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.
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.
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