The Miami Herald from Miami, Florida • 169

SUNDAY, SEPTEMBER 5, 1999 THE HERALD So you want your MTV? Channel takes it literally In the 16 years of the MTV Video Music Awards, they've acquired the glitz and glamour of the Oscars with that edge of nonchalance and nonconformism that Is MTV. This year's awards are set to air at 8 p.m. Thursday from New York's Metropolitan Opera House. Who can resist guessing the winners will be? For what it's worth, here's our best shot. Best Video of the Year Backstreet Boys: I Want It That Way Lauryn Hill: Doo Wop (That Thing) KoRn: Freak On A Leash Ricky Martin: Livin La Vida Loca Will Smith featuring Oru Hill 6 Kool Mo Dee: Wild Wild West It's hard to say who went crazier in the spending department here, but the winner is undoubtedly Martin.

No video has gotten this amount of exposure, in MTV and beyond, recent years. And for a reason: This is one superb video. Best Male Video Eminem: My Name Is Lenny Kravitz: Fly Away Ricky Martin: Livin La Vida Loca Wilt Smith: Miami We should root for the hometown video, but Smith's rough and tumble Miami can't compete with Martin's Vida. Kravitz's Fly Away is bonng. As for Eminem, hes lost credibility lately.

That leaves Martin, again. Best Female Video Lauryn Hill: Doo Wop (That Thing) Jennifer Lopez: If You Had My Love Madonna: Beautiful Stranger Britney Spears: Baby One More Time Spears' Baby does nothing new, and we need something, anything, to spare us from Lopez's four minutes of unadulterated narcissism. Madonna is a perennial, so we'll go for Hill, who at least carries some substance. Best Group Video Backstreet Boys: I Want It That Way Limp Bizkit Nookie 'N Sync: Teann Up My Heart Sugar Ray: Every Morning TLC: No Scrubs Ooh. The dueling boy groups.

Much as we hate to even contemplate, this one will go to the Back-street Boys, because, if nothing else, of their tremendous sales. Best New Artist In A Video Eminem: My Name Is Kid Rock: Badwitdaba Jennifer Lopez: If You Had My Love Orgy: Blue Monday Tough one. Will it be Lopez in her 25 different outfits? Well go for another cutie who has staying power: Kid Rock. Best Rap Video 2Pac: Changes DMX: Ruff Ryders' Anthem Jay-Z featuring Ja Amil-lion: Can Get A Nas featuring Puff Daddy: Hate Me Now That NasPuffy squabble was too nasty, and the concept of 2Pac is getting old. We go for Jay-Z, our favonte artist Other categories Best Rock Video: Multiple-nominee KoRn, for Freak On A Leash.

Best Dance Video: Shes competing with Martin and Lopez, but reborn diva Cher is the winner here. Best Pop Video: Let's see. It's between the Boys, Lopez, 'N Sync, Spears and Martin. Which one can you watch 10 times and still find something new? Martin's. Best Video: Lauryn Hill, for Doo Wop (That Thing).

Best Hip Hop Video: TLC's No Scrubs must win something. This is it. LEILA COBO e-mail: lcoboherald.com records. With our second album, we got on a different label that was able to present MTV with a great video Because of You Once that happened, we went from selling 200,000 albums to 3 million-plus albums. I totally attribute that change to the exposure we got on MTV.

Its a necessity. According to Business Week, teenagers are already consuming a whopping $89 billion worth of goods each year and their numbers are growing. By 2006, there will be 31 million U.S. teenagers more than at any other time in history. This has made MTV, which now reaches an estimated 79 million homes, a prime target for advertisers hawking soft drinks and jeans, record labels pushing new acts, and studios promoting the latest teen comedy.

But maintaining a hold on short attention spans isnt easy. In 1997, MTVs ratings were flat, the result of a fuzzy programming focus that dulled the stations distinct identity. The decision was made to return MTV to what it did best showcase music videos but present them in unique ways that would bring the audience into play. The idea for TRL came about after MTV executives realized the company was wasting the equivalent of beachfront property its personnel offices, which overlooked Times Square. Ingenious notion There were a lot of reasons not to do it, MTV President Judy McGrath says of the decision to turn office space into a studio.

