From 'Beavis and Butt-Head' to 'Yellowstone,' Paramount bets on scripted shows

When people think of MTV, chances are that "prestige" is not the first word that comes to mind. Viewers tend to associate the brand more with popular reality programs such as "The Real World" and "The Jersey Shore" rather than award-winning dramas.

But MTV Entertainment Studios' bailiwick has expanded in recent years under the leadership of Chris McCarthy, a longtime executive at Paramount Global, the cable programming giant formerly known as ViacomCBS.

The growing umbrella of the MTV group, whose name was once synonymous with youth culture among Gen Xers and older millennials, now covers dramas such as "Yellowstone," TV's most watched scripted series last year. The Western, starring Kevin Costner, drew an average of 11 million total viewers during its fourth season on Paramount Network, according to Nielsen numbers. The prequel "1883" was the most-viewed series premiere on streaming service Paramount+, until "Halo" topped it.

MTV Entertainment is coming into Paramount's upfront presentation for advertisers this week with more than 90 new and returning shows, many of them scripted dramas and films.

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