MTV (originally an initialism of Music Television) is an American cable channel that launched on August 1, 1981. Based in New York City, it serves as the flagship property of the MTV Entertainment Group, part of ViacomCBS Domestic Media Networks, a division of ViacomCBS.
The channel originally aired music videos and related programming as guided by television personalities known as video jockeys. In the years since its inception, it significantly toned down its focus on music in favor of original reality programming for teenagers and young adults.
MTV has spawned numerous sister channels in the US and affiliated channels internationally, some of which have gone independent. Approximately 90.6 million households in the United States received MTV as of January 2016.
MTV's now-iconic logo was designed in 1981 by Manhattan Design (a collective formed by Frank Olinsky, Pat Gorman and Patty Rogoff) under the guidance of original creative director Fred Seibert. The block letter "M" was sketched by Rogoff, with the scribbled word "TV" spraypainted by Olinksky. The primary variant of MTV's logo at the time had the "M" in yellow and the "TV" in red. But unlike most television networks' logos at the time, the logo was constantly branded with different colors, patterns and images on a variety of station IDs. Examples include 1988's ID "Adam And Eve", where the "M" is an apple and the snake is the "TV". And for 1984's ID "Art History", the logo is shown in different art styles. The only constant aspects of MTV's logo at the time were its general shape and proportions, with everything else being dynamic.
On February 5, 2021, MTV began to use a revised logo in tandem with the 2010 version, doing away with the 3D effect inherited from its predecessors (much akin to the current MTV Video Music Awards variant). The logo is being used on the MTV website, social media platforms, on-air promos for its current programming, as well as the Paramount+ streaming service and the Entertainment Group and Entertainment Studios divisions. The rollout was completed in time for the 2021 MTV Video Music Awards on September 12, 2021.
The channel's iconic "I want my MTV!" advertising campaign was launched in 1982. It was first developed by George Lois and was based on a cereal commercial from the 1950s with the slogan "I Want My Maypo!" that Lois adapted unsuccessfully from the original created by animator John Hubley.
As the leading youth entertainment brand, MTV is the best place to watch the network's original series, see the latest music videos and stay up to date on today's celebrity news.
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