Monday, March 6, 2017

Is MTV Bringing Back MY SUPER SWEET 16? A Recent Trademark Application Suggests It Might Be

The classic MTV show from the mid-2000's, My Super Sweet 16, may be getting new life, if a recent trademark application is any indication. On March 1st, Viacom International, Inc. (owner of the MTV brand) filed an application to register MY SUPER SWEET 16 as a trademark with the U.S. Patent and Trademark Office.
The services covered by the application are "[e]ntertainment services in the nature of continuing program series, featuring live action, comedy and drama provided through cable television, broadcast television, internet, video-on-demand, and through other forms of transmission media; providing online information in the field of entertainment concerning television programs" in Class 41.

Does this mean MTV is bringing back the show? Maybe. Viacom filed this application on an intent to use basis, which is supposed to suggest the company is not currently rendering the listed services under the mark, but has a bona fide intention to do so in the near future (i.e., the show is not currently on air, but there are plans in the works to possibly bring it back).

My Super Sweet 16 aired regularly on MTV from 2005 to 2008, then dropped off considerably. It appears the last episode aired in February 2015 and featured Lil Wayne's daughter Reginae. This is the first trademark application filed by Viacom for MY SUPER SWEET 16 since 2007.

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