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вЂњI owe Luke an expensive dinner, but thatвЂ™s OK,вЂќ Shelton joked.Д«ryan was a constant fixture early in the awards. Shelton won for вЂњDoinвЂ™ What She Likes,вЂќ and now heвЂ™ll be doing what Bryan likes. вЂњThe VoiceвЂќ star bet against himself in the male video category Wednesday night, wagering that Luke Bryan would win the category. The two acts teamed up to win collaboration of the year and each won another belt buckle trophy.Д«lake Shelton learned a valuable lesson at the CMT Music Awards: DonвЂ™t bet against Blake Shelton. Underwood managed to horn in on all the fun that top winners Luke Bryan and Florida Georgia Line were having. The вЂњAmerican IdolвЂќ champion is CMTвЂ™s top overall winner with 11 belt buckles in her career. Underwood took the top honor for the third straight time with вЂњSee You AgainвЂќ on Wednesday night and the fifth time overall. Two more documentaries are set to premiere at SXSW this spring: вЂњAmerican Bandit: The Birth of Southern Cool,вЂќ about the making of 1970 hit вЂњSmokey & the Bandit,вЂќ and вЂњChicken People,вЂќ centered on show chicken breeders.NASHVILLE вЂ“ Carrie UnderwoodвЂ™s special connection with CMT viewers paid off again as she won her third straight video of the year at the CMT Music Awards. This led to several documentaries last year, including вЂњJohnny Cash: American Rebel,вЂќ produced in partnership with the Cash family and вЂњUrban Cowboy: The Rise and Fall of Gillies,вЂќ tracing the phenomenon of the 1980 film. And while вЂњSteve AustinвЂ™s Broken Skull ChallengeвЂќ and вЂњDallas Cowboys Cheerleaders: Making the TeamвЂќ are still performing solidly, executives admit theyвЂ™re looking for more вЂњsophisticationвЂќ in the networkвЂ™s unscripted slate. вЂњParty Down SouthвЂќ will end for good after five seasons in April. In recent years, the genre has been dominated by popular singers who swap cowboy hats for baseball hats and bring with them a very young audience.ДЄlas, CMT recognizes it needs a balance of modern and traditional. вЂњWe specifically looked at who was listening to country music and said, вЂLetвЂ™s put some of those shows on our channel.вЂ™ вЂ¦ ItвЂ™s a much younger country music fanbase,вЂќ Dinsmore said. Wait, you say: IsnвЂ™t CMTвЂ™s top-rated original show a bunch of young fools partying вЂњJersey ShoreвЂќ-style, except itвЂ™s called вЂњParty Down SouthвЂќ? How is that focused on country music stars? ItвЂ™s all driven by the sensibilities of our biggest stars.вЂќ вЂњOur format may change, our shows may change, but our core values will remain the same. Having that clear a filter really is a head start, right?вЂќ said Jayson Dinsmore, executive vice president of development, during an interview with CMTвЂ™s top brass. вЂњWe have one of the clearest brands in all of television. But the network - which presents its new lineup at the cable upfronts in New York on Thursday - also prioritizes its musical roots in everything, including original scripted series, appearing on CMT this year for only the second time in network history. CMT invests heavily in music, particularly as its native Nashville has exploded into the mainstream.

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The Viacom-owned network uses this to its distinct advantage, even though it faces the same challenge as sister channels MTV and VH1 - how to attract people who still lament the lack of music videos. No matter how many times the network has to change its programming strategy to keep up with the latest trends, at the end of the day, it has a laser-sharp focus on what it needs to be about: country music. CMT is, as the millennials say, #blessed. Oh, and try to lure in the millennials, because advertisers love them.

JASON DERULO LUKE BRYAN MASHUP SERIES

In other words, executives must program a network for a general audience but avoid becoming a bland mish-mash of scripted series and reality shows. You need to provide a broad slate while still maintaining a sharp identity.

ItвЂ™s hard out there for a cable channel in 2016. Country Music Television evolves while sticking to its core audience вЂ“ The Denver Post

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