Cable Networks MTV is a major success story among t

There are nearly 11,000 cable systems in the country today, serving approximately 56 million subscribers. The service provided varies widely, with an average provision of 36 channels and with the potential to double channel capacity within a few years. The industry was deregulated in 1984, and complaints by consumers about prices and inferior service have led lawmakers to try to reimpose regulation in the last two years (Mills, 1992, 798). Nearly 95 percent of American homes have access to cable, and nearly 57 percent actually subscribe (Benoit, 1991, 37).

At the present time there is little competition for most cable systems, aside from broadcast television. Cable has succeeded against "free" broadcast television because it delivers a better picture and more options, and eve

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ose to the limit of those interested enough to subscribe. While the cable audience is not getting much larger, channels are increasing in number. This means increased competition for viewers, and it has already caused the ratings of many big cable channels, including MTV, to drop. Still, MTV in America remains an attractive vehicle for advertisers who want to attract the teenage and yuppie viewers, for MTV delivers these desirable demographic groups through its "narrowcasting," one of its prime strategies. This has also been one of the channel's prime strengths, as has the fact that its programming is virtually cost-free because record companies are paid only nominal fees for the videos. MTV Europe is a joint venture between Viacom and the Maxwell Entertainment Group and is the biggest of the foreign operations, reaching 27 countries and 25 million homes. It is pan-European, and all its programming and advertising is in English. MTV Europe failed to make a profit for its first four years, though it was projected to do so by the end of 1992 (Rock on, 1991, 66). MTV in America began as a commercial proposition when John Lack, creator of the MTV concept, realized that advertisers had no effective way to reach the teenage a
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Some common words found in the essay are:
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Approximate Word count = 1820
Approximate Pages = 7 (250 words per page)

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