Can Tyler, The Creator Help Boost Viceland's Low Ratings? - DJBooth

Can Tyler, The Creator Help Boost Viceland's Low Ratings?

Bronx duo Desus and Mero will also be getting their own program on the newly-launched network.
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According to The Hollywood Reporter, Viceland, the A&E-owned cable network that launched six months ago and has experienced terribly low ratings, is working with Tyler, The Creator to develop a program "based on a show from the rapper's Golf Media App."

When the network launched in February, it struck an agreement with Nielsen to keep its ratings and demographic information private for the first six months of operation. As of last week, however, that data was made public and the numbers aren't pretty. The network's 18-49 prime-time audience in July was just 45,000, which is less than half (92,000) the audience size of the channel it replaced (H2), according to a report by the WSJ.

Whalerock Industries, the production company behind all of the Kardashian's high-ranking mobile apps, will be working with Tyler on the TV project.

While success on cable television is a total crap shoot in 2016, amidst the growing popularity of on-demand streaming services like Netflix and Hulu, as well as a rise in Millenials cutting the cord, the wins Tyler has continued to rack up outside of music are growing by the day. In addition to the quiet phenomenon that is Camp Flog Gnaw, Tyler has created a mega-successful clothing line in Golf Wang.

It's hard to imagine any one personality or program alone saving Viceland from a future filled with low ratings, including Desus & Mero, who will host a daily talk show on the network this October, but at 25-years-old Tyler connects with today's youth better than most. And if Viceland is able to capture a larger portion of the always-coveted 18-35 demo during their prime-time viewing hours thanks to Odd Future's ring leader, than ratings will eventually creep up and advertising will stick around. 

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By DJ Z, who loves to argue with you on Twitter.

Photo Credit: Instagram

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