Posted on Feb 8, 2010 at 6:03 pm · by 4

MTV Officially Not Music Television Anymore

There’s a whole generation of media consumers who don’t remember the music video as the raison d’être of MTV. The shift towards reality programming has been steady since the late ’90s, and was finalized today when the network changed its logo to exclude the words “Music Television” from the iconic MTV.

Your telling pullquote, from the network’s press release announcing the switch:

It represents a new visually defined MTV, stimulating its past, present and future and embracing it’s diversity. Everything from Jersey Shore, to the VMAs to collaborations with the MoMA. The logo is part of MTV’s re-invention to connect with today’s millennial generation and bring them in as part of the channel.

Frank Olinsky designed the logo for the network’s launch in 1981, and it remained unchanged for the past three decades. Sure, you’ve seen everything done to the insides of the M, from fishtanks to human organs, abstract graffiti to industrial steel… but underneath, the branding cops always managed to keep the words “Music Television.”

Now, the M is filled with Snooki and The Situation.

Apologies, but I feel the same way about this news as I do when I drive past the hole where Reunion Arena used to stand, or the vacant lot that once held the Dallas Hard Rock Café. Raise a glass, Gen-Xers. Watch these classic MTV clips, and leave your MTV memories in the comments below.

Devin Pike

Devin Pike remembers the Web when it was nothing but annoying animated GIFs as far as the eye can see. A film critic and entertainment reporter for over 30 years, Devin is the former Editor for Red Carpet Crash. Mostly, Devin hates talking about himself in the third person, because it makes him feel schizophrenic.
  • Jeff Albert

    A-Ha Take on Me
    Devo Whip It
    Berlin The Metro

  • http://twitter.com/vanillacokehead Vanilla Cokehead

    Sad but inevitable news, Devin. I was a hormonally challenged teenager when I watched the first few minutes of MTV’s existence back in ’81. I remember having a MAJOR crush on Nina Blackwood – and thinking J.J. Jackson was ultra-cool…

  • Karen Kennedy

    Makes me feel kind of sad, but the music has been gone for quite a while. My memories: the VJs (Nina Blackwood, Mark Goodman, Alan Hunter, J.J. Jackson and Martha Quinn, downtown Julie Brown, Kennedy) and the videos. Some I particularly remember: Van Halen-Jump, U2- New Year’s Day, Dexy’s Midnight Runners- Come On Eileen, INSOC-What’s On Your MInd, Walking Away, Frankie Goes To Hollywood-Relax (all versions), Pat Benetar-Love Is A Battlefield, Dire Straights-Money for Nothing, and of course, Michael Jackson- Beat It, Billie Jean, Thriller. So many others: Prince (especially 1999), Madonna, Janet Jackson, David Bowie, Tears For Fears, I could go on. Also, the animated logos. Club MTV. I have missed all for a long time. I also remember how cool I thought MTV was in England, when I was there in 1991.

  • http://www.agalaxycalleddallas.com James

    I made my peace with Mtv many years ago. Like Karen said above, the music has been gone for quite awhile and thus there was no reason for me to watch. We didn’t get cable in my small hometown until about 1985, but when we did, everyone raced home after school to watch it. Duran Duran, Eurythmics, The Fixx, and just too many to mention. There will never be anything like it again.

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