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MTV2 began broadcasting as simply M2 on August 1, 1996 – MTV's 15th anniversary – with Beck's "Where It's At" being the first video to air. The channel launched initially as an all-music video service, once the original MTV had started to shift its programming. By 2011, MTV2 would primarily target young adult men with original and acquired lifestyle and reality programming. MTV2's original programs were eventually moved over to the flagship MTV network, while the former network would drop its music video blocks in November of that year.