How MTV is revamping the iconic endowment uncover for a new era

The network that some-more than 25 years ago incited a crater of golden popcorn into a block of endowment uncover iconography is looking to once again change a endowment uncover game.

Last month, MTV announced skeleton to rebrand a long-running fame march as a MTV Movie and TV Awards. But adding radio honors was usually a initial step in a vital revamp that MTV boss Chris McCarthy hopes sets them adult for years to come.

On Thursday, MTV announced some categories would mix TV and film honorees and suggested that all categories will for a initial time be non-gendered.

MTV also denounced 5 new categories, one of that reimagines a iconic Best Fight difficulty as Best Fight Against a System.

“We have to constantly be pulling ourselves to not usually respond to enlightenment though lead it,” McCarthy told CNNMoney.

The revamp

The discussions about some of a renovate measures started before McCarthy took his post in Oct 2016. But given he took a helm, it’s been a nonstop bid to figure out ways to mangle new belligerent on a network once famous for it.

“If we’re going to do an endowment uncover that celebrates content, because would we not update what that looks like?” he said.

One partial of that devise was to do divided with TV and film distinctions in some categories, in response to what McCarthy calls a audience’s “platform agnostic” proceed to calm consumption.

Best Tearjerker, for example, will see “Game of Thrones,” “Grey’s Anatomy,” and “This Is Us” block off opposite “Me Before You” and Academy Award Best Picture leader “Moonlight.”

The non-gendered categories also make for some singular match-ups. In a Best Actor in a TV Show category, “Atlanta” star Donald Glover will contest opposite Gina Rodriguez of “Jane a Virgin.”

McCarthy pronounced doing divided with a eminence between masculine and womanlike roles felt like a good approach to acknowledge a change in a audience’s consciousness.

“They don’t see those lines in a approach that generations in a past have,” McCarthy said. “So we wanted to take those down. They felt unequivocally antiquated.”

A new era

Of a 16 categories that will be handed out, 5 of them will be new to longtime viewers — a aforementioned Best Tearjerker, Best Host, Best Reality Competition, Best American Story and Best Fight Against a System.

That final difficulty outlines a poignant change for a award show.

First presented in 1996, a Best Fight difficulty has respected each important film quarrel from Adam Sandler and Bob Barker’s throwdown in “Happy Gilmore” to Ziyi Zhang’s epic takedown of an whole bar full of foes in “Crouching Tiger, Hidden Dragon.”

But a tenure “fight” has taken on a new definition these days, McCarthy said.

“Today, we see what’s function — either it’s Black Lives Matter, a Women’s March,” he said. “Young assembly members are reviving an activism voice that we haven’t seen in years, and we wish to applaud that and inspire it.”

The characters and stories who quarrel on principle, he said, are examples of “the best fighting today.”

The MTV Movie and TV awards, hosted by Adam DeVine, will atmosphere Sunday, May 7 on MTV.

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