Remember when MTV promised to deliver music via television? The MTV of the 1980s was completely different than the MTV that teens watch today, and the logo has been changed to better reflect that new brand promise. While it’s true that the brand name should actually change in order for the name to match the promise, the company is only changing the logo at this time.
However, MTV’s content has changed since its 1981 debut in an effort to keep up with the changing world around it and shifting consumer demands. You can’t fault the company for making that change, even if the brand name is now an oxymoron. In a time when teens (and even adults) can go to YouTube anytime of the day or night and find just about any music video or live performance to watch at their leisure, it would seem obvious that the original MTV format wouldn’t bring in enough viewers anymore to keep the channel afloat.
There is no doubt that MTV has put a lot of effort into remaining relevant, but that relevancy has moved from music to something else entirely. Remember when “I want my MTV” was practically the mantra of a generation? Now, that was a powerful brand!
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