Einstein's theory of reciprocity. (MTV Networks Inc.'s Peter Einstein) (Interview)

Multichannel News, October, 1994 by Mahoney, William

If a cable operator carries a network, then the network gets paid, right? So it goes in the United States, but not in Europe, where many operators get channels for free or even get paid to carry them. That fact is crystal clear to long-time MTV executive Peter Einstein, who left Los Angeles and the U.S. cable industry in 1990 to relocate to London. He took on the task of putting paid deals in place at MTV Europe as director of marketing and network development. Four years later, Einstein, who was just promoted to president and business director of MTV Networks Europe, is finally finishing what he hoped would be a one-year process. In a candid interview with William Mahoney, London-based International Editor of Multichannel News, Einstein discussed the experience....