MTV, what are you, MTV?

We got sent a copy of the press release for that offspring of the famous game show MTV is lining up, and while the detail doesn't seem any less horrifying, we were taken with the description of where MTV sees itself in the current media world:

MTV is the dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 26 years, MTV has evolved, challenged the norm, and detonated boundaries -- giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen.

It's an "experiment", is it? And what would the aim of that experiment be - to see if you can shake the taint of 'what your dad used to watch' from the brand?