In a deliciously ironic twist that would’ve been unthinkable during MTV’s heyday, this year’s Video Music Awards found themselves sharing airspace with “60 Minutes” reruns on CBS. Talk about a cultural whiplash.
The network that once proudly declared “I want my MTV” now wants… broadcast television? Well, sort of. David Ellison’s decision to air the VMAs on CBS feels less like desperation and more like shrewd adaptation to 2025’s fractured media landscape. Between streaming wars and TikTok’s dominance, traditional TV networks are scrambling to redefine themselves — and sometimes that means strange bedfellows.
Picture this: CBS sports commentators awkwardly pivoting from NFL highlights to teasing Doja Cat’s performance. It’s the kind of cultural collision that shouldn’t work but somehow does, like putting sriracha on ice cream. The whole spectacle perfectly captures the anything-goes spirit of post-pandemic entertainment.
Speaking of spectacle — this year’s VMAs didn’t disappoint in the fashion department. Two red carpets worth of headline-grabbing looks proved that even in 2025, celebrities still know how to serve drama. Mariah Carey, collecting her Vanguard Award, reminded everyone why she’s earned her diva status. Her leather mini dress and Louboutin boots combo screamed “I’m not done yet” louder than any acceptance speech could.
But beneath the sequins and stilettos lurks a fascinating strategy play. Ellison’s vision to resurrect MTV as a “music tastemaker” might seem quixotic — like trying to make MySpace cool again. Yet when industry titans like Irving Azoff and Universal’s Lucian Grainge start calling with ideas, you’ve got to wonder if there’s something to it.
The median age of MTV’s current viewer (56, according to Nielsen) tells a story of a network that accidentally grew up with its audience while losing its grip on youth culture. But maybe that’s not the catastrophe it seems. After all, those 56-year-olds remember when MTV actually played music videos — and they’ve got disposable income.
For Paramount Skydance, this chess move represents more than just shuffling assets around. While competitors treat their cable networks like radioactive waste, Paramount’s playing a longer game. They’re betting that brands like MTV still carry cultural weight worth leveraging — even if that means watching Moon Person trophies get handed out between CBS primetime shows.
Here’s the kicker: in an era where content platforms multiply faster than streaming subscriptions, maybe the old guard isn’t quite ready for retirement. The network that warned us about video killing the radio star is now cozying up to traditional broadcasting, proving that in show business, yesterday’s disruptor often becomes tomorrow’s establishment — just with better special effects and more revealing outfits.
Strange times indeed when MTV’s flagship event shares a network with “NCIS” marathons. But in an industry where adaptation equals survival, perhaps it’s not so strange after all. Besides, if reality TV stars can become presidents, surely music television can find a home on broadcast TV.
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