Britney Spears was the star of the MTV Video Music Awards last night in what the channel hyped as the fallen pop princess’ long-awaited comeback. Comeback – personally, I am still waiting for her to go away.
It’s sad to think that the mighty MTV needed the high profile showbiz casualty to generate the global media interest in its once illustrious and uber trendy awards. The channel seems to be showing signs of desperation. Is it losing traction with the big trendy brands who no longer think it’s essential to make MTV the destination for their huge media spend?