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The original slogans of the channel were "You'll never look at music the same way again", and "On cable.In stereo." MTV's earliest format was modeled after AOR (album-oriented rock) radio; MTV would transition to mimic a full Top 40 station in 1984.
MTV's influence on its audience, including issues involving censorship and social activism, has also been a subject of debate for several years.
In 1977, Warner Cable a division of Warner Communications and the precursor of Warner-Amex Satellite Entertainment launched the first two-way interactive cable television system named QUBE in Columbus, Ohio. One of these specialized channels was Sight on Sound, a music channel that featured concert footage and music-oriented television programs.
With the interactive QUBE service, viewers could vote for their favorite songs and artists.
MTV's lower third graphics that appeared near the beginning and end of music videos would eventually use the recognizable Kabel typeface for about 25 years. Miller is credited as being the first technical director to officially launch MTV from its New York City-based network operations facility.
But these graphics differed on MTV's first day of broadcast; they were set in a different typeface and included information such as the year and record label name. Pittman recruited and managed a team for the launch that included Tom Freston (who succeeded Pittman as CEO of MTV Networks), Fred Seibert, John Sykes, Carolyn Baker (original head of talent and acquisition), Julian Goldberg, Steve Lawrence, Geoff Bolton; studio producers and MTV News writers/associate producers Liz Nealon, Nancy La Pook and Robin Zorn; Steve Casey (creator of the name "MTV" and its first program director), Marcy Brafman, Ronald E. MTV's effect was immediate in areas where the new music video channel was carried.
The channel, which featured video disc jockeys, signed a deal with US Cable in 1978 to expand its audience from retail to cable television.
The service was no longer active by the time MTV launched in 1981.
The inspiration for Pop Clips came from a similar program on New Zealand's TVNZ network named Radio with Pictures, which premiered in 1976.
The concept itself had been in the works since 1966, when major record companies began supplying the New Zealand Broadcasting Corporation with promotional music clips to play on the air at no charge.
The original programming format of MTV was created by media executive Robert W.
Pittman, who later became president and chief executive officer (CEO) of MTV Networks.
In his book The Mason Williams FCC Rapport, author Mason Williams states that he pitched an idea to CBS for a television program that featured "video-radio", where disc jockeys would play avant-garde art pieces set to music.