MTV Networks, Inc.: I Want My Mtv campaign

Officially MTV stands for Music Television, but almost from its inception, it has been known by its three-letter name, which has come to symbolize not just a generation but also an entire way of life.

MTV Networks, Inc.: I Want My Mtv campaign

Judson Knight

Overview

Officially MTV stands for Music Television, but almost from its inception, it has been known by its three-letter name, which has come to symbolize not just a generation but also an entire way of life. A cable network that began its existence on a shoestring budget in 1981, MTV quickly disproved the many naysayers who predicted its early demise. Not only did it succeed, but in the process it revolutionized cable television and indeed entertainment itself.

MTV's lineup originally consisted almost entirely of rock videos, short films in which...

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