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February 23, 2010

MTV pushing out 'cynical' Generation X

Jersey  Tidbit from the HRTS rubber-chicken luncheon over in sterile Century City: MTV Networks president Van Toffler reiterated the network's devotion to millennials (a.k.a Generation Y), but also made it clear that Generation X shouldn't let the door hit them on the way out.

"We're pushing Generation X out," Toffler said. "We're slaves to our different audiences, for MTV that's millennials, who are vastly different than Generation X; they're definitely less cynical -- they're more civic minded."

As evidence of the fine taste of this benevolent new generational breed, Toffler cited ... "Jersey Shore."

The network president said, "Millennials are really about authentic reality and family" and that MTV "played up the camaraderie and family elements [on 'Jersey Shore']" to appeal to them.

Hear that Gen X? You're too cynical to appreciate the civic-minded wholesomeness of "Jersey Shore."


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