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UPFRONTS 2013: The Overachievers 
Somebody does not want their MTV. Despite being the top show on cable last night, the network’s Video Music Awards lost more than half its audience compared with the 2011 show, which drew a record 12.4 million viewers. Last night’s VMAs pulled in 6.1 million and earned a 2.8 rating, far below 2011’s 6.2. There certainly were a lot of changes this year: Back in May, MTV decided to move the start time of the two-hour show ahead an hour to 8 PM so it didn’t conflict with President Obama’s 10 PM speech at the Democratic National Convention. The show also moved from airing on a Sunday to a Thursday.
Related: MTV Moves Video Music Awards Start Time For Obama Speech
While the network wasn’t a big winner with the event, which was broadcast from LA’s Staples Center for the first time, the Simon Cowell-created One Direction was. The boy band won three awards including Best New Artist. Comedian Kevin Hart hosted the show, with Taylor Swift, Pink and Rihanna, who won the Video of the Year award for a second time, among the performers.
Deadline's Dominic Patten - tip him here.
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Without videos, why would I ever tune in to watch an awards show like this?
It’s so 1997.
Come up with something original. Networks don’t air new movies – does that mean they should stop airing movie award shows?
Not only that but it was on a Thursday. It wasn’t that big of a deal during the week but you got a reward show on Sunday and you have fuel to talk about it on Monday.
Agreed. Whose idea was it to make it conflict with the DNC, especially when this type of thing is better suited to Sunday anyway?
The Thursday scheduling hurt them bad. So weird and unnecessary. People expect to watch award shows on Sundays…. come on MTV!
Nothing good has happened at MTV since Tony Disanto and Liz Gateley left. Management let other good executives go too, they have no idea how to keep the momentum going when they don’t have a big hit show like Jersey Shore. And putting the show on a Thursday after Labor Day was a big misstep.
Thursday= dumb move MTV the week was already cluttered with items and it was already a short week with people getting back to their routines. Horrible scheduling move. I barely knew it was on saw no press or ads. Presidential speech aside another what were you guys thinking moment
Not only was having the VMAs on a Thursday a horrible idea..but it’s hard to promote an awards show when no ones watching the network. Over the Summer MTV didn’t have any hit show..or any water cooler moments. Other than Awkward..MTV seems to have lost its edge.
MTV still shows videos??? Wouldn’t have guessed that
don’t know what they had in terms of “star power” but if taylor swift is the closing act, they should just shut the whole thing down before it’s dried-up limbs fall off. swift’s act was less entertaining than an old navy commercial.
but mtv’s scripted shows are better than ever right now!
I only watched bits and pieces and God what a horrible show. Never mind all the videos that won were horrible, but there wasn’t one WOW moment on the show. 20 years ago Neil Young and Pearl Jam tore the house down. Maybe if the show had actual music (though that would mean the Music in MTV returning) it would do better.
I’ll still watch the Movie Awards for some funny moments, but every year the VMA’s have fewer and fewer people I’ve ever heard of on them. I just skipped it this year. I had no idea who one direction was until they were on SNL last season. I’m too old. I’ve never heard of any of these people. I’m out of the demo. Ha.
I didn’t watch (Thursday at 8PM? No thanks), but I did manage to catch the “performances” online. I found them ALL to be terrible, and I skipped/stop watching them mid-way. Taylor Swift’s song is a complete joke.
Honestly it was the dullest VMA I have seen in a long time. Most of the performances were terrible especially the hip hop acts. MTV might as well of not shown them since they were edited so bad. Also the fact that One Direction won awards for best new artist and pop video only supports the claim that artists don’t when because of talent but because of the 13-year-old girls who are obsessed with them.