MTV have decided that it is time to remove the words "Music Television" from under its iconic logo, in a move that signifies the end of a momentus era of cool logos.
The channels new logo will feature the monolithic "M" and its dripping "TV," but will have no underlying text. This shift shows that the channel has moved even further away from music, with the success of Jersey Shore, The Hills and the Real World spin offs and the cancellation of TRL confirming this.
"The people who watch it tody, they don't refer to MTV as music television. They don't have the same emotional connection that, say, the people who are writing about (the logo change) do," Tina Exarhos, MTV's head of marketing told the Los Angeles Times. Exarhos added that the department had even toyed with removing "music television" but felt the text was too sacred and the higher-ups wouldn't approve the idea. With the network introducing new on-air designs, "now felt like the right time" to update the logo.
MTV's scheduling is yet to changed even further but the network will likely contine to schedule their Video Music Awards and provide anciallary between-commercial coverage to musical figures.
But with the removal of "Music Television" it is now almost impossible for critics to point out that MTV's programming isn't really dedicated to music. Frank Olinsky, one of the original designers who created the MTV logo has uploaded a brief history of the logo to his website and added that the logo was originally not accepted by the burgeoning network until the words "Music Television" were added underneath.
How the times have changed. Nearly 30 years later, MTV have returned to Olinsky's original design and with it have probably put the final nail in the coffin, for music to reappear on the channel in the forseeable future.