The words were followed by the original MTV theme song, a rock tune composed by Jonathan Elias and John Petersen, playing over the U.S. Eastern Time, MTV was launched with the words "Ladies and gentlemen, rock and roll", spoken by John Lack and played over footage of the first Space Shuttle launch countdown of Columbia (which took place earlier that year) and the launch of Apollo 11. 1981–1991 Launch The first images shown on MTV were a montage of the Apollo 11 Moon landing.įurther information: List of first music videos aired on MTV Pittman's boss, Warner executive vice president John Lack, had shepherded PopClips, a TV series created by the former Monkees member Michael Nesmith, whose attention had turned to the music video format in the late 1970s. He tested the format by producing and hosting a 15-minute show, Album Tracks, on New York City's WNBC-TV in the late 1970s. Pittman, later the president and CEO of MTV Networks. MTV's original format was created by the executive Robert W. In 1979, executives at the newly formed Warner-American Express Satellite Entertainment Company felt teenagers were an overlooked and potentially lucrative audience, and hoped to develop a television format to target them. Numerous major musical acts had made music videos to accompany their songs, including the Beatles, Bob Dylan, and Queen, but the concept and format had not been widely established. In the 1970s, music television focused on live performances, with shows such as In Concert and The Old Grey Whistle Test. See also: Music video § History and development, and Music television Approximately 90.6 million households in the US received MTV as of January 2017. MTV has spawned numerous sister channels in the United States and affiliated channels internationally, some of which have since gone independent. Since the late 2010s, MTV has devoted most of its programming schedule to select programs, primarily Ridiculousness, which in June 2020 aired "for 113 hours out of the network's entire 168-hour lineup". In the years since its inception, it significantly toned down its focus on music in favor of original reality programming for teenagers and young adults. MTV was one of the American cable channels which was available in other countries that became a cult hit across the world and was one of the factors in cable programming's rise to fame and American corporations overwhelmingly dominating the television economy in the 1990s. The channel originally aired music videos and related programming as guided by television personalities known as video jockeys, or VJs. Based in New York City, it serves as the flagship property of the MTV Entertainment Group, part of Paramount Media Networks, a division of Paramount Global. PopClips was preceded by the video Elephant Parts (which won the first ever Grammy Award for Music Video), and a second series titled Television Parts, both of which Nesmith hosted and produced.MTV (originally an initialism of Music Television) is an American cable channel officially launched on August 1, 1981. The channel's owners at the time, Warner Cable, wanted to buy the name and idea, but instead, according to Dear, "they just watered down the idea and came up with MTV." The program was broadcast weekly on the youth-oriented cable television channel Nickelodeon in late 1980 and early 1981. Besides Harrison, the production team was made up of Bruce "Buz" Clarke, Keith Cornell, Marybeth Harris, and Leslie Chacon. With an infinity cyclorama as the background, set flats were made from the Styrofoam packing used to ship laserdisc players and 3/4" video decks. Production began in the spring of 1979 at SamFilm, a sound-stage built and operated in Sand City, California by Sam Harrison, a Monterey Peninsula College instructor with a motion picture background. Former Monkee Mike Nesmith conceived the first music-video program as a promotional device for Warner Communications' record division.
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