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In April 2016, MTV announced it would start to return to its original music roots with the reintroduction of the classic MTV series MTV Unplugged.After nine years off air, TRL returned on October 2, 2017.
The network received criticism towards this change of focus, both by certain segments of its audience and musicians.
MTV's influence on its audience, including issues involving censorship and social activism, has also been a subject of debate for several years.
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'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.
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.
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, In its early years, MTV's main target demographic was young adults, but today it is primarily towards teenagers, particularly high school and college students.
The original programming format of MTV was created by media executive Robert W.