MTV (Finland)

Not to be confused with the American television channel MTV (formerly Music Television).

Oy Mainos-TV-Reklam Ab was founded on April 29, 1957 from the idea of producing American-style commercials between Finnish television programs. On August 13, 1957, MTV was launched before Yleisradio began regular broadcasting on its own Suomen Televisio channel. Ever since its launch, the logo for the television company featured an owl and the letters "MTV" stand for Mainos-TV ("commercial television"). Before becoming the Finnish commercial television station in 1993, MTV had programming blocks on both of Yleisradio's TV1 and TV2 channels, and also contained its own programs with commercial breaks. In 1981, MTV began Ten O'Clock news broadcasts on its own programming block and one year later, Oy Mainos-TV-Reklam Ab was renamed to MTV Oy. MTV launched the first nationwide commercial channel in Finland called Kolmoskanava along with Yleisradio and Nokia Oy on December 1, 1986. This gave even more program time to MTV Oy, that towards the 1990's bought the rest of the channel's shares from Yleisradio and Nokia Oy. As a result of the TV channel reform in 1993, all of MTV Oy's programs moved out from Yleisradio's channels and at the New Year's Eve of December 31, 1992, MTV Oy replaced Kolmoskanava with its own commercial television station, MTV3.

Contents

1st ID (August 13, 1957-1968?)	2nd ID (1968?-1975)	3rd ID (December 17, 1975–December 1987)	4th ID (January 1988–December 1989)	5th ID (January 1990-December 31, 1992)

1st ID (August 13, 1957-1968?)

Early variant

Visuals: An abstract owl drawing quickly zooms in on a light grey background, with its pupils replaced by the letters "T" and "V". The owl's beak and feathers make up a stylized "M", completing the name "MTV". It's also sitting on a black line, with the part that overlaps with its body being white. The eyes blink 3 times before the owl finally winks its right eye.

Trivia:

The logo was designed by artist Per-Olof "Peppe" Nyström. The logo idea was centered around the slogan "Buy wisely, buy with caution". The original suggestion for the logo involved "Mercury's helmet with wings", but Nyström then sketched an egg that ultimately lead into an wise bird, such as an owl in this case.
MTV Oy's official YouTube promo video from October 2013 featured briefly a custom 16:9 version of the 1983-1988 ident.

Variant: An early variant had the owl coloured with much darker tones and no detailing, placed on a grey background. The zoom in is slower as well, the owl blinks 4 times, and holds its right eye closed for the rest of the logo.

Technique: Camera-controlled/cel animation.

Audio: A calm guitar theme that is a re-composed version of Les Paul's single "Brazil" from 1947, specifically the first part. In comparison, the very first two notes from the original single were moved to the end point of the ident. The early variant had the beginning melody as the original track with higher ukulele sounding notes and an extra bar, and there is an extra note at the end.

2nd ID (1968?-1975)

Visuals: An owl drops down from the top, plopping itself straight onto a branch and letting its body sink down for a second. It then uses its wings to lift its own body up, in sync to the music, and then places them behind its back while it transforms into the same logo as before, although it has 6 triangles pointing down to represent its feet. The owl winks its right eye like before, and then transforms back into the flat-shaded owl to fly offscreen to the left.

Variants: Two separate variants cut the entire animation in half: the first variant plays the first half of the owl flying to the branch and transforming into the logo and the second variant plays the second half of the owl transforming back and flying away.

Technique: Cel animation.

Audio: A similar guitar theme to the first logo, composed with a glockenspiel and guitar.

3rd ID (December 17, 1975–December 1987)

Updated variant

Visuals: One circle, flashing between blue and white, sticks itself out and lays on top of a dark grey background as other circles (coloured light blue, light green, dark green, jungle green, violet, pink, purple and mauve-purple) form around it, bringing the total up to 48 circles. The same circle flashes again, and zooms into the center of the screen while a white iris-out effect encapsulates the circle. The circle then rotates and reveals the face of a simplistic owl as "MTV" (Notice that the T and V are connected) appears below. The owl then winks its right eye.

Trivia:

The blue, ball-shaped owl logo is nicknamed "Mainospöllö" (Commercial Owl) and was designed by Ilkka Levonranta, who was on the work list in marketing communications agency "Markinointi Viherjuuri (nowadays known as "Evia Oyj".)
MTV Oy's official YouTube promo video from October 2013 featured briefly a custom 16:9 version of the 1983-1988 ident.
It has become a quite fondly remembered television ident by many in Finland, who have seen it from the mid-1970's to the late 1980's.

Variants:

Circa 1983, an updated variant was used with significant modifications. The circle pattern had been changed with the amount of circles being decreased from 48 into 42. All circles also have detailed shading on them and the colours are changed to green, purple, crayola red, brown, orange and light blue. The dark blue owl also has shading that disappears around it before it winks. The "MTV" is also in a softer and larger font compared to the original version, and thus has caused the owl to shift upwards.
Different programming slide variants existed:
- A "Perhetoimitus" variant exists where the MTV logo is shown on a black background. Below is the text "Perhetoimitus" all in uppercase in cyan. Beneath it is the text "1984-1985", implying the logo's timeline use.
- A "Perheohjelmatoimitus" variant exists where it uses the old logo all in white on a blue background, above is the text "Tuotanto" all in lowercase. Beneath the logo is the text "Perheohjelmatoimitus" all in lowercase in white. Below the "Perheohjelmatoimitus" text says "1984".
- An "Erillisohjelmat" where again, the MTV logo is also shown on a black background. Below is the text "Erillisohjelmat" in azure.
- A "Teatteriohjelmat" where yet again, the MTV logo is shown on a black background. Below is the text "Teatteriohjelmat" in yellow.
- A "Viihdetoimitus" where the MTV logo is shown on a black background. Below is the text "Viihdetoimitus" in white.
- A "Filmitoimitus" where the MTV logo is shown on a black background. Below is the text "Filmitoimitus" which is also in white.
- A "Filmiohjelmat" where the MTV logo is shown on a black background. Below is the text "Filmiohjelmat" which is also in white.
  - An alternative variant exists where the logo takes place on a blue background and the text is all uppercase.
    - Sometimes the text is in lowercase.
  - Another variant exists where the MTV logo is shaded on a black to blue to cyan gradient background with a grid below. The text is all in white.
    - Sometimes the picture is zoomed in.
A "Jatkuu" variant exists, on a black background there are 3 circles. One red, one green and one blue. In the corner is the MTV logo with the text "Jatkuu" in white all in lowercase.
- An earlier variant exists where it takes place on the same black background. Only this time the circles aren't there, the "Jatkuu" text is all uppercase and is in orange with copies varying opacity, the logo and the text aren't aligned.

