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Movie-time-73670557 E! 1990 E 2012
1987–1990 1990–2012 2012–present


Movie Time

1987–1990

Movie-time-73670557


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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.

E!

1990–2012

E! 1990

On June 1, 1990, Movie Time was relaunched as E!, and debuted its now-iconic exclamation mark logo for the first time.

2012–present

E 2012

On July 9, 2012, E! under went a major rebranding effort; it included the introduction of a revised logo (replacing the one that was used since 1990), removing the exclamation mark background (though retaining the lower square underneath the "E"), and a new slogan, "Pop of Culture".

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