While many of you were watching the Superbowl last night and checking out Paul McCartney’s halftime show, others of us were eagerly waiting to catch the re-launch of MTV2; myself being one of those. We finally figured out that all of those signs you see around the city with the two-headed dog were related to MTV last week when the images were posted on the network’s windows in Times Square.
I’ll be honest; it was sort of hard to tell what the network was offering when I saw the “infomercial” for what all was going on with the new network. Maybe it was a marketing plan to make me watch more to find out, or maybe it means that I am just old. So with that said, what does this new MTV2 offer us?
Billboard reports that the re-launch will move the channel further away from its wide-open, all-music-video roots to programming focused on hip-hop and youth-oriented rock genres like punk-pop and emo. The target audience is 12-24 year old males. As part of the new programming, MTV2 will also roll out a slate of original long-form programming that offers a mix of music-based and lifestyle shows. Basically the programming will remain the same but the branding will be different. Executive VP of music and talent programming for MTV, Tom Calderone said, "Our music-video hours have increased by double-digit percentages because we have been providing since the summertime of last year a very focused, hit-driven rock and hip-hop music channel."