The cast of MTV's 'Jersey Shore'
By Booth Moore, Los Angeles Times staff writer
TV's latest guilty pleasure, MTV reality show "Jersey Shore," follows a group of hard-partying, trash-talking twentysomethings in a summer house in Seaside, N.J., where they live to get dressed, throw back shots, grind on the dance floor and hook up in the house hot tub.
Critics have taken issue with the cast's use of the term "guido" and "guidette," with Italian American groups pressuring sponsors, including Domino's Pizza, which pulled out as an advertiser a few weeks ago. (Scott Gries / PictureGroup)
stopped promoting videos. Now it seems it's not promoting music either.
For the first time in the network's 29-year history, MTV gave the channel's iconic logo a face-lift, removing the words "Music Television." The change was quietly made earlier this week.
"The people who watch it today, they don't refer to MTV as music television," said Tina Exarhos, MTV's head of marketing. "They don't have the same emotional connection that, say, the people who are writing about (the logo change) do."
Indeed, The Wrap called it "a minor change with major symbolism," while The Hollywood Reporter
wrote that having "music television" in the old logo was "a constant reminder that MTV was branding itself one way, programming itself another."
Outside of its annual Video Music Awards
, MTV long ago abandoned music as a programming mainstay. For years, all eyes have been on genre-busting reality shows like "The Osbournes," "Newlyweds," "Jackass,"
"My Super Sweet 16
" and "The Hills."
The network is currently riding high with the docudrama "Teen Mom" and "The Real World"
-esque "Jersey Shore."
With the channel's most recent on-air redesign — something the network switches up every couple of years — "now felt like the right time," Exarhos said.
Sponsored Link: Amazon's MTV Store
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