Cable Best at Keeping Audience Through Ad Breaks†

Still, Broadcast Networks Hold On to More than 92% of Viewers

Advertising Age, October 23, 2007 — NEW YORK (AdAge.com) — The first-round results of Nielsen's "C3" ratings for all broadcast and cable networks is in, and there are a few surprises lurking in all that data when one looks at how well networks performed in keeping viewers through the commercial breaks.

MTV gets with a new program

The network takes a leap with more viewer-generated content

Los Angeles Times, April 17, 2007 — Though it might appear that shows like "Laguna Beach," "The Real World" and "The Hills have defined young people better than any others, MTV is moving away from high-gloss and into homemade. In an attempt to reconnect with young audiences that have drifted from the channel recently, MTV will begin to roll out series that showcase the best of the Web, require heavy viewer participation and feature the lives of real teens.

MTV to pimp "Ride" online

Reuters, March 29, 2007 — MTV Networks said Wednesday it will launch a virtual world next week for "Pimp My Ride" to complement its online "Laguna Beach" and "Virtual Hills" offerings. The "Ride" world will be patterned after Van Nuys, Calif., a hotbed for car culture, and it will let users customize cars, participate in races and join car clubs, among other features.