From cuts & classes on mobiles, worldwide web and the voice portal to a all-new hot reality show on the telly, MTV drops music & television from its name & moves to a whole new plane

It's been entertaining us with top of the charts since 1981. Over the years, it's also been amusing us with its changing look and style. And now, post Diwali, MTV has transformed yet again. This time, it's dropped the music television from under its logo and gone beyond music and beyond television.

"Dropping the music television from under the logo is a big symbolic statement and finally closes the loop on the repositioning exercise MTV kicked off two years back. We were born of music, inspired by music, driven by music - but not limited by music. MTV is about new ideas, new formats, new ways of reaching people in the new places they choose to live in. MTV's about constant change and the balls to throw it all away and make it new and important again. MTV is beyond music, beyond television," comments Ashish Patil, General Manager - MTV India & Senior Vice President - Creative & Content.

Backing up this massive statement is a new graphics environment. Made of the youth, for the youth, almost by the youth, the channel has elements and expressions unique to their world. Also launching are four new shows of which only one premieres on television! Next up is MTV Rant which premieres only on mobile phones, and it's 'Rambling About Nothing Today' aka the only opinion that matters. Every week MTV will cherry pick the raging issue of the week and break it down.

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