MTV hopes that its re-launch of MTV2 will be sort of like the good old days. The station will be revamped to market towards males between the ages of 12-24 starting at halftime on Super Bowl Sunday.
According to MTV executives, the new lineup will be a lot like the original MTV used to be...in the 80s. 'What MTV2 is, while a departure from MTV, is really harkening back to the early days of MTV,' says Tina Exarhos, executive vice president of marketing for the network.
Like its predecessor, MTV2 started as a station that played mostly music videos. Now, however, it features a lot of reality television shows such as 'The Real World' and Jessica Simpson's 'Newlyweds.'
'We used to be simply a music complement to MTV. Now we're a real business,' said MTV2's general manager David Cohn. 'We had to change and evolve.'
Among the old traditions that will be revived are the airing of a new video every Tuesday. That video will be shown at least 16 times that day in order to establish it with its audience. Green Day's new single will be the first band to receive this treatment next week.
The network will also get a new logo. It appears to be a dog or a wolf with two heads with MTV2 written across the side of the animal.
Will the new format catch on with the cool high school and college crowds? MTV hopes so. Then, a new generation of teens may be saying, 'I want my MTV2.'