Its not really studio space, the acoustics are bad, theres glare, you can hear the street. But it was such an ingenious notion. It energized the staff to put the audience on the air, let them see people, interact with them. And its really fun to watch, too: It makes you feel like youre part of a tribe. Ive always thought the most important part of I want my MTV was the my.

You have to feel some kind of kinship with it. That interactivity has permeated other MTV programming and promotions. E-mail messages from viewers (I love Sync because Justin is so cute!) often scroll across the screen as music videos play. In April, the stations second annual Wanna Be A VJ contest, in which the winner gets to be an on-air host for a year, drew 10,000 contestants (Sunrises Thalia DaCosta won). When Alanis Morissette visited South Florida on her concert tour last month, she also performed a 45-minute show at the Miami Springs home of Ariel Jones, winner of MTVs Alanis Off the Tour contest.

And on the MTV series FANatic, lucky viewers get to chat one-on-one with the celebrity they revere the most (Steven Tyler, Whitney Houston, Jennifer Love Hewitt, Roy Jones, and the Backstreet Boys have all appeared on the show). MTV has shifted to a kind of real-life programming, which is intriguing, says James Twitch-ell, author of Carnival Culture: The Trashing of Taste in America. It blends the illusion of real life with commercialism and entertainment, so its both exploitative and sensitive to its audiences concerns. The idea that youre in collusion that the kids are programming it themselves is a very powerful idea. None of it would work, however, without the right music.

MTV devotes entire blocks of programming to rap, alternative rock, techno and dance music videos. But the meat of the videos played on the channel are a mix of pop, and rockhip-hop hybrids energetic, upbeat songs by artists who adorn many a teenagers bedroom wall. Once you are involved in the culture, and you talk to your audience so much, you get to know the subtleties and intricacies of what they like and what drives them, says Tom Calde-rone, MTVs senior vice president of Music and Talent Programming. I think what we do very well here is constantly talk to our audience. Well literally go across the street to Virgin Megastore and talk to our viewers on Tuesday when albums come out, just to get a sense of what theyre buying.

How To Stay Hip, 101 MTV is giving the audience what it wants, says Carla Hay, music video editor for Billboard magazine. They conduct extensive research to anticipate what their audience is going to like, because they want to keep their trend-setting image intact. They want young people to always think of watching MTV as a cool thing. Other people may have different opinions on whether or not its cool, but theyre only concerned about their target audience, which is people between the ages of 12 and 24. By putting its viewers on the air and acting as their wish-fulfilling fairy godmother MTV also captures a joyous, passionate side of youth that is at odds with the image of troubled kids reflected in the news.

Most of the time, if you see a prime-time special on NBC about young people, its going to be Those Violent Teens or something, MTVs McGrath says. All this stuff about this generation being violent, stupid, slacker a lot of people will see a show like that and think Thats who they are. Often demonized in the 1980s as a corruptor of adolescents, MTV is now widely regarded as a harmless, even positive influence on teens. The shows more risque programs the call-in sex education show Loveline, or its risque dramatic series Undressed air only after 1 1 p.m., and its pro-social programs such as True Life: Matthew Murder, about the hate-killing of Matthew Shepard, and Fight Back, about sexual abuse, have been critically praised. So have innovative shows like Celebrity Deathnuitch, an animated wrestling show that pits celebrities against each other (Martin Scorsese vs.

Oliver Stone, Dolly Parton vs. Jennifer Lopez) and The band members were in MTV thousands of kids felt the heat of The Tom Green Show, an anarchic mix of variety and comedy that has become a cult hit with the college-age crowd. The Real World, MTVs documentary-style soap opera, has become a phenomenon. And MTVs annual Video Music Awards show, which airs Thursday, will be held at New Yorks prestigious Metropolitan Opera House a sign of the stations growing acceptance, and respect. Faux sex sells I havent seen MTV being hammered for anything in about five years, Twitchell says.

