Proving once more that tapping into established franchises can afford a new series the leg up on the competition needed to succeed, MTV has announced they will continue with their modernized take on Teen Wolf by renewing the successful series for a second season.
Premiering in June, Teen Wolf has performed well throughout its first season – pulling in around 1.7 million viewers a week to become the network’s highest-rated new series of the season (one of its only new series). While those numbers don’t quite match up with the droves who tune in for Teen Mom or Jersey Shore, the success of Teen Wolf will go a long way in helping the network diversify its programming.
If that means we’re closer to living in a world with less Real World / Road Rules Challenges – then Teen Wolf could be up for a commendation.
It was an up-and-down kind of year for MTV’s scripted series. While Teen Wolf shined, the comedic stylings of The Hard Times of R.J. Berger performed at a level where its future is still up in the air. Then of course, the network had to deal with the sponsorship bailout surrounding their oversexed remake of the oversexed UK series, Skins.
After running afoul of the Parents Television council for its depiction of teenage sex and drug use – which MTV’s parent company Viacom reportedly feared might violate child pornography laws – Skins lost advertisers like Taco Bell, Subway, Proactive and General Motors.
Unlike the similar situation the network faced with advertisers pulling out of in the early days of Jersey Shore, Skins failed to connect with an audience. Ratings subsequently plummeted, and MTV was forced to cancel the show.
Thankfully for Teen Wolf and MTV, there was little outcry or loss of sponsorship after actress Holland Roden, who plays Lydia Martin on the show, was quoted as saying, “There’s a lot of nakedness, and we have a lot of sex. Yes, a lot of sex.”
In fact, instead of a mass exodus of companies advertising on Teen Wolf, the show has attracted a loyal group of viewers – who executive producer Jeff Davis credits with the season 2 order:
“I’m incredibly happy that MTV and our ever-growing fanbase have given us the chance to do another season of Teen Wolf and the opportunity to tell more stories. Most of all it means I get the privilege of working again with a cast and crew I love.”
Meanwhile, MTV’s head of programming David Janollari had this to say:
“We’re incredibly proud of this show. Jeff Davis has brought an exciting, cinematic story to life with a breakout young cast who our audience has wildly embraced. Picking up Teen Wolf for a second season marks another step towards the further diversification of our schedule, with this big, bold entertaining scripted series.”
Like NBC’s planned series The Firm, based on the 1993 film directed by Sidney Pollack and starring Tom Cruise, or even Cinemax’s Transporter series, networks are proving that remakes of older film properties needn’t be relegated solely to theaters.
MTV’s Teen Wolf will return with 12 new episodes in 2012.
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