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Ashton Kutcher's decision to end his very successful MTV series
"Punk'd" could leave the network hurting on Sunday
nights.
“Punk’d” became the 9 p.m. anchor for MTV’s
“Sunday Stew,” a new two-hour block of programming targeting teen
boys that debuted this fall. The future of the programming block
looks grim with
Kutcher's sudden decision last week not return for another season,
even though MTV had already renewed the second-year show.
"Punk'd" has been MTV's highest-rated show among
young people since the "Newlyweds" finale. It routinely
leads the 90 minutes of programming after it to competitive ratings;
without "Punk'd" to anchor the slot, MTV could lose a lot
of viewership.
It’s possible
that the male-targeted programs can continue to draw viewers without
the night’s anchor. But it's also quite possible that MTV could
decide to reschedule the
programs and dissolve the “Sunday Stew” franchise altogether.
Last week the
show drew a 2.9 rating among 12-34s, and MTV maintained most of its
9 p.m. audience for 9:30 entry “Viva la Bam,” with a 2.6 rating.
“Punk’d” was second only to Spike’s WWE wrestling among
12-34s on cable last week.
The show is a younger and updated
version of the classic “Candid Camera,” only the subjects of the
elaborate pranks are always popular celebrities.
Some speculate that Kutcher bowed out of the show before too
many celebrities caught on to the scheme and ruined the gag. The
series successfully “punk’d” people like Katie Holmes, Blink
182’s Travis Barker, Nick Lachey and Pauly Shore.
In November “Punk’d”
was month's No. 1 cable show among 12-24s with a 4.7
rating and drew a 5.0 among teens. Last week, the show drew a 3.1
and a 3.9 rating respectively.
The decline may be a one-time drop because of the CBS finale of “Survivor:
Pearl Islands” that night, which performed well among teens in the
same time slot.
"Survivor" ate into almost all audiences on
Sunday night, but it was definitely noticeable on MTV, where the four half-hour programs
were off from their
highest-rated episodes in November and all posted declines from the
previous week.
“Wildboyz,” the 10 p.m. entry, lost 34 percent of its
12-24 audience, finishing in fifth place for the week with a 2.7
rating, down from last week’s 4.1 rating.
Similarly, “Viva la Bam” bettered “Punk’d” among
12-24s and teens last week, but was still off from its previous week’s
ratings, down 23 percent to a 3.4 among 12-24s and 12 percent to a
4.6 among teens.
Note: The younger viewers charts will be posted when
they are released later today.
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