MTV clearly has a target demo in its sights with its latest programming moves. The cable channel ordered three new comedy projects, along with a new hidden camera show, and for the most part, the new programming targets female viewers.
Writing on Deadline.com, Nellie Andreeva reports that the hidden camera show, “Ladylike,” comes from the creators of “Girl Code.” The prank show features “Girl Code” alums Nicole Byer, Jade Catta-Preta and Matteo Lane and comedian Blair Socci, redefining what it means to be “Ladylike”.
The network also ordered pilots for three scripted comedies, and again, women are the focus.
“Under Susanne Daniels, MTV moved away from male-centered comedy series like ‘The Hard Times of RJ Burger,’ ‘I Just Want My Pants Back’ and ‘Zach Stone Is Gonna Be Famous,’ to female-centered shows, looking to build on the success of the network’s breakout hit ‘Awkward,'” Andreeva writes. “That led to ‘Faking It.’ And now, Daniels’ scripted lieutenant Mina Lefevre, recently upped to co-head of programming following Daniels’ exit, is staying the course with three female-driven scripted comedy pilots, an untitled project from Deborah Kaplan and Harry Elfont (‘Can’t Hardly Wait’); ‘Little Darlings,’ created by 27-year old Jennifer Kaytin Robinson and executive produced by Stacey Sher; and a vehicle for comedienne Nicole Byer of MTV’s ‘Girl Code.'”