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Product Description
When a powerful new generation demanded their MTV, it led to a global revolution! Here's the real story behind the cable channel that changed the world: the fledgling days of cable television; the rock and roll boomers who first envisioned music television; the struggle to market an all-music station to cable owners, consumers, and Madison Avenue; and the cultural phenomenon that completely altered music and television forever.
Amazon.com Review
Since MTV is a purveyor of primarily ahistorical and context-free broadcasting, it is easy for media aficionados (and certainly sophisticated business people) to turn their noses up at a book with this title. But in fact, this is a great book about the building of one of the world's most successful businesses. Replace the names of the various rock-stars with "respectable" commodities (like automobiles, chicken parts, bits or widgets), and there are great lessons to be learned about how innovative businesses generally, and innovative broadcasting specifically, are created in this millennial era. Recommended.
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