MTV droped the “music television” from it’s logo. Now, this is a redesign that actually makes sense, as MTV’s entertainment spectrum is no longer intrinsically attached to music and (pretend) reality shows have taken over the channel. MTV has successfully adapted itself to changes in the entertainment landscape throughout the years. But the formats and platforms in which music is consumed and communicated have changed a lot. Too much for the actual television platforms to handle, so I understand why they have opted for “trashier” TV programs, which by the way seem to endlessly come up with new kinds of themes, forever based on the “reality” argument.
But. I don’t think that they should give up their music heritage entirely. According to a press release, “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”. OK. Fair enough. But the platforms will change once more. TV’s will become interactive, so we can sing and dance to their shows (”So you think we can dance” in which you can actually imitate the choreographies in real time? Or sing a long’s to “American Idol”?). New platforms to download and share music will emerge - probably legal ones. “Offline” live music events are becoming more relevant, exclusive and experiential, and offer a great alternative to the democratized VOD stuff. Gaming and music will be tied together ( think Dance Star and Guitar Hero with augmented reality, and kids singing a duet with Beyoncé “inside” the TV).
And how can MTV push aside it’s history, appeal and top of mind regarding music if there are so many opportunities in that market for them to capitalize on and associate their brand to? Connecting with the millenial generation is just fine. But disconecting with music will make them lose their relevance. So a new, really interactive music channel can come up and take the throne which MTV chose to gave up.
These are just suppositions - I don’t work with the company ( hey, if you guys are reading this, we are available and we rock:). Neither I am aware of the new strategies that are probably connected to this redesign. Hey, I even like the new logo. But. Short term strategies don’t usually work well in the long run…
Cheers,
