Says GM Ashish Patil, "MTV has always been at the cusp of change and we feel that this is the right time for the next step of our evolution.

Indiantelevision.com had first reported that MTV would shrink its core music content to 25 per cent by the year end as part of its repositioning strategy.

The new on-air graphics environment is made for the youth with elements and expressions unique to their world. This will include scrolls, buffering of videos like what is experienced on Youtube, RSS feeds, pop ups, scraps and comments.

For television, MTV will kick off Nuon MTV Making The Cut from 17 October at 6 pm. The eight-episode reality series on fashion will air on Saturdays. The judges include Lara Dutta, Neha Dhupia, Neil Nitin Mukesh and Madhur Bhandarkar.

For the online platform, the broadcaster will air MTV What the Hack, for which it has roped in Ankit Fadia, an ethical hacker.

On its voice portal 5056882, MTV VJs will start giving acting classes on different emotions. The show is titled MTV Acting Classes.

Says Patil, "Our aim is to be platform agnostic. We already have 600,000 fans on the digital space including 350,000 on Orkut."

To build up the hype and awareness level of its re-branding, MTV has tied up with upcoming film All The Best which releases this Friday. The channel is also running a contest wherein ads featuring the stars will air on the channel.