iN DEMAND Networks hired Igor
to create a new name for a high-definition television channel
to feature original programming for men that would eventually
replace the company's flagship INHD channel. We convinced
them that the perfect name for the channel is MOJO:
MOJO - the new 100% hi-def channel is tailored to fit your interests
from exceptional food to extreme locales, from high tech
toys to high stakes antics, from Wall Street to easy
street and the best of sports, music, movies and more. It's 180° from
ordinary and 100% high definition, because life is how you see it.
was keeping the name short so it could work easily as a "bug",
the logo that TV networks place in the corner of the television
screen, yet be differentiated from the plethora of be-acronymed
WETVs, METVs MTVs and BETs that saturate the TV Guide.
And having the name of this men's channel start with the
letter "M" would
be a nice bonus.
Of course, the word "mojo" means personal magnetism, life
force and magical power. It came to the English language from Africa over
one hundred years ago, but reached the status of pop culture phenomenon
as the source of Austin Powers' manly powers.