2009 saw the debut of Jersey Shore, which became a ratings success throughout its run and spawned the "MTV Shores" franchise, but would attract various controversies.[95] With backlash towards what some consider too much superficial content on the network, a 2009 New York Times article also revealed plans to shift MTV's focus towards more socially conscious media, which the article labels "MTV for the Obama era."[96][97][98] Shortly after Michael Jackson died on June 25, the channel aired several hours of Jackson's music videos, accompanied by live news specials featuring reactions from MTV personalities and other celebrities.[99] The temporary shift in MTV's programming culminated the following week with the channel's live coverage of Jackson's memorial service.[100] MTV aired similar one-hour live specials with music videos and news updates following the death of Whitney Houston on February 11, 2012, and the death of Adam Yauch of the Beastie Boys on May 4, 2012.[101][102]