NEW YORK - NOVEMBER 16: View of the crowd outside during MTV's TRL "Total Finale Live" at the MTV studios in Times Square on November 16, 2008 in New York City. MTV is returning to a live music show format with "MTV Live." (Photo by Scott Gries/Getty Images)
Kelcie Willis, Cox Media Group National Content Desk
MTV’s “Total Request Live” is coming back to the network after going off the air almost 10 years ago, but only in spirit.
Adweek reported that the president of MTV, VH1 and Logo, Chris McCarthy, is planning to launch a daily live show tentatively called “MTV Live.”
The move is one of McCarthy’s efforts to increase viewership of the network in the 18-34 ratings, a coveted age group for advertisers. McCarthy became president of MTV in October, having improved ratings and performance for VH1 and Logo earlier.
The new live show is set to air daily for three to four hours and include “a mixture of music and other elements,” according to AdWeek. The live show is part of McCarthy’s effort to bring MTV back to its status as a culture maker.
“That ability to be live, in culture — not responding to it but driving it — is where we belong,” he said.