MTV will observe its 25th birthday on Tuesday, but apparently USA Today is devoting more attention to that milestone today (Friday) than the cable network itself will. The newspaper dedicates three pages of its Life section to the anniversary, including "25 key moments" in MTV history. Asked about plans for an on-air celebration, MTV music group chief Van Toffler remarked, "We're not a reflective organization." USA Today commented: "Most of the channel's viewers weren't even alive when it launched, and for them, a reminder of its age might be a turnoff."