February chill kills one of my favorite television channels—changing character, possibly, with major rebranding. Palladia will become MTV Live on the 1st. Oh joy. Tomorrow comes too soon. There’s something about the current name that delights the tongue—double l and how the ending “ah” syllable rolls. Granted, Palladia also is a FDA-approved drug for treating canine cancer, which isn’t the best connotative association for the television channel.
Still, it’s an established brand, as is MTV, and I can understand the rationale of uniting the channel with others in the music video and programming empire—perhaps funneling all the network’s recorded live broadcasts to the renamed channel. My concern: Losing the programming character that I find so appealing; perhaps you, too.