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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.

The original slogans of the channel were "You'll never look at music the same way again", and "On cable.

In stereo." MTV's earliest format was modeled after AOR (album-oriented rock) radio; MTV would transition to mimic a full Top 40 station in 1984.

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.

The original purpose of MTV was to be "music television", playing music videos 24 hours a day and seven days a week, guided by on-air personalities known as VJs, or video jockeys.

Those words were immediately followed by the original MTV theme song, a crunching rock tune composed by Jonathan Elias and John Petersen, playing over the American flag changed to show MTV's logo changing into various textures and designs.

MTV producers Alan Goodman and Fred Seibert used this public domain footage as a concept; Seibert said that they had originally planned to use Neil Armstrong's "One small step" quote, but lawyers said that Armstrong owned his name and likeness and that he had refused, so the quote was replaced with a beeping sound.

The Beatles had used music videos to promote their records starting in the mid-1960s.

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".

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