'The Shannara Chronicles': What does the new show say about the changing fortunes of MTV?
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Molly Driscoll Staff writer
MTV鈥檚 newest venture into original programming, a TV show titled 鈥淭he Shannara Chronicles,鈥� debuted on Jan. 5.
The show is based on the fantasy book series of the same name by Terry Brooks and stars Poppy Drayton, Manu Bennett, and Austin Butler.聽
鈥淪hannara鈥� follows recent scripted efforts by MTV that include 鈥淭een Wolf,鈥� 鈥淎wkward,鈥� and 鈥淪cream.鈥�
The network has attempted to expand or change its offerings to viewers many times since going on the air in 1981. After first focusing on airing music videos, MTV famously moved away from this, changing its logo in 2010 to take out the text 鈥渕usic television.鈥澛�
In the early and mid-2000s, MTV put an emphasis on reality television, with shows like 鈥淟aguna Beach,鈥� 鈥淭he Hills,鈥� 鈥淭een Mom,鈥� and 鈥淛ersey Shore鈥� dominating the lineup.
While it had aired scripted shows like the animated series 鈥淒aria鈥� before, MTV has launched several scripted shows since 2011, the year after it took 鈥渕usic television" out of its logo, showing a new emphasis on non-music offerings. 鈥淎wkward鈥� and 鈥淭een Wolf鈥� debuted that year, while shows such as 鈥淔aking It,鈥� 鈥淔inding Carter,鈥� and 鈥淪cream鈥� have since followed. There are of course reality programs still airing on the network as well.聽
But have these scripted series won over viewers?聽
鈥淪hannara鈥� is seen by many as a push to get MTV back in the conversation. The network has been struggling, with the down 29 percent compared to the same time the year before. MTV says these measurements don鈥檛 capture engagement from their young audience, who consume content in ways that Nielsen doesn't track 鈥� such as watching programs on a DVR and using MTV apps.
estimates between 65 and 70 percent of those who watch a show like 鈥淐arter鈥� do so online, either on demand or via DVR.聽
Will 鈥淪hannara鈥� be a hit? Reviews so far are fairly negative. Ratings will be interesting to see, but they may not provide a real glimpse at how much of an impact the show is having on MTV鈥檚 target audience.
As with so many other cable networks trying to stay successful in an almost unprecedentedly crowded marketplace, MTV seems to be trying to craft a program that will keep its name in the pop culture conversation. We鈥檒l see if MTV can successfully borrow an idea from HBO, home of 鈥淕ame of Thrones,鈥� and cultivate its own fantasy TV hit.
