MTV Networks chief Judy McGrath talks to the Economist about her plans for MTV in the post-“Total Request Live” world. For McGrath to keep MTV viable, the network must become more accessible via the Internet for its young audience, who are used to getting what they want, whenever they want it. A recent deal between MTV Networks and MySpace that would allow users to upload video clips would be an example of this. “I think the major strategy is that you have to be open and flexible, and probably change it every day,” McGrath says.
—Christopher Perez