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Several music programs originating outside of the US, including Australia's Countdown and the United Kingdom's Top of the Pops, which had initially aired music videos in lieu of performances from artists who were not available to perform live, began to feature them regularly by the mid-1970s.
In 1974, Gary Van Haas, vice president of Televak Corporation, introduced a concept to distribute a music video channel to record stores across the United States, and promoted the channel, named Music Video TV, to distributors and retailers in a May 1974 issue of Billboard.
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.
The creative use of music videos within their 1964 film A Hard Day's Night, particularly the performance of the song "Can't Buy Me Love", led MTV later on June 26, 1999, to honor the film's director Richard Lester with an award for "basically inventing the music video".In recent years, MTV had struggled with the secular decline of music-related cable media.Its ratings had been said to be failing systematically, as younger viewers increasingly shift towards digital media, with yearly ratings drops as high as 29%; thus there was doubt of the lasting relevance of MTV towards young audiences.MTV (originally an initialism of Music Television) is an American cable and satellite television channel owned by Viacom Media Networks (a division of Viacom) and headquartered in New York City.Launched on August 1, 1981, At first, MTV's main target demographic was young adults, but today it is primarily teenagers, particularly high school and college students.MTV has toned down its music video programming significantly in recent years, and its programming now consists mainly of original reality, comedy and drama programming and some off-network syndicated programs and films, with limited music video programming in off-peak time periods.It has also become involved in promoting left-wing political issues and progressive social causes.In 1970, Philadelphia-based disc jockey Bob Whitney created The Now Explosion, a television series filmed in Atlanta and broadcast in syndication to other local television stations throughout the United States.The series featured promotional clips from various popular artists, but was canceled by its distributor in 1971.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.CBS rejected the idea, but Williams premiered his own musical composition "Classical Gas" on the Smothers Brothers Comedy Hour, where he was head writer.