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E! was originally launched on July 31, 1987 as Movie Time, a cable channel that featured movie trailers, entertainment news, event and awards coverage, and interviews.
On June 1, 1990, Movie Time was relaunched as E!, and debuted its now-iconic exclamation mark logo for the first time. Although this is no longer the official logo from 2012, this logo is still in use for many of E!'s international networks.
On July 9, 2012, the channel introduced a revised logo (the first change to its logo since the network rebranded as E! in 1990), removing the exclamation mark background behind the "E" but keeping the exclamation point underneath, along with a new slogan "Pop of Culture", which coincided with the launch of the new series Opening Act. The network also started the process of introducing scripted programming (the first series, The Royals, premiering in March 2015), in addition to its existing reality and documentary series. The changes were announced during E!'s programming upfront presentation on April 30, 2012.