Broadband Boomers: MTVN Launching Older-Skewing Multiplatform Nets

Remember John Sykes’ Baby Boomers project? It appears to finally have gotten the go-ahead, with newly installed Viacom pres/CEO Phillipe Dauman revealing during Thurs’ earnings call that MTV Networks will announce the launch of multiplatform networks targeted at “specific adult demos” in the next few weeks. “One of our most creative executives has been working on that notion and has created several very compelling ideas for digital networks, with very interesting concepts that are not really out there yet,” Dauman said, providing few other details. MTVN declined further comment, but the offerings are rumored to include 6 or so channels focused on lifestyle, health, etc. Buzz earlier this year was that Sykes would launch a new linear network or networks. That died down in July when Judy McGrath said Sykes would announce his broadband-heavy project in “a few weeks” (Cfax, 7/19). Instead, the coming months brought news of Tom Freston’s ouster as CEO of Viacom. Dauman also poured water on the linear net notion, saying “we think there is a better opportunity to reach people through these multi-platform networks at a very modest cost on both the programming side and overhead.” A recent Pew Internet & American Life Project study found 38% of 50- to 64-year-olds’ homes have broadband, a 41% increase from ’05. 50% of 30-49s’ homes have broadband, an increase of 39%. Viacom’s Numbers: Cable had a strong showing, with revenue up 10% and operating income rising 14% to $777mln. Dauman announced that CFO Mike Dolan will step down at year-end, with Tom Dooley taking his place.