Diaz most recently served as EVP, Programming and Development, Unscripted for MTV and VH1 since November 2016 when she added MTV to her purview. For the past year, both networks have refocused their programming on unscripted fare as part of corporate shifts within the Viacom cable group. In her new position, Diaz will continue to report to Chris McCarthy, President of MTV, VH1 and Logo Group, who made the announcement in a note to the company staff (you can read it below the post).
“Under Nina’s creative leadership, both MTV and VH1 have experienced phenomenal growth while attracting the youngest, most coveted audience in entertainment. Nina is an incredible leader and creative partner whom I have no doubt will continue to drive our brands to great heights and more success,” said McCarthy.
In his email, he also called Diaz “an amazing force of nature in advancing diverse voices, faces and perspectives both on and off screen.”
During her tenure as the Head of Unscripted for VH1, Diaz’s programming slate helped fuel Viacom network’s 10 consecutive quarters of growth, with VH1 holding 11 of the top 20 highest rated unscripted cable series in P18-34, including hits Love and Hip Hop, Black Ink Crew, Martha and Snoop’s Potluck Dinner Party, Hip Hop Squares and the rebooted America’s Next Top Model which had its most watched season in five years.
Shortly after her return to MTV, Diaz spearheaded a programming overhaul aimed at returning the channel back to its roots with youth-focused, coming of age stories. The strategy has resulted in three quarters of growth for the network. Diaz and her team launched two of the top five biggest new hits of 2017 in P18-34 with Floribama Shore (#2) and Siesta Key (#4). Additionally, she was behind the extensions of TRL, Young and Pregnant, Champs vs. Pros and the biggest unscripted premiere in cable since 2012 with Jersey Shore Family Vacation. That was followed by Ex on the Beach just three weeks later which delivered MTV’s highest rated non-Jersey Shore unscripted launch in over four years.
“I am incredibly excited about the opportunity to lead content creation at these powerhouse brands,” said Diaz. “Launching bold new programming that delights audiences and celebrates diversity is my passion and it’s a privilege to partner with a true maverick like Chris.”
Diaz began her career at MTV where she developed and launched My Super Sweet 16, Cribs and is credited with the idea for The Osbournes. Prior to joining VH1, Diaz worked as an independent producer, developing hits including VH1’s Mob Wives and Bravo’s Real Housewives of New Jersey.
Here is McCarthy’s memo:
I’m excited to share that Nina Diaz has been promoted to President, Programming and Development for MTV, VH1 and Logo! We formally announced the news with the attached press release.
Nina is one of the finest creators and culture makers to have ever led these brands. To say we are lucky to have her as our lead creative is an understatement. Anyone who has worked with her can attest – she is always pushing boundaries and a huge advocate for her team, the process and our audiences.
I could tell you that Nina has led her group through a creative renaissance resulting in more than 75% of the top 20 unscripted shows on cable, or that we are leading the industry at VH1 with 10 consecutive quarters of growth, or, that MTV is the fastest growing network…..but she wouldn’t like that – right?!
So instead, let me tell you how much of an amazing force of nature she is in advancing diverse voices, faces and perspectives both on and off screen. Nina’s unwavering commitment to celebrate all forms of equality is evident in each and every one of our projects.
Please join me in congratulating our friend and fearless creative leader Nina Diaz on her well-deserved promotion!