chapter  9
12 Pages

MTVprop: Inventively Newprop

The music was rock 'n' roll, and the channel was MTY. The programming would cater to the tastes of an audience that was young, seeking an identity, and holding unexploited purchasing power. As part of its search for identity, this generation would create a symbiosis with MTV; it would provide the audience, and MTVprop would provide an oasis of musical entertainment and things to buy. At its best, MTVprop would be inventively newprop; at its worst it would become a self-boosting network and a televised shopping mall.