MTV goes beyond television from 17 October

MUMBAI: It’s “Beyond music! Beyond television!” for MTV as it rebrands from 17 October. Shedding the “Music Television” tagline that has been labelling its logo since 1981, the channel completes the repositioning exercise it started two years back.

MTV will don a new black and white logo, cut down its music content to 25 per cent, tailor content for online and mobile platforms and dress up the channel with more reality shows.

Fitting into this format, the channel will launch four new shows – one each for the television, mobile, web and voice portal. The repositioning is in line with what has happened in the US where the broadcaster has been making conscious efforts to gradually move away from just music.

Says MTV India GM Ashish Patil, "MTV has always been at the cusp of change and we feel that this is the right time for the next step of our evolution. had first reported that MTV would shrink its core music content to 25 per cent by the year end as part of its repositioning strategy.

"This does not mean that we are running away from music. We were born of music, inspired by music, driven by music. However, we are not limited by music. Dropping the words ‘Music Television’ from under our logo is a big symbolic statement and finally closes the loop on the repositioning exercise MTV kicked off two years back. The letter M stands for many things including movies, masti, music and magic,” avers Patil.

The new on-air graphics environment is made for the youth with elements and expressions unique to their world. This will include scrolls, buffering of videos like what is experienced on Youtube, RSS feeds, pop ups, scraps and comments.

For television, MTV will kick off Nuon MTV Making The Cut from 17 October at 6 pm. The eight-episode reality series on fashion will air on Saturdays. The judges include Lara Dutta, Neha Dhupia, Neil Nitin Mukesh and Madhur Bhandarkar.

On the mobile play MTV will introduce MTV Rant (Raving About Nothing Today), which offers opinions on raging issues. Mixing action and animation, the show will “look to go beyond music, television and also beyond issues to ramble about nothing and everything”.

For the online platform, the broadcaster will air MTV What the Hack, for which it has roped in Ankit Fadia, an ethical hacker.

On its voice portal 5056882, MTV VJs will start giving acting classes on different emotions. The show is titled MTV Acting Classes.

Says Patil, "Our aim is to be platform agnostic. We already have 600,000 fans on the digital space including 350,000 on Orkut."

To build up the hype and awareness level of its re-branding, MTV has tied up with upcoming film All The Best which releases this Friday. The channel is also running a contest wherein ads featuring the stars will air on the channel.

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