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~'T '" v-'"' T.JULYS, 1*1 . ' iff. - •NTROOUONG MNEWDMENSION IN CABLE TELEVISION. Cable television Is about to enter a new era. For the first time, the power of stereo­ phonic sound teams up with the visual Impact of television, to create Video- phonic Music. It can be seen only on MTV: MUSIC TELEVISION™, cable's first all-music video channel, beamed by satellite in stereo, 24 hours a day. And it's offered Free to you. MTV is a unique programming concept, featuring video records, the latest development in contemporary music. "Video disc-jockeys" (VJ's) will be on air to introduce the music and keep viewers up to date on the latest music news. Plus we'll feature live concerts from all over the wortdŝ w This new and exciting service Is offered free to subscribers as part of the basic cable package. r--~~ THE WALL STREET JOURNAL A Cable TV Will All-Music Channel Running 24 Hours , * * * Aug. 1 Start Is Sot by Vonturo Of American Express and Warnar Communications By JOHN E. COONEY Staff topottvr of THE WALL STREET JOURNAL NEW YOAK-Cable television programming will tain another stop forward Aug. 1 when Warner Amex Satellite Entertolnmont Co. in­ troduces a 24-hour, alt-music chan­ nel to . be coded MTV-Musk Television. Warner Amex Is a joint venture of Warner Communications Inc. and American Express Co. MTV Intends to Integrate musk and television, premarity by showing tapes of contemporary musical groups singing or acting out their songs. The service, which wN be distributed free to operators of cable TV systems, wtl be advertiser- supported. There has been talk within the coble and advertising industries for the past year that Womer Amex would start such a service. The move Is con­ sidered logical in light of the com­ pany's other programming servkes. Nickelodeon, which offers children's fare, and The^Movie Channel, cable TVs only 24-hour movie service. The new musk service wHI be available on the some RCA Satcom 1 satellite that the other two Womer Amex programming servkes use. 'We started out with four transpon­ ders and after we launch MTV we wHI still have one left," John A. Schneider, Waner Amex's president and chief executive officer, soys. Advertisers believe the venture has potential, but they are waiting to see how It Is carried out. "The con­ cept is excellent and there already Is a lot of musk programming on the ok," says Amle Semsky, director of media for Batten Barton Dustine fr Osborne Inc. an advertising agency. "But the execution wHI determine how wed k Is received." Although the target audience wM be the 12-to-34 age group, Mr. Schnieder predicts success because he believes the bulk of that audien­ ce - those 12 to 24 • aren't being served well by either radio or TV. "There Is o body of young people who ore being ignored," he conten­ ds. Mr. Schneider asserts that few TV programs service the musical in­ terests of the oge group he wonts. Moreover, the audiences radio stations are attracting are getting older, leaving a marketing void. "Young record buyers hove no place to sample their musk today," he soys. The musk channel wM serve record companies much the way radio stations have In the past Instead of merely ploying o record, however, visuol programming, consisting of the recording groups themselves, wM be aired. Obc Jockeys will give gossip and information about the business, interspersed throughout the muskai material. In time, Warner Amex wants to present live concerts on Saturday night and musk- oriented films. MTV wW contain eight commerkal minutes each hour, six of which wfll be network spots and two wHI be ovaflable to coble operators for local advertisers. Mr. Schneider dedinep to put a price tog on the new service. He soys, however, that k wM necessitate the hiring of on additional 70 people. 'We believe k wtii toke five or six months to work the bugs out and a year before we are reoly rolling." he says. ~'March 4,1961