The fact that MTV doesn’t show videos much anymore is one of the oldest jokes in the cable TV industry. But as media columnist David Carr points out, they’ve also built quite a successful following as a reality show and lifestyle-programming pioneer. Yet the question remains: is MTV still relevant in a world of YouTube, cell phones that play video, and on-demand television?
Obviously, MTV thinks so. In the article, MTV President Christina Norman suggests that “there [are] few media brands better-suited to coming up with content for cellphones,” and she added that “the virtual communities around shows like Laguna Beach have created opportunities for both viewers and advertisers.”