MTV's Short Attention Span Programming

The New York Times has a huge article about MTV's play for mobile content.

From the article:

"If anybody says they've figured this out right now," Christina Norman, MTV's president and Sirulnick's boss, told me, "they haven't."

Assuming that producers can figure out how to make the creative leap to original cellphone programming, the biggest question for their companies is how they're going to make money.

"I certainly think that we've had to be honest with ourselves that our expertise in television may not automatically be expertise in these other areas," Dave Sirulnick, executive vice president for multiplatform production, news and music, says. "But again, I think because of the kinds of television we've made for years that we feel pretty good about it, as good as anybody can."