MTV names Sean Atkins as new President

MTV has appointed veteran digital media executive Sean Atkins as its new President, as it pushes for greater digital interaction with its declining viewership.

Atkins was most recently General Manager & EVP of Digital Media and Strategy at Discovery Communications. He replaces Stephen Friedman who made his exit earlier this week after giving his notice in April. Friedman joined MTV in 1998 and became President in 2011.

Atkins will oversee all creative and business operations for MTV and sister networks MTV2 and mtvU. He will report to Doug Herzog, President of Viacom Music and Entertainment Group.

“Sean is smart, creative, passionate and remarkably energized about the sea change at hand in our industry,” said Herzog. “The strength of MTV lies in its ability to constantly reinvent, and Sean’s forward-thinking, versatile leadership will ensure our brand and business continue to evolve and deliver for our audience.”

Atkins’ challenge is to arrest MTV’s steady loss of viewers for the past few years, especially its younger demographic, to digital offerings. Streaming has drastically affected the TV sector but more so those aimed at the younger set. MTV has changed its programming to claw back viewers. It is also offering shorter pods (groups of ads) and working with advertisers more creatively integrate their products into the programming.

Sources say that what landed Atkins the top job was his strong digital background and understanding of the new media landscape, leadership skills and knowledge of TV production. At Discovery he drove its new programs as Penn & Teller, Tell A Lie and King Of The Crown and set up its online video strategy, in which he excelled at earlier executive roles at HBO and Yahoo! Entertainment.

Friedman's departure comes in the wake of exits of President of Programming Susanne Daniels in July and MTV Networks Music & Logo Group President Van Toffler in February.

As a parting message to staff, Friedman said that he approached MTV not only as entertainment with shows as Jersey Shore but as “a force for positive change”. He cited the role the network played in the introduction of a hate crimes bill in 2009, while 16 And Pregnant and Teen Mom was tied to National Bureau of Economic Research “which found that the shows helped drive a remarkable decrease in teen pregnancy.” It also raised awareness of the genocide in Darfur and campaigned against racism which moved “our audience from "colour blindness" to "colour bravery."