MTV's 60% Programming Share

Rob Dyrdek shares how his show "Ridiculousness" came to dominate MTV's programming schedule.

"It's 60% of the total programming. As I evolved the program and my relationship with the network, it evolved into creating more content and airing more shows. They began to air more shows and the ratings went up higher and higher, so people are watching it in blocks of 2 and 3 hours at a time.

Linear cable as a whole faded to appointment television, and you had hero content that pushed up to the floor on almost all the networks. I just happened to be lucky. Because I control and own the production, I have negotiated on the unit economics of the show and what the network needed as the cable advertising world was evolving.

I was able to control it at a higher level than traditional talent, which took me from getting 30 episode orders to 168 episode orders, which then eventually became 500 episode orders."