''There was a certain staleness that all of us acknowledged at VH1,'' says Graden. While he admits that the ubiquitous ''Behind the Music'' is running out of steam, Graden isn't abandoning the net's successful franchises, like ''One Hit Wonders'' or the annual ''Divas'' celebration: ''There's a temptation when new programmers come in to say, 'Out with the old,' and I just don't see it that way.'' As for some of VH1's more puzzling programming choices of late -- ''Green Acres,'' anyone? -- Graden insists he was simply experimenting. ''It's really important that music always remains core,'' he says, promising no more sitcom reruns. ''But we do think we have permission to embrace a broader pop-culture palette.''
Admittedly, there have already been a few missteps under Graden. The boomer-friendly channel missed out on booking original programming with Bruce Springsteen during last summer's all-media onslaught for ''The Rising.'' (Graden and Co. scrambled to buy rights to the Boss' Asbury Park concert on NBC's ''Today'' and repackaged it as a special.) And then there's the much-publicized ''Liza & David,'' abandoned because VH1 ''didn't get the cooperation that we needed to make the show,'' according to a network rep. (Gest had no comment.) While Graden wouldn't address reports that Gest was too controlling, he acknowledged, ''The disappointment for me was more personal because Liza was such a dream, and had this aired, people would have seen her in such a human light.''
Advertisers are sharing in the disappointment. ''Is VH1 getting less [revenue] per spot? Yes,'' says Thomas. ''But for those who want to reach people passionate about music and celebrities, it's still a viable option.'' Analyst Tom Wolzien of research firm Sanford C. Bernstein predicts that with a few hits the network can bounce back. ''It's a cyclical thing -- they just have to be retuned to the interests of the audience.''
While hoping for an upward cycle for VH1, Graden has set modest goals for the channel's new series and specials, which include ''The VH1 Big in 2002 Awards,'' a first-ever awards/time-capsule program airing Dec. 15. ''We're not looking to create a revolution,'' he says. ''It's an evolution at best.'' And to crib from MTV, the evolution will be televised.
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