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Cable television broadcasting industry

MTV Breaks with Tradition, Cuts Off Mainstream Distribution for VMAs

Strategic Insights

— 1 min read

The MTV Video Music Awards, once a staple on American broadcast television, will no longer be available to non-cable broadcasters in the United States this year. The decision, announced by MTV's senior vice president of programming Doug Herzog, comes ahead of the ceremony's September 8 airing at New York's Radio City Music Hall. Comedian Roseanne, this year's host, is credited with "walking the line" and providing "unbelievable opportunities" for outrageous content. In a bid to reach a broader audience, the telecast will be rerun numerous times on MTV throughout September.

Key Takeaways:

  • MTV has decided to break with tradition and not offer the upcoming MTV Video Music Awards telecast to non-cable broadcasters in the United States through syndication.
  • The ceremony, which has traditionally aired on American broadcast television one week after the live telecast on MTV, will still be syndicated internationally.
  • Senior vice president of programming Doug Herzog cited comedian Roseanne's hosting role as a contributing factor in the decision, stating she would bring "unbelievable opportunities to walk the line."
  • The unprecedented lineup of performers includes veteran rock stars like the Rolling Stones, Bruce Springsteen, and Aerosmith, as well as newcomers like the Smashing Pumpkins, Stone Temple Pilots, and Green Day.
  • Rapper Snoop Doggy Dogg, nominated for best rap video, may face a challenge in performing at the ceremony given his ongoing trial in Los Angeles for a shooting incident.
  • The telecast will be rerun numerous times on MTV throughout September to reach a broader audience.

Statistics:

  • Since its inception in 1984, the MTV Video Music Awards has traditionally aired on American broadcast television one week after the live telecast on MTV.
  • MTV will rerun the ceremony numerous times throughout September to make up for lost viewership.
  • The 1994 awards ceremony saw a historical appearance by rapper Snoop Doggy Dogg, who slipped away from police officers and was later arrested for a shooting incident.

Sources:

  • MTV officials, quoted by Doug Herzog, senior vice president of programming (no date provided)
  • "MTV Breaks with Tradition for VMAs" (no date provided)
  • People Magazine, "Snoop Doggy Dogg Arrested", August 26, 1994

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