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Paramount Skydance Aims to Revive MTV as a Music Tastemaker
Paramount Skydance Aims to Revive MTV as a Music Tastemaker
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BTCCSquare news:
Paramount Skydance (PSKY) is charting an ambitious course to reinvigorate MTV, positioning the iconic channel as a cultural arbiter of music once again. CEO David Ellison has tasked executives with reimagining the network's role in pop culture, leveraging its vast archives and expanding digital outreach to recapture younger audiences.
The strategy contrasts with industry peers like Comcast and Warner Bros Discovery, which are divesting traditional cable assets. Instead, Paramount plans to double down on MTV, Comedy Central, and Nickelodeon—focusing on premium content and streaming integration without additional budget increases. Nielsen data reveals MTV's current median viewer age at 56, underscoring the urgency of this demographic pivot.
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