MTV is returning to its music roots.

That’s the plan put forth by MTV President Sean Atkins at the network’s upfront, which also introduced 14 new series inspired by music and youth culture.

“You will see a strengthening of our connection to popular culture, exploring new formats and doing the unexpected,” Atkins told Variety. “This is the beginning of the journey.”

Atkins, who started at the Viacom-owned network in September 2015, said this will be a major turnaround for MTV, which has seen revenue fall nearly 20 percent in two years, going from $796 million in 2013 to $639 million in 2015. Advertisers have grown concerned with the drift, saying the network needs more definition, and Atkins is ready to put the “M” back in MTV.

“We’re clearly bringing music as our muse back to the brand and returning it creatively to what inspires us,” he told the Hollywood Reporter. “We’re leaning back into the heritage and resuscitating it and renovating it for today’s generation.”

It won’t be easy, but Atkins said he wouldn’t have taken the job if he didn’t believe he could be successful.

“We have all the resources we need — from marketing and platform support, runway, finances to get what needs to be done on the screen,” he said. “And you’re seeing it in terms of the increase of volume that’s coming out and you should expect to see that over the coming months and quarters.”

Atkins said MTV will continue to focus on original, unscripted programming, but has also increased its scripted slate, and plans to address contemporary issues and topics of interest to the network’s 12-34-year-old target audience.

MTV’s programming lineup includes 11 new unscripted series pickups, three scripted series and eight new works in development.

In terms of shows in the works, the network announced newly signed deals with Mark Burnett who will develop comedic reality half hour First World Problems (working title); rapper Pitbull, who will executive produce Miami-based drama 305 (working title), and Drew Barrymore, who’ll executive produce coming-of-age twin drama Blooms (working title).

Also on tap is It’s The Real (working title), a comedic half hour from the Upper West Side Jewish hip-hop duo of the same name produced by John Legend’s Get Lifted, and Greatest Movie Show of all Time, This Week (working title), a weekly half-hour comedy/talk show executive produced by Dwayne “The Rock” Johnson that celebrates the latest movie news, trends, and rumors through interviews, sketches, and panel discussion.

Additional MTV projects in development include Pick Me Up (working title), a scripted comedy about a ne’er-do-well brother and sister duo with executive producer Dave Becky (Broad City, Louie) of 3 Arts, and an adaptation of the bestseller 99 Days (working title) with Alloy Entertainment (Vampire Diaries, Pretty Little Liars).

Here’s a look at MTV’s slate of scripted and unscripted programming:

Acting Out

A comedy series where established and up-and-coming comedians have their best stand-up routines acted out. Produced by A Smith & Co. Productions (Hell’s Kitchen, American Ninja Warrior).

The Almost Impossible Game Show

A half-hour comedic game show where contestants complete in physical challenges ranging from the absurd to the outlandish - think riding tiny bikes over a mud pit, putting on over-sized pants while running full-speed on a giant treadmill—to win cash prizes.

The show is based on a popular UK format by the same name, and produced by Endemol Shine UK company Initial for ITV2. MTV is producing with Endemol Shine. Executive producers include Rob Smith and Georgie Hurford-Jones for Endemol Shine North America plus Matt Odgers and Scott Teti for Left Hook Media.

Going Off (working title)

In dance capital North Hollywood, choreographer Tricia Miranda (Beyoncé, Missy Elliott, Gwen Stefani, Demi Lovato, Iggy Azalea) holds a master class where the best young dancers in the world come to see how they stack up against the rest, for the chance to book a professional job. Dave Sirulnick is executive producer for Radical Media. Directed by Austin Peters for Radical Media.

Loosely Exactly Nicole

Nicole Byer is living the Hollywood dream/struggle as she deals with humiliating auditions, unpaid electric bills, friendship ups and downs, and the battlefield that is Tinder in this half-hour comedy. Christine Zander is showrunner/executive producer. Avi Gilbert (3 Arts) and Christian Lander are executive producers.

Mary + Jane

Paige and Jordan may be weed dealers, but in their eyes they are entrepreneurs as their dope delivery app quickly gains popularity with foodies, celebrities and — hipsters. Deborah Kaplan and Harry Elfont (Can’t Hardly Wait) serve as executive producers. Television 360 (Game of Thrones) is executive producer.

MTV’s The Investigation (working title)

This serialized documentary series follows three alleged wrongfully convicted prisoners fighting for their freedom in an effort to uncover the truth. This series is told through the unique perspective of Ryan Ferguson, who at 19 was convicted of a murder he didn’t commit and was released in 2013 after serving nearly a decade behind bars. MTV is producing with Embassy Row. Michael Davies, Debbie DeMontreux, Stacey Altman and Andrew Jenks are executive producers. 

The Outsiders (working title)

This close-ended docuseries looks at eight families in America with very different world perspectives and polarizing beliefs, from white supremacists to devil worshipers. MTV is producing with Barcroft Media.

Shinesty (working title)

A comedic docuseries about the young entrepreneurs behind Shinesty, a Boulder-based apparel company that made $5 million in sales last year. The team lives a wild, over-the-top lifestyle for a peek inside the world of a millennial business doing things their own way. MTV is producing with Critical Content.

Stranded with a Million Bucks

Ten cast members are stranded on an island with nothing but their clothes and $1 million in cash. Those who can survive for 40 days will split that money as their prize. The catch? They can buy any supplies they want, but everything is crazy expensive — and comes out of their winnings. Tollbooth TV is producing. Kevin Lee is executive producer.

Sweet/Vicious

This is a dark one-hour dramedy about two very unlikely friends taking justice into their own hands on their college campus. Jules is the perfect sorority dream girl with a completely different agenda come nightfall. Ophelia is a stoner-hacker-hellion whose life is re-energized when she finds out Jules may be the masked vigilante exacting justice on campus. The series tackles sexual politics and date rape culture with a dark comedy approach.

Amanda Lasher (Gossip Girl) serves as showrunner. Stacey Sher (The Hateful Eight, Into the Badlands) is executive producer and Jennifer Robinson is creator and co-executive producer.

Untitled Mark Burnett Project

Welcome to the recording studio, where talent is transformed and legends are discovered. At the intersection of music and business, this show gives hip-hop’s freshest talent a chance of getting signed. Mark Burnett, the executive producer of Shark Tank and The Voice, features undiscovered artists performing in a recording studio in the first of its kind music competition series. Burnett and MGM Television will executive produce.

Untitled Zac Efron Documentary

Host and executive producer Zac Efron explores how food has moved to the center of millennial culture through his own unique lens as an actor, traveler and food lover. The project explores the artistry, storytelling and journeys in what we eat and the issues and experiences surrounding what we find on our plates. Executive producers are Efron, Michael Simkin, Jason Barrett, Brian Volk-Weiss, Cisco Henson and Edwin Zane. Comedy Dynamics and Ninjas Runnin’ Wild are producing.

READ MORE: Variety. Hollywood Reporter

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