Music Choice is segueing into an acronym. The 25-year-old music service—which offers 45 multiple-genre audio channels and reaches 52 million television households—re-launched January 31 as “MC,” alongside a refreshed strategy for its TV, video-on-demand and online brands. The idea of “MC” is to suggest a live "emcee." In addition to its TV audio channels, MC On Demand’s music videos garner 1.2 billion annual views in 51 million households; and its SWRV 24-hour interactive video music network is available to 9 million households online and on TV. Those two initiatives will be re-branded under the tagline "Living Music.” Founded in 1987, MC is a joint venture among subsidiaries of Microsoft, Motorola, Sony and EMI Music; and U.S. cable providers Comcast, Cox and Time Warner.