'I want my MTV' ditched in favour of Vine and Instagram videos
by John Plunkett from Technology | The Guardian on (#CCY0)
Videos from social media sites and apps shared on Twitter to be aired between programmes as broadcaster aims to 'shed our skin and reinvent again'
It has been MTV's trademark for more than 30 years and was immortalised by Sting in Dire Straits' Money for Nothing.
But the music broadcaster's 160-strong international networks will ditch "I want my MTV" in favour of the more social media orientated "I am my MTV", reflecting the shift in power from TV executives to viewers.