Whos the victimizer du jour? Video games, the Internet, certainly some kinds of music. But not the kind of music that is on MTV. Much of the music teenagers like is a hodgepodge of very unsophisticated sounds that address the anxieties of adolescence, which are almost all sexual in nature. But they clearly dont want the real thing. The real thing is confusing; what they want is the simple thing.

Its sex without genitals. In the video for Baby, One More Time, Britney Spears cavorts across the screen in kittenish singing a song whose lyrics could raise an eyebrow or two (what, exactly, does the former Mouseketeer mean when she sings Do me, baby, one more But the video itself is frothy and innocent, full of choreographed cheerleaders dancing about in the high school gym. When Syncs Tearin Up My Heart premiered on MTV, it was the exact same clip that had been shown on European television the year before minus a young woman seen lying in bed next to singer Justin Timberlake in one shot (the woman was digitally removed from the clip by the record label, preserving Syncs squeaky-clean image). Still, even if MTV tries to celebrate the brighter, more innocent side of youth, reality sometimes still intrudes as in the riots that broke out in July at Wood-stock 99. I was looking forward to reading great reviews of another great Woodstock, and instead we got pictures of a stage getting tom apart and naked girls getting passed around, MTVs McGrath says.

I always feel badly when anybody gives the outside world an opportunity to say See? I told you that music is terrible and those kids are horrible! Tarnished darling Making it worse for McGrath MTV, FROM 5M action, too. Whenever Timmons or Lachey get near the window, the crowd outside erupts in delighted cheers, happy to glimpse just an elbow or leg. And later, when 19-year-old singer Christine Aguilera comes on the show to plug her new album, the cheers grow into a roar loud enough to penetrate the plate glass. Cardboard signs are waved furiously, angling for attention. Please Let Us Up! reads one glitter-sparkly sign.

Christine You Are My Idol! reads another, its is dotted with fat hearts. We Want To See 98 Degrees in Speedos! begs a third, And in between the videos, the cameras capture it all on live MTV: Aguileras flattered amusement at the frenzy, the explosion of giddy teen spirit on the street, and the star-struck studio audiences questions to its idols (What do you like to bring on the road with In its eternal quest to reinvent itself, MTV has made its viewers part of the show. In the 1980s, watching MTV was a passive experience. But today, it has become the most interactive sta--tion on the dial. MTVs sugary diet of bright, fresh-faced pop and the breathless antics of the pubescent audience that cant get enough of it are driving the network to the highest ratings in its 18-year history.

MTV has always searched for ways to remain fresh and relevant to its core audience of 12- to 24-year-olds. But last year, it hit upon a simple idea: turning its cameras on that very same audience. Total Request Live has been the strategys biggest beneficiary. The show, which airs twice on weekdays (live at 3 p.m., taped at 9) is enjoying a daily rating of 1.3 (955,000 households) a jump of 1 15 percent over its ratings a year ago (.6, or 443,000 households). Coveted bunch That rating might seem miniscule compared to the audience for network TV hits like Friends, whose'viewers number more than 20 million.

But TRLs audience also contains the highest concentration of the sought-after 12-24 audience of any show on cable which has made it a required promotional stop for music and film artists. Adam Sandler, Mike Myers, Ricky Martin and the Backstreet Boys all waved to the Times Square crowd this summer, and why not? The week after Aguileras guest appearance, her debut album premiered at No. 1 on Billboards Hot 100. In a pop culture increasingly driven by youth, MTV has become the essential marketing tool. MTV really makes or breaks an artist now, says 98 Degrees Timmons.

We had a hit single off our first album. Invisible Man, that went Top Ten on some charts. It was very popular, but no one knew it was us, because we had no MTV exposure, and we sold a small number of David Palmer and The dancing a always good, end fie dancer's energy Jordan Levin studios behind plate glass, but 98 Degrees on the street. was that the band on stage at the moment all hell broke loose was Limp Bizkit an MTV darling whose record sales have been directly attributed to the station's constant airing of its videos. "I grew up at a time when music was a socially conscious entity, and I always listen for messages in music, McGrath says.

