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MTV Discovers the Caribbean
By Steven Mallas
June 2, 2005

Viacom's (NYSE: VIA) MTV Networks division excels at observing culture, putting it through its own unique processing filter, and then spitting out entertainment assets that further shape the zeitgeist -- until you begin to wonder whether a new trend is a chicken or an egg. Think The Real World -- talk about seminal.

The subsidiary is also fond of targeting specific demographics. For instance, LOGO was developed to serve the gay community. VH1 came into existence to make sure that once the younger viewers of flagship brand MTV grew beyond bubble gum and teen music, Viacom could still retain those eyeballs with a mixture of programming aimed at the college-age-plus crowd. TV Land is for older viewers who pine nostalgically for the tube days of their youth, while Spike TV is trying to bring those video-game-playing "missing" males back to the cable dial. The list of examples goes on...
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