
I'm dating myself here, but there was a time when I would rush home from junior-high school in order to pick up the corded rotary phone and vote for George Michael videos on
Dial MTV. This was before the former Wham! star's legal foibles, before the Internet, and before MTV stopped playing music videos altogether. Hosted by the big-haired and smooth-voiced Adam Curry, the show played the top-ten most requested videos of the day, as called in by viewers. Simple enough.
By the late 1990s, this concept had morphed into Total Request Live, or TRL, which ostensibly shows the most popular videos, as voted for on MTV.com. But the videos are cut down into excerpts within an inch of their lives to make time for the vapid comments of screaming fans, as well as guests promoting their latest album, movie, or reality-show venture.
The nine-year old program is showing its age of late, with average daily viewers falling from a peak of 782,000 in 1999 to 375,000 currently. (To be fair, 1999 was at the height of the Britney/Backstreet Boys/*NSYNC teen-pop explosion).
This ratings decline has forced executives at MTV -- a unit of
Viacom (NYSE:
VIA) -- to skew younger with a new
digitally friendly name. The program will now be known as YouRL
(a play on "URL"), a name which, according to
Broadcasting & Cable, stresses personalization. The idea is that this will allow MTV to compete with such brands as MySpace and YouTube.
Beth Gaston Moon is an analyst at Schaeffer's Investment Research.