MTV whips up second helpings
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By Andrew Wallenstein
NEW YORK (The Hollywood Reporter) --- The stars of MTV yesteryear will
reappear in new programming the network has announced on the eve of
its Friday upfront presentation.
Tom Green (news), "Jackass" cast member Bam Margera (news) and newly
wedded pop stars Nick Lachey and Jessica Simpson (news) are starring
in primetime shows scheduled to bow this summer. Those are just three
projects on a lengthy development slate at fast-paced MTV, which
releases a new series nearly every three weeks, said Brian Graden,
president of entertainment for MTV and VH1.
"We have to keep up with an audience that has a voracious appetite for
culture," he said. "It's all about speed."
In keeping with the network that created "The Osbournes," the genre
Graden refers to as "celebrity verite" is still a big part of the
schedule. As previously reported, Green will return to MTV in a
late-night program that will stretch the boundaries of the talk show
by inviting viewers into his personal life (HR 3/4). The series will
be stripped weeknights at midnight beginning June 16.
Green's is one of two series MTV has greenlighted. The second features
married performers who were big during MTV's boy-band phase. Lachey of
the group 98ū and solo artist Simpson open their home to MTV's
cameras, which capture the trials and tribulations of their first year
of marriage. The untitled series premieres in August.
"Anytime we can bring an MTV personality back in, we'll do it -- as
long as we can find a vehicle that's right for where they are in their
lives," Graden said.
MTV also ordered a slew of pilots, including a vehicle for Margera, a
sidekick to Johnny Knoxville (news) on the network's former series
"Jackass." The untitled project, which will get an on-air test in
August, focuses on his chaotic life, including pranks he plays on his
parents. Other pilots include "When I Was 17," which features stars
discussing their teenage exploits; "Roommates," a game show for people
searching for people to live with; and "Posse," which focuses on
superstar entourages.
Still in development are projects featuring Blink-182, Britney Spears
(news) choreographer Wade Robson (news) and a cheerleader reality
series featuring "American Idol" judge Paula Abdul (news).
In other MTV news, the Tuesday-night finale of "The Real World (news -
Y! TV)" dropped 31% among the network's target demo compared with last
year's season finale, though the series still enjoyed its
highest-rated season ever. The finale scored a 4.2 rating among
viewers 12-34, down from a 6.1 the previous year. Still, this season
achieved a series-high 4.1 season average, with 2.9 million viewers
ages 12-34 checking in each week.