I just love this story about MTV and falling ratings:

The cabler's recent ratings declines include a 23% fourth-quarter drop in its core demo of 12- to 34-year-olds. So MTV is embarking on a major programming overhaul, with 16 new unscripted series over the next 4 months.

Now, I'm a long way from even the 34 year old upper bound on that, but I do remember when MTV first hit the cable system. I would stay up way too late watching music videos. I'm not at all sure that "reality shows" would have captivated my interest as much. I think maybe the brilliant execs over at MTV need to queue up "1985" by "Bowling for Soup", and listen to the tag line. Probably more than once.

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