Brian Graden leaving MTV Networks

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Brian Graden, one of the most senior and influential executives at Viacom Inc.’s MTV Networks is leaving the cable programming giant at the end of the year, according to people familiar with the situation.

The move, which was first reported by the New York Post, comes as MTV struggles with sliding ratings and a sense that it has gone too far into the reality programming genre. That said, Graden was a star at the company where he oversaw programming for several channels including MTV, VH1 and Logo.

His role is not going to be filled, people inside the company confirmed. Viacom’s cable networks, particularly MTV, are the lifeblood of the company. MTV has been struggling to grow ad revenue for the last few years -- and although the economy is partly to blame, the problem has been caused by ratings declines over the last few years. According to media research firm SNL Kagan, MTV’s ad revenue has fallen from $1 billion in 2005 to a projected $846 million in 2009. It’s a similar story at VH1. That channel took in a record $484 million in 2007, according to SNL Kagan, but this year is expected to generate about $400 million, a 9% drop.

Graden, whose official title is president of entertainment, MTV Networks Music Channels, has been with the company for almost 12 years. Shows that were launched during his tenure include the reality hits ‘The Hills’ and ‘The Osbournes.’ He also played a part in the creation of Comedy Central’s huge hit ‘South Park,’ which was developed after Graden commissioned an animated short Christmas card from the show’s Matt Stone and Trey Parker. The short was such a hit that it led to the birth of ‘South Park.’

-- Joe Flint