MTV2

MTV2 is a cable network that is widely available in the United States on digital cable and satellite television, and is progressively being added to basic cable lineups across the nation. It is also broadcast over-the-air in some markets where the former all-request music channel known as The Box was broadcast. A European counterpart broadcasts from London in the United Kingdom, as does a Canadian version on digital cable and satellite, with a German version being closed down in September 2005. MTV2 began broadcasting on August 1, 1996—MTV's fifteenth anniversary—with the first video Beck's Where It's At. The purpose of the channel was to give music fans a place to see constant, commercial-free music videos, once the original MTV had started concentrating on reality television and soap operas.

The two-headed dog (2005)

During the halftime of Super Bowl XXXIX on February 6, 2005, both MTV and MTV2 aired a 15-minute preview of MTV2's second re-launch, which took place at midnight on February 7, 2005. The purpose of this re-launch was to create a unique brand identity for MTV2, targeting 12-24 year old male viewers and separating the channel from being perceived as simply an MTV spin-off.

Related Topics:
Super Bowl XXXIX - February 6 - 2005 - February 7

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The re-launch of the channel also brought the introduction of a completely new logo: a two-headed dog. The previous "boxes" and MTV's famous block logo have been eliminated from the new MTV2 logo, implying the new channel is nothing like the current MTV. It has also been rumored that the two heads of the dog represent Rock and Hip Hop, the two sides of MTV2.

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As an attempt to be more "edgy" and "cool" among its target audience, MTV2 added nonsensical video clips from old B-movies, as well as short clips collected from the Internet and others created in-house, in between normal video rotation, commercial breaks, and at the top of each hour. These clips serve as station IDs for the new MTV2 and are intended to present and random and "anything goes" attitude for the channel. Although Viacom, MTV2's parent company, denied any influence from competing music video channel Fuse, it is apparent that the attitude and identity associated with Fuse played a part in the decision to re-launch MTV2 and add these random clips.

Related Topics:
B-movies - Viacom - Fuse

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MTV2's VJs remained the same after the re-launch, and there were only a few programming changes. The daily MTV2 Rock hour at 8 PM was eliminated, replaced with additional Hip Hop shows. Each of MTV2's regular shows received new opening themes, music, and transitions. Some new non-music video shows were also added to the schedule. Perhaps the most interesting programming change was the return of MTV2 Premiere, which aired a brand new music video at the top of every hour on Thursdays in 2001 and 2002. The new MTV2 Premiere is known as "Unleashed" and takes place on Tuesdays.

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Despite all of the hype surrounding the re-launch, not much else about MTV2 has changed. The original purpose of the channel, which was to be a continuous mix of music videos, was already long gone. As a result of the programming changes since 2002 and the latest re-launch in 2005, MTV2 has become totally unrecognizable from its 1996 debut.

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