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Music Choice Rebrands As 'MC'

Music Choice is distilling its 25-year-old brand identity down to two letters, launching a new "MC" logo and strategy that spans its linear, video-on-demand and online properties.

The MC brand -- evocative of a live "emcee" -- is intended to buttress Music Choice's "living music" strategy of delivering a more immersive and personal music experience across multiple platforms. The new brand strategy, which is launching Tuesday, was created by strategic branding firm Siegel + Gale.

"MC symbolizes the role music plays in our lives, not just what format to listen to," Music Choice chief operating officer Christina Tancredi said in announcing the change. "It is about the emotional connection consumers want to their favorite artists. MC gives music fans the opportunity to create that experience whether listening to our music channels, watching on-demand videos or interacting with SWRV."

Music Choice's offerings include its traditional MC channels, spanning more than 45 genres and available in 52 million households; MC On Demand, which serves 1.2 billion annual views of music videos available in 51 million households; and SWRV, a 24-hour interactive video music network available to 9 million households online and on TV.

Music Choice, founded in 1987, is a joint venture owned by Comcast, Cox Communications, Time Warner Cable, Microsoft, Motorola Mobility, Sony Corporation of America and EMI Music.