Well, they’re not actually going back to embracing their original short-form bedrock, the music video, but MTV has announced a small slate of short-form programming that will be distributed across a variety of platforms.
According to the Hollywood Reporter:
“Brian Graden, president of entertainment at MTV Networks Music Group, said the slate is part of the network’s overall strategy to reach viewers across multiple platforms as the way they consume content continues to evolve.
“The past couple of years have been about experimentation for us on various platforms,” he said. “Slowly but surely we’ll be making more of these (nontraditional programs) as new distribution platforms emerge. It also liberates us to pursue projects consistent with our historical DNA since MTV started as a short-form channel.”
The shows include a couple of web-sketch groups that feature well-made YouTube-esque vids, a hiphop trivia game and some extensions of one-air personalities takin’ it to the web. Although none of it sounds especially revolutionary, it’s cool to see new talent getting some bigtime exposure and support.
The web certainly allows the big fish to play around and experiment without a lot of risk. The question is whether or not they use these experiments to push the boundaries or just follow trends as they appear.