MTV3 is the oldest and most popular private TV channel in Finland. It is colloquially known as Maikkari (or Kolmonen, ‘The Third’). MTV3 is the flagship channel of MTV Oy, the largest Finnish commercial broadcaster and a subsidiary of Swedish telecommunications company Telia Company.
On December 1, 1986, Kolmoskanava (also known as TV3 and informally as Kolmonen) was launched by Oy Kolmostelevisio Ab, a joint venture between MTV Oy, Yle and Nokia. MTV Oy eventually took over the shares of Kolmonen, and the channel were later closed on December 31, 1992. Followed by its frequencies being replaced by it's current brand, MTV3 (renamed from MTV to avoid confusion with its American namesake) in 1993.
MTV3 initialy used an owl as its logo, nodding to its broadcaster's symbol. Then an owl’s eye from 2001 until its major companywide rebrand in 2013.
- The story of the MTV owl (Finnish)
Kolmoskanava was established on December 1, 1986 as the third terrestrial television channel.
The channel was the first nationwide commercial channel in Finland, although it did not produce any of its programmes themselves, instead relying on imported programmes (mostly from America), sports and a small number of Finnish programmes, most notably the bingo game show Megavisa, which aired from 1991 until 1995.
Shortly after, on January 1 1993. The network got relaunched as MTV3. The owl logo (as well the company’s logo at the time) was designed drastically with ribbon motiv. The new owl logo was designed by John Kennedy of McCallum Kennedy D’Auria Ltd.
MTV3 got a new logo on 6 September 2001. It was created by Novocom and is supposed to represent a stylized owl’s eye, harking back to the channel’s legacy of having owls in its logos.
2013–2019MTV Oy. The rebrand was commissioned by London-based creative agency DixonBaxi. The rebrand was announced in May 2013; the new corporate logo was unveiled in August, and the channel logos in October.
- MTV Media rebrand announcement and logo unveil (English)
- MTV News article (Finnish)
- DixonBaxi press release
- Design Week
The rebrand was implemented on 3 November 2013 at 7pm on all of MTV’s TV channels, which introduced new logos and graphics packages. The new corporate font is FS Emeric, which is used by all channels and properties.
- The Branding Source:
- Brand New:
MTV3 dropped the historic owl symbol and introduced a new circular logo. However, the idents and graphics package were nevertheless influenced by an owl’s wing. They used a ‘wingbeat’ visual signature.
2019–presentMTV Oy. MTV Uutiset, the news division of MTV Oy, had also removed the circle in a minor rebrand in December 2018.
| Telecommunication operations:|
C More Entertainment (Sweden and Finland):
Former operations: (Percentages indicate stakes held before divestment.)