In Depth

12 to Watch: Stephen Friedman

Stephen Friedman graduated from running mtvU, Viacom’s network for college students, to president of MTV in November.

12 to Watch

The network is facing the challenge of getting young viewers to watch its shows on old-fashioned television sets, and getting them to watch the commercials that pay the bills. But one man’s challenge is another man’s opportunity.

“I think we’re experiencing a profound generational shift with our audience, and I think it is an incredible, exciting opportunity to reinvent our relationship with this millennial generation,” Mr. Friedman said.

Since it started, MTV has been designed to appeal to younger audiences, abandoning loyal viewers as they exit the 18-to-34 demographic. To reach the people growing into its demo, MTV will be launching 16 new series, which Mr. Friedman thinks could be a record for the channel.

New titles include “The CollegeHumor Show,” based on the Web site; “Nitro Circus,” a stunt show from Johnny Knoxville of “Jackass”; and a show based on students at a performing arts school from Nick Lachey, once one of MTV’s “Newlyweds.”

That young MTV audience tends to watch programming online and use digital video recorders to skip commercials, which means the network needs to find ways to monetize its shows other than through traditional ratings and commercials.

Under Mr. Friedman at mtvU, the channel measured its programming differently. It formed partnerships with advertisers including Hewlett Packard and Ford to create branded entertainment.

“It’s not just about 30[-second] spots or a half-hour show. We are already pioneering some new way across MTV 360 to have those relationships with some of our sponsors,” he said.

“Listening to the audience and understanding how they consume gives us an insight in the best way to create the commerce that is going to be of interest to them, which makes it more effective.”

Looking ahead, Mr. Friedman said he would consider it a successful year if the network could “have both great creative success where we partner with the audience to create cultural moments, and really use the channel and digital to be a megaphone for our audience. And I think when you do that, the commerce and the revenue follow.”

AT A GLANCE

Name: Stephen Friedman

Title: General manager, MTV: Music Television

How long in current position: Since November

Year of birth: 1969

Place of birth: El Paso, Texas

What to watch for: Can he find the programming to connect with a new generation of MTV viewers?

Who knew? Mr. Friedman thought he would spend one year in New York after college and then get his Ph.D. in cultural anthropology. “I fell in love with New York and media and never left,” he said.

StephenFriedman.jpg

Leave a comment

Comments 65

user-pic

Can I quote you in my report for school?

user-pic

Thanks for your visiting this www.watchau.com online store.

user-pic

Thanks for your visiting this www.hello-free.com/freebies online store.

user-pic

Great post!

user-pic

Excellent job.

user-pic

Wonderful to read!

user-pic

This is my first time here and i am likeing your website , and this post is just good, keep it up man

user-pic

Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass' favor.

user-pic

Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

user-pic

This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like 'Mixview' that let you quickly see related albums, songs, or other users related to what you're listening to. Clicking on one of those will center on that item, and another set of "neighbors" will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune "Social" is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose. zayıflama

user-pic

Thankyou for this well written and useful post

user-pic

I added Google Reader to your site when I have spare time try to follow.Thank you.

user-pic

Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

Sex

user-pic

Completely I share your opinion. In it something is also to me it seems it is excellent idea. I agree with you.It not so.I will know, many thanks for the information.Everything, everything.I think, that you are not right. I am assured. I can defend the position. Write to me in PM.

user-pic

I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

user-pic

It's not always the case online - you search around and find posts that aren't so hot but this post really was good.

user-pic

Neat blog layout! Very easy on the eyes.. i like the colors you picked out

user-pic

I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)

user-pic

I come and read constantly. very nice blog

user-pic

I come and read constantly. very nice blog

user-pic

This is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free. It is the old what goes around comes around routine. Did you acquired lots of links and I see lots of trackbacks??

user-pic

do you mind if i tweet this?

user-pic

Great post!

user-pic

Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

user-pic

It's very good, I like it. Thanks very muchwholesale cheap nhl nfl jerseys.

user-pic

I found your site via google thanks for the post. I will bookmark it for future reference. Thanks

user-pic

I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

user-pic

This is a very fascinating post, thank you for sharing! You will find numerous blogs on this topic but this one states exactly what I believe also.

user-pic

I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

user-pic

Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

user-pic

Thank you for great article. I had a very good time reading, and there were few things I was surprised by.

user-pic

Kosmetika

user-pic

Thats some nice info Do you have any more posts?.

user-pic

You did a good job.

user-pic

Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

user-pic

This is one of the best posts that I’ve ever seen; you may include some more ideas in the same theme. I’m still waiting for some interesting thoughts from your side in your next post.

user-pic

Hi, I just wanted to let you all know that there is a project being conducted at Harvard trying to compile the most effective arguments for and against Wikileaks. I think it's a brilliant idea and would be an interesting read for many of you. http://www.voteonwikileaks.com

user-pic

Amazing freakin blog here. I almost cried while reading it!

user-pic

Hey how are you doing? I just wanted to stop by and say that it's been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

user-pic

You make blogging look like a walk in the park! I've been trying to blog daily but I just cant find writing material.. you're an inspiration to me and i'm sure many others!

user-pic

Awesome blog, nice writing :)

user-pic

Thanks for interteining me nice read

user-pic

You make blogging look like a walk in the park! I've been trying to blog daily but I just cant find writing material.. you're an inspiration to me and i'm sure many others!

user-pic

Hey how are you doing? I just wanted to stop by and say that it's been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

user-pic

Good post over again! Thanks;)

user-pic

Great information over again! Thanks a lot!

user-pic

This is such a fantastic resource that you are providing and you give it away for free. I love seeing internet websites that understand the value of providing a quality resource for free. It's the old what goes around comes around routine. Regards...

user-pic

Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here :)

user-pic

Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

user-pic

Blogroll links aint that great :P but i am not the admin :P Just Telling :P

user-pic

I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)

HCG

user-pic

This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)

user-pic

Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

user-pic

Love this blog, keep up the good writing.

user-pic

Cant say I am not suprised by your article. All of them are interested but this one is great.Just keep on!

user-pic

Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

user-pic

I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I'm very very impressed.

user-pic

Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

user-pic

Thanks for this post, helped me with some research. As a roofing contractor I really like the post, Thanks again!
best
Vancouver Roofing Contractor

user-pic

Aol!? Echhh. Does very good model application override the want for a decently designed logo. Ca notthey just get along? it worked for Melbourne.

user-pic

Terrific examples and suggestions

user-pic

Just want to say this blog is very good .I always like to hear something new because I have the similar blog in my Country on this so this helps me a lot. I did search on the matter and found good number of blogs but nothing like this. Thanks for writing so much in your blog.. Greets., Magdalena Thilges

user-pic

This is the best blog I've ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

user-pic

I don't claim to be an expert in the field, but I do see some inconsistencies in your argument. I do, however, appreciate the fact that you took the time and effeort to address this complex topic. cheers!.

user-pic

Neat blog layout! Very easy on the eyes.. i like the colors you picked out