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It’s for you: MTV and the “cred kids” explain the mobile future

Today, we’re offering you an amazing, forest-slaying peek at the New York Times Magazine’s upcoming piece on MTV‘s efforts to navigate an emerging technology.

“For television veterans, the advance of cellphone television makes for competing anxieties. They’re worried that they may be moving far too slowly, but they’re anxious, too, that they could be moving in the wrong direction. It’s a feeling something like television’s pioneers must have had, trying to create visual shows for a nation still huddled around the radio. But another, perhaps more apt, comparison is to the early years of the Internet, when so-called content providers pumped prodigious amounts of material and ideas onto the Web and hoped that the demand for it would follow. More often than not, it didn’t. ‘If anybody says they’ve figured this out right now,’ Christina Norman, MTV‘s president told me, ‘they haven’t.’”

Happily, when it comes to the future of TV, she sounds as lost as we feel.

(Fully story available here.)

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