MTV drops ‘music television’ from logo after 28 years

NEW DELHI - Popular channel MTV has decided to drop the term “Music Television from its logo and is set to explore other genres to keep in sync with the changing tastes of audiences.

The logo, which has been around since 1981 when the channel was launched in the US, will be seen in its new avatar Saturday onwards.

Dropping the Music Television’ from under the logo is a big symbolic statement and finally closes the loop on the repositioning exercise MTV kicked off two years back. We were born of music, inspired by music, driven by music - but not limited by music, said Ashish Patil, general manager and senior vice president (Creative and Content), MTV India.

The channel is also creating a new graphic environment to back the initiative.

MTV is about new ideas, new formats, new ways of reaching people in the new places they choose to live in. It is about constant change and it is beyond music, beyond television, added Patil.

Four new shows are being launched by the channel on various mediums other than television.

While “MTV Rant” will be premiered only on mobile phones, “MTV What The Hack” will be available on the web. In a unique initiative, “MTV Acting Classes” will be offered on the channel’s voice portal on 5056882.

Another new show “Nuon MTV Making the Cut” will have eight designers and 16 models to hunt for the best in fashion. It will be judged by style gurus and celebrities including Lara Dutta, Neil Nitin Mukesh, Neha Dhupia, Celina Jaitley, Madhur Bhandarkar, Narendra Kumar Ahmed, Dipannita Sharma, et al.

It will be aired every Saturday at 6 p.m. from Oct 17.