Media: MTV unveils channel icons

Each character is based on the content of the channel they represent,

and will be used in idents, trailers and promotional activity.

Steve Shannon, who leads creative at MTV UK, said the rebrand will be
supported by increased cross-promotional activity across the portfolio
of channels. 'MTV needs to act more like a network,' he said.
'Previously you had MTV as the main channel, but there was no
relationship with the other channels'.

The rebranding will hit the screens on 22 July and will be promoted
across all MTV channels ahead of the switch with the on-air strapline
'Something new is coming'.

The house where the channel characters live will also appear online, and
MTV is exploring the possibility of further web activity to promote the
new look.

The broadcaster is hoping to expand the characters and is considering
creating further content as well as moving into merchandise.

The rebrand follows a surge of promotional work at MTV, which recently
launched its biggest-ever campaign as it unveils a raft of programming
including Totally Jodie Marsh (Marketing, 4 July).