So says Broadcasting and Cable
         

"The show, once a ratings juggernaut for MTV, pulled in an average of just 5.77 million total viewers over its three hour telecast starting at 8 p.m., down 28% from the 8 million viewers it averaged last year, according to preliminary data from Nielsen Media Research. Just two years ago, the show brought in nearly double last night's audience-10.3 million viewers.

While still about five times what MTV has averaged in primetime this summer, the show's TV audience last night is a shadow of the 12 million viewers it once earned."

...

"The show averaged a 5.21 share with MTV's target audience of viewers 12-34, the network says. Illustrating that that audience is preferring to spend time online these days, MTV's broadband video site Overdrive saw its highest day of traffic ever yesterday with 3.9 million streams, up more than 200% over last year."

         

So there's hope after all. It's a struggle for both relevance and audience. What will they do next to the VMA's? One of my biggest thoughts in the last day was: I wonder how MTV would have evolved had it not married Viacom. Would it have thrived at all? How would it be different?

         

this is a good thing, I only wish all that crap disspeared for good.

         

Next year...

"BEST SONG FROM A PEPSI COMMERCIAL, and the nominees are..."

         

What pissed me off the most was Gore going into some schpiel of melted ice caps. Is this an awards show or a subtle PSA? I tried to watch it in order to see if MTV (which I basically loathe) could still deliver some kind of a bite, but it resulted in the show being a complete waste of time. I ended up turning the TV off after a few of the awards.

And yeah, thee is money to be made from ringtones now, it's just the nature of our culture, but best ringtone song? Are they crazy? And making me lose further respect for the evolution of the black society, try constructing a sentence and 'Snoop Dog' can choke on that tupperware glass of OJ he had in his hand.

Furthermore (oh yeah, I'm not done yet), Jack Black has too much personal charisma to have been sucked down into this kind of performance. He just wasn't his usual self; it seemed someone had his entire income in danger if he did not do the award show. At times, it seemed that it was probably running through his mind as well as he was up on stage, "What the fuck am I doing up here?"

I was glad to see some of the more contemporary bands shoving the rest of the rap morons out of the moonlight to get an award. Also, when you see nearly the same videos in nearly all categories, there is a question to be asked: Is talent becoming a thing of the past (i.e. good videos) or is it just that there aren't any more good videos anymore, so the same people had to be repeated in multiple categories?

It was nice to see how John Stewart included in his show a few days after how it was such a slow news day that multiple stations were broadcasting the 25th year announcement of MTV. If this was supposed to be the show to recognize the 25th year, they failed miserably.

It's been long overdue for MTV to get their head out of their ass and their hand out of the 'my sweet 16' stars pants. I say start from the ground up again with obsolete technology and clever MTV ad spots (remember the clay animation and other nice little montages?).

Enough ranting. I want my MTV... to fall off the face of the fucking media planet.

         

Banter aside, wudda thought it'd be 'best song from a Coke ad' rather than Pepsi, 'fellfrom' I have a soft spot for Pepsi who have made good 'n humorous adverts with musicians

examples: Shakira's 'Objection' Canadian Pepsi Ad Pink, Beyonce, Britney, n' Enrique's 'We Will Rock You' Pepsi ad Kylie's 'On A Night Like This' Australian Pepsi ad Wot have we eva got from Coke .... 'I'd like to teach the world to sing'..... Arrrgh...

         

Re: Coke Sorry there woz also that black female (cabaret style touted as sophisticated R&B) singer who died a few years ago Her name escapes me now The tune woz always playing on the video loop, satellite feed, ov MTV 2 or Viva 1's late night shows

Viacom Inc., have a lot to answer for!

         

so far this thread is as repulsive as that tv show was.

         

viacom are interested in one thing only - making dollars

they have milked mtv as a cash cow all over the world since they took over which has meant zero reinvstment in creativity

its much easier for them to suck major label cock and keep things cozy than take a risk and they are now basically reaping what they(failed to) sow

time to pull the flusher and do something else instead...

         

why not do the antville online video awards show once a year. that mtv shit sucked ass.

         

the ringtone of the year really sucks! the only good thing of the show was when a dancer hit missy elliot with the umbrella the production was really great, but all the comments of paris hilton were out of place i think that mtv is now the next step for the viewers of the disney channel

         

Shit! I see Viacom got a 97% share in Viva No wonder it's gone the way ov MTV Dam!