So I was sad to see that some of these exciting bands were going to get painted fairly, it looks like as having been really irresponsible. Inciting that kind of behavior is the lowest form of disrespect to your fans. Still, Limp Bizkit videos continue to air on the channel. Limp Bizkit lead singer) Fred Dersch wants to come on MTV and talk about what happened, which was my first idea about solving this, McGrath says. Lets have a conversation on the air and hear them out.

These are young bands, and I think they just misread the room. But there is a lot of thought given to the music we play. Is our role parental? I dont know. I dont think people today are going to try to penalize the Chili Peppers or Kid Rock for what happened. If youre a fan, youre still a fan.

And the fans are what MTV cherishes most. The station is in the process of extensively revamping its Web site, www.mtv.com, because they know thats where young adults are increasingly spending their time. Due this fall is webRIOT, a music trivia game show viewers will be able to play on-line along with studio contestants. And the station continues to brainstorm ideas, in hopes of hitting on the next Total Request Live. When you see the enthusiasm of the kids on TRL or FASatic its easy to be cynical about that, make fun of it, McGrath says.

But the great thing about it is that it reminds you of why you love music when you're that age, and how you relate to it personally. I like that part of MTV; thats probably the best thing we do. ld.com JOHN CHRISTIAN DANIEL HURT BALE BENZALI 4 Of All die Animats, TT T1k Crudest is Man. Little Animals i film by jCTctny jiov JM iVm-31 nr- NOW SHOWING! SOUTH BEACH CINEMA IB At uncou 0 Auoo 305 6'4 6'66 lYf ERIC ROHMER'S AUTUMN TALE PG. sssr OClOHtR C1998 Lm Ftinw On loony Li top! Citmo Artwort 1999 OcloBtt Films Inc All rtghft fosorvofl Now Showing! re j4, mi SOUTH SEACH CINEMA IS Al Lmcom Rfl 4 4 tun fia 305 67 A 6T6 DsnceComny Yanis Pikieris Artistic Directors New Home MiradeTheatre Coral Gables Come see the latest in technology, autos, boats, health, home business at this unique 2-day Chamber Event Credit compact but spunky Maximum Dance Company for "bringing variety to ballet in Miami.

Guillermo Perez Dance Baron Antiques Show II International Jewelers Association Prouiffv Presents Tfie Miami Beadi Antique Jewdry and Watci Sftotv Finest Quality International Exhibitors The Largest Antique Jewelry Exhibit in the Southeast 3 BIG DAYS SEPTEMBER 3, 4, 5, 1999 Admission $10 Tickets Good For All 3 Days Come and Go Every Day of the Show Show Hours: 11a.m. 7 p.m.; Sun. 11a.m. 6 p.m. MIAMI BEACH CONVENTION CENTER Produced Bv: Lou Baron-266 NE 70th St.

Miami, Fla. 33138 Tel: 305 535-0325 Fax: 305-754-1717 Richard Arens 3150 Danville Blvd Suite Alamo, CA. 94507 Tel: 925-552-0452 Fax: 925-552-5233 Lous E-mail: AntiquesfeTaski.net Richards E-mail: RArensl 1 Agaol.com Saturday October 2 Sunday October 3, 1999 Hosted by the Aventura Mall Aventura Shf iffianti Herald A MALL wwklici Gaia taada Ssasoa Cponfcg Miracle Theatre, 280 Miracle Mile, Coral Gables September 16,17,18, 8 p.m. Sunday, September 19, 2 p.m. tickets: 786-242-6927(0 Courty number) Performance: $15, $25, or $35.

Students Senior Citizens 20 off Matinee Only! Season subscnptions avalable Four performances at one low pnce Call 786-242-6927 for more information and to order tickets to Celebrate Maximums move to the Miracle Theatre Jan the artists for a gala supper following the performances September 16, 17, 18 Tickets $135. HUMCWKiCwpilsKffKrMtopvtbrftellanr- (M CoMy CWnnl WWn Cwm rfajamrSanfor SwSnWl tnd Harm Mm 0mM Ctofffl In umary of Mr CtoVn. nmhrMuFwafFwnWKm, MniatfOnt MitimtHlIitMamm jhtimfa i..