E! (United States)

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

Movie Time



E! 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

On June 1, 1990, MovieTime relaunched as E!


E 2012

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

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