Controversy associated with the 2009 launch of MTV’s “Jersey Shore” helped the show transition from its modest premiere numbers to the most popular show on the youth-skewing network. The cable network is now hoping that lightning will strike twice.
MTV’s adaptation of UK drama “Skins,” which premiered to more than three million viewers Monday, continues to generate controversy over its content. In addition to outcry from the Parents Television Council, the series has already lost some pivotal advertisers.
According to the PTC, General Motors, Wrigley and Taco Bell have responded to the outcry by pulling their ads from the new MTV series. Deadline.com says that H&R Block has also asked MTV to keep its network ads away from the Monday show.
“Skins” certainly has room to benefit from the extra publicity–although its premiere numbers were solid by MTV and general cable standards, it received a massive 7.7 million viewer lead-in from a special edition of “Jersey Shore.” That lead-in will not be present for future airings.