MTV scraps music tag from logo

MTV scraps music tag from logo

MUMBAI: MTV, aged 29 and best known for telecasting music videos of Michael Jackson and Madonna at one point of time, has scrapped the legend "Music Television" off its corporate logo.

The reason? MTV has now evolved into a reality channel that occasionally runs programmes that have to do with music. The change, in fact, was a belated acknowledgment of what has been obvious for years: that its viewers have moved away from watching just music content. 
"The people who watch it today, don‘t refer to MTV as music television," said MTV marketing head Tina Exarhos.

The reality is that MTV is competing more with Facebook and YouTube rather than the pure music channels.

MTV "realized being ‘music television‘ was too limiting," said Syfy president Dave Howe. He goes on to add that the right brand is essential "to cut through the noise and clutter of the media explosion" bedeviling the TV industry. 

It may be interesting to note that last summer, Howe‘s network underwent a controversial name change from the Sci-Fi Channel to Syfy, a made-up word that Twitter users said looked more like the name of a mop or a gossip magazine than that of a cable network. Howe is of the view that the name change has reenergized the network and sharpened its identity because it referred to a well-established genre, ?sci-fi?.

In India, MTV has also gone through the transformation and its reality shows like Splitsvilla give it the ratings spike. Rival Channel V is also going through the metamorphosis as it attempts to broaden its audience base and capture youth audiences that are hooking on to reality shows in a big way in India.

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