Technique: A mix of cel animation and computer graphics. The 1983 variant uses 2D computer animation with the owl in 3D.

Audio: A soft synth theme with an uprising sounder as the circle zooms in, along with two acoustic notes which repeat with lower-toned synth notes in sync with the owl blinking.

4th ID (January 1988–December 1989)

Visuals: In a black space with neon lights and dots floating by, there are three polygon spheres (coloured black, blue and white) and a yellow equilateral triangle revolving around each other. All of these parts are then linked together and morph into the blue owl from the previous logo, with detailed shading on it. The owl winks its left eye and then zooms away, disappearing with a flash when it reaches the center of the screen. As this happens, the word "MTV", in the same round font, but in a light blue/white gradient and having a medium blue 3D border, zooms in from the center with one letter at a time in time with the music. A dark blue stripe with light lines on it then passes behind the logo and through the screen, while the cyberspace background slowly transitions into a medium blue background with a shadow seen on the edges of the stripes.

Variants:

An abridged variant exists that begins with the blue owl already formed.
Different programming slide variants existed:
- A "Teatteriohjelmat" variant exists where the logo is coloured in purple with the background having the copies of the logo. The text "Teatteriohjelmat" is beneath the logo in white.
  - An alternative variant exists where the background is slightly more blue.
- A "Spede-Yhtiöt" variant exists where the logo is shown on a black background. The text "Spede-Yhtiöt" is beneath the logo in white.
- A "Lähetystoiminta" variant exists where the logo is shown on a marble background. The text "Lähetystoiminta" is shown in white below the logo.

Technique: A mix of 2D and 3D computer animation. The cyberspace background is from the Cascom Select Effects pack.

Audio:

A mystical, yet calm synth tune, that ends on a bombastic 4-note fanfare.
An abridged version of the tune for the short variant, that consists of the bombastic ending.

5th ID (January 1990-December 31, 1992)

MTV 1 version
MTV 2 version
MTV 3 version
Final logo

Visuals: As the screen fades in, there are five plates suddenly popping up on a dark blue background that is covered in several abstract white patterns and a pair of light bars, one black and the other turquoise, spinning clockwise at slow and medium speeds respectively: a yellow one appears on the upper left corner, a white one on the upper right corner, a black one on the lower left corner, a red one down the middle and a light blue one on the lower right corner, leaving an empty space on the top of the middle. The light blue plate spins around, revealing the other side of the plate featuring a "1" with detailed lighting on its font, while the white plate also spins around to reveal its back side stating "TV" on a black and white shaded background. At the same time, a huge "M" with red and milky white lighting on its font flips in vertically, while another "M" with straight grey and white stripes swings down from the top of the screen to overlap the other "M". While this happens, the light blue plate spins around again, as the other side features the trademark owl, now with lighting around the rim. After the "M" has finished its animation, the owl winks its left eye and the screen fades to black few seconds later.

Variants:

The prototype variant of both MTV-1 and MTV-2 idents aired between January and March 1990 with slight alterations. The logo has somewhat brighter colours compared to the less opaque ones in the original, most notably the bluish background. The ident also fades to black as soon as the owl has winked its right eye.
The MTV-2 variant plays much like the original MTV-1 variant, except the number "1" on the light blue plate is replaced by a number "2".
The MTV-3 variant features a number "3" on the light blue plate.
For the programming slides, an abridged version has the plates appearing as usual, with the light blue plate flipping straight to the owl, and the "M" just fading in right away before it shines.
- A "Filmi" variant exists where the logo animation is zoomed out on a black background, with the yellow text "Filmi".
  - A variant exists where the background also has a straight grey and white stripe.
- A "Viihde" variant exists where the logo animation is zoomed out on a black background, with the red text "Viihde".
  - A variant exists where the background also has a straight grey and white stripe.
- A "Lähetystoiminta" variant exists where the logo animation is zoomed out on a black background, with the blue text "Lähetystoiminta".
  - A variant exists where the background also has a straight grey and white stripe and the logo is still.
- A "Draama" variant exists where the logo animation is zoomed out on a black to grey gradient background, with the black text "Draama".
- A "Tulossa" variant exists where the logo zooms out animated to reveal the black background, with the blue text "Tulossa".
A "Jatkuu" variant has letters over the blocks J, A, T, K, U, U. The T is uppercase, reading "JaTkuu". And the light blue plate instead flips to the owl replacing the 1 and the U replaced the owl.

Technique: CGI.

Audio:

A loud, bombastic synth tune.
A more relaxed, re-arranged version of the original tune on the prototype variant.