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All will be revealed about the mysterious new logo and the changes it represents during a grand unveiling of the redesigned channel during Super Bowl halftime this Sunday.

MTV2’S A TWO-HEADED MONSTER

Major Re-Branding Effort, Format Shift Coming Superbowl Sunday
Now that MTV2 is all grown up—the channel is nine years old and reaches around 50 million homes—the powers that be at MTV Networks have been quietly redesigning the channel with a new look and new programming approach designed to lure in males 12-24.

The new MTV2 mascot is so far the only sign of the shape of things to come: a two-headed dog, shown only in silhouette, that has been making the rounds on posters, t-shirts and anywhere else its creators could think of to stir up curiosity. A website dedicated to the multi-domed canine gives a few other clues, but all will be revealed about the mysterious new logo and the changes it represents during a grand unveiling of the redesigned channel during Super Bowl halftime this Sunday. Both MTV and MTV2 will air a preview of the new MTV2 during the football break, and the channel will then launch officially at midnight.

MTVN executives have said that the new MTV2 approach is reminiscent of the more free-from, arty days of early MTV. And its emphasis on the music video part of things, its very reason for being created in 1996, only enhances that aspect. MTV2, however, will reportedly also inform its programming with the other things that matter most to young men: videogames and downloading stuff. So look for shows about game characters and lots of Internet interaction.

One trick MTV2 is borrowing from its older sibling’s history is its plan to premiere a new video each Tuesday and airing it repeatedly for the remainder of the day. Green Day, whose next video will kick off the weekly event, is apparently in sync stylistically with the channel’s new flavor.

 

“We want Green Day to be a kind of house band for MTV2, the way people feel about MTV being the Eminem Network,” MTV EVP Talent and music Tom Calderone told the Associated Press.
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