Ratings and Viewership Jump Double-Digits for MTV Movie & TV Awards

by Stuart Winchester, Viacom

Ratings and viewership soared for this year’s MTV Movie & TV Awards, as the network strategically shifted the air date to a June Monday and commissioned the red-hot Tiffany Haddish as host.

Across 10 Viacom-owned networks, 3.371 million viewers (a 21 percent increase over 2017), watched as Millie Bobby Brown pushed back at bullies and Haddish spoofed the year’s top films and TV shows. Viewers in key demographics drove the ratings increase, with the 18-34 group surging from a 1.85 rating last year to 2.24 this year –  a 21 percent jump – and those 18-49 pushing from a 1.63 to 2.04 share, an increase of 25 percent. Looking solely at MTV and VH1, the numbers grew even more explosively, with a 30 percent jump among viewers 18-34 and a 35 percent rise in the 18-49 demo.

The buzz carried over to social, where the MTV Movie & TV Awards beat the World Cup for most social show on television (per Nielsen), nearly doubling last year’s total and setting show records with more than 83 million streams (and counting). #MTVAwards trended No. 1 in the U.S. and globally over the course of the two-hour telecast.

In order to maximize the show’s potential audience, MTV made a few calculated decisions when choosing its airdate. First, they moved the awards from their traditional Sunday broadcast to Monday, when MTV and VH1 tend to draw strong viewership.

Second, MTV pushed the show down the calendar from May to June, slotting it in the midst of the June pre-nomination Emmy-voting window. This strategic positioning may have encouraged star turnout – Chadwick Boseman, Michael B. Jordan, Chris Pratt, as well as cast members of Riverdale, Keeping Up with the Kardashians and Stranger Things all accepted their Golden Popcorn buckets onstage at Santa Monica’s Barker Hangar. This star power, in turn, could have drawn fans.

“The date change was a draw for networks and streaming platforms, and talent looking for opportunities to get their content out there during this key window,” MTV, VH1 and Logo General Manager Amy Doyle told Indiewire’s Michael Schneider before the awards aired. “And you’ll see that in full effect when watching the show.”

But the crisply edited, entertaining show drew a lot of attention on its own merits.

“After sitting through countless bloated awards shows indulging themselves for three or four hours at a time, the 2018 MTV Movie & TV Awards were a genuine relief — and in a delightful twist, even genuinely heartwarming,” wrote Variety’s Caroline Framke. “Airing Monday night after taping Saturday, the edited ceremony ran just two hours long but managed to squeeze in 15 awards, two musical performances, and several pre-taped sketches featuring host Tiffany Haddish. … By the night’s end, it was hard to understand why other awards show don’t follow suit more often.”

“… it was the best version of this show I’ve ever watched,” added Entertainment Weekly’s Darren Franich.

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Comedian Tiffany Haddish to Host the 2018 MTV Movie & TV Awards

The MTV Movie & TV Awards continue to forge a path of diversity, inclusion and all-around awesomeness. Last year, the network tentpole revamped its award parameters, doing away with gendered categories and doling out buckets of golden popcorn to those who helped produce the best of film, television and digital media.

This year, Girls Trip actress Tiffany Haddish will host the ceremony.

Haddish is pumped, to say the least. The star shared a video with her 1.8 million Instagram followers to announce the news. “It’s gonna be off the chain,” said Haddish. “Because you know why? I’m hosting! And you know what that means ― it’s gonna be hilarious.”

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Viacom Takes Six NAACP Image Awards Across Four Properties

by Stuart Winchester, Viacom

With programming that ranged from definitive biopics to animation to riotous unscripted and scripted programming, Viacom scooped up six NAACP Image Awards at this year’s ceremony honoring outstanding performances by people of color.

BET earned a pair of honors for its standout biopic The New Edition Story, while Comedy Central’s animated Legend of Chamberlain Heights took home one statuette. Viacom’s newest network – Paramount Network – brought in two more wins with its beloved Lip Sync Battle, while the Paramount Television-produced 13 Reasons Why added one more.

Take a look at the diverse Viacom properties that impressed this year’s selection committee.

BETThe New Edition Story

  • Outstanding Television Movie, Limited-Series or Dramatic Special
  • Outstanding Writing in a Television Movie or Special – Abdul Williams, Night 2

When The New Edition Story landed last January, it hit as BET’s most-watched premiere in five years, racking up more than 4 million viewers per episode and dominating the social media conversation. Critics loved it.

COMEDY CENTRALLegends of Chamberlain Heights

  • Outstanding Character Voice-Over Performance – Tiffany Haddish

Comedy Central’s ribald animated portrait of three benchwarming hoops wannabees returned for a second season in June. Turns out the trio can’t hit the starting lineup in the awards circuit either: Tiffany Haddish, who plays Cindy on the series, out-hustled the guys to win this honor for the year’s best voice-over. Haddish also earned the Outstanding Supporting Acrtress in a Motion Picture honor for her role as Dina in Universal Picture’s Girls Trip.

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Chris Rock, 50 Cent, Wanda Sykes and More Top Talent Line Up with BET for Fall Programming

BET’s fall 2017 lineup is brimming with big-name talent both on and off screen – five new shows starring or produced by Chris Rock, 50 Cent, Wanda Sykes, Deon Cole, Tiffany Haddish, Robin Thede, Gucci Mane, Keyshia Ka’oir, George Lopez, DL Hughley, Cedric the Entertainer, Eddie Griffin, and the late Charlie Murphy.

Here’s a look at what to expect, and when:

Wednesday, September 27 – Face Value

This 30-minute game show has one purpose: break down stereotypes and prejudices through humor. Deon Cole will host alongside breakout star Tiffany Haddish, who will conduct woman-on-the-street segments to determine how society values outward appearances.

50 Central

Curtis “50 Cent” Jackson stars in BET’s first variety comedy showcase that includes hidden camera pranks, musical performances, and a wealth of celebrity guests. The hip-hop mainstay will take turns as actor, producer and emcee on the show.

Thursday, September 28 – The Rundown with Robin Thede

From executive producer Chris Rock, this new program diversifies  the talk show space with African-American female host Robin Thede. The 30-minute late night show will discuss politics and pop culture through sketches, social commentary and parodies.

Tuesday, October 10Tales

BET’s critically popular anthology series, which reimagines classic hip-hop records as love letters, will return with its fourth hour-long installment in October.

Thursday, Oct. 12 – The Comedy Get Down

George Lopez, DL Hughley, Cedric the Entertainer, Eddie Griffin and the late Charlie Murphy headline The Comedy Get Down tour – and now you have a backstage pass. The Comedy Get Down will be the first scripted comedy series to explore the five comedians’ offstage lives during their mammoth five-man tour.

Tuesday, October 17 – Gucci Mane and Keyshia Ka’oir: The Mane Event

Didn’t receive an invite to Gucci Mane & Keyshia Ka’oir’s wedding? BET has you covered. As the couple ties the knot on October 17, their 10-episode docuseries Gucci Mane and Keyshia Ka’oir: The Mane Event will also make its debut.

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