MTV also announced "Wonderland," a series that will bring a multimedia experience to live musical and comedy performances. Sister network Comedy Central will coproduce the series.
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