MTV Unveils Rebrand for International Channels

NEW YORK/LONDON: MTV is rebranding its international channels, adding several multiplatform features that seek to connect the digital space with the network’s linear broadcast system.

MTV International, which is available across 160-plus territories in 32 languages, will now spotlight audience-made social media videos between on-air programming and across all platforms via #MTVbump. The network will collect the videos using a custom content management system (CMS) that will allow MTV teams to curate the content, filtering for local relevance, pop-culture topicality or number of fans. The message is evolving from "I want my MTV" to "I am my MTV."

Additionally, MTV “Art Breaks” will bring new video art to viewers worldwide, with MTV’s promos also taking on a new look and feel. Those promos will experiment with narrative structures and visual storytelling, becoming shorter, louder and hyper-visual.

“MTV has always been committed to reinvention, and it’s time to shed our skin and reinvent again,” said Kerry Taylor, the senior VP of youth and music for Viacom International Media Networks (VIMN) and the chief marketing officer of Viacom UK. “Our audience expects MTV to push boundaries and take creative risks, and we truly believe that with this rebrand MTV’s international channels will look like nothing else.”