23. CHICKEN OR TUNA?: Aug. 19, 2003. "Newlyweds" followed the telegenic Jessica Simpson and Nick Lachey as they navigated marital bliss. They truly became famous when cameras caught Simpson confused by whether a can of Chicken of the Sea contained tuna. Presto! America had a new favorite dim blonde.

24. THE KISS: Aug. 28, 2003. It was MTV's idea to bring back Madonna for a reprise of "Like a Virgin" for the 20th video-music awards, and MTV's idea to pair her with Britney Spears and Christina Aguilera. The open-mouthed kiss that she planted on the two young stars? That was pure Madonna, and it outranked the creepy Michael Jackson and Lisa Marie Presley for most memorable kiss.

25. STEPHEN & LC: Nov. 26, 2004. Viewers were gripped by the love triangle on new MTV hit "Laguna Beach," and Kristin's partying on spring break in this episode temporarily cost her her boyfriend. MTV's original idea was a reality version of "Beverly Hills 90210," but they ended up with a reality version of "The O.C." instead. The real-life soap opera breaks convention by unfolding slowly, with none of the reality TV cliches like confessional interviews. "Again," Thompson says, "MTV is two steps ahead."