I want my ... DRTV: entertainment industry veteran Jeff Yapp brings DR to MTV Networks.(Jeff Yapp )(Cover story)(Company overview)

Response, November, 2005 by Haire, Thomas

Almost 25 years ago, Music Television (MTV) debuted on cable networks across America. Much like the doubts about direct response television at the dawn of the infomercial age in 1984, it's hard to believe today, but when the Buggles' "Video Killed the Radio Star" opened MTV's doors in three years earlier, most people doubted the network would amount to much. However, even before it was purchased in 1985 by media giant Viacom, MTV had already become a huge driver of pop culture in America.

By the mid 1990s, MTV had turned away from its early music video-based programming, creating a number of reality series and having great success with an animated series aimed at America's youth and young adults. Many of these shows, including "Beavis & Butthead" and "The...

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