of what television offered at the time. He determined that, with little exception, the cable service would have no distinguishable programs. Video upon video would be presented by on-air personalities dubbed video jockeys, veejays for short, who would also provide entertainment news and conduct artist interviews. The absence of scheduled programming was, as stated by Tom McGrath in MTV: The Making of a Revolution, "a radical notion" as regularly scheduled programs were the norm on American television up to this point. Programming the new music video outlet in this manner made it as familiar as format commercial radio, while presenting it using the medium of television, to its young target audience.The name of the new music video cable service began as TV-1, a name that Bob Pittman felt fit the "youthful arrogance" the channel embraced. With little support for the name from other WASEC executives, an M representing music replaced the 1 in the name. The name eventually evolved into MTV, Music Television. With a name chosen for the new cable outlet, Fred Seibert, the Director of On-Air Promotion, was charged with commissioning a logo for MTV. Manhattan Design, the studio hired by Seibert, eventually developed the logo still used by the channel today: a large block "M" with a small "TV" that looks spray painted on. Many in Sales and Marketing at WASEC thought the logo left much to be desired, with one executive asking Seibert if he thought it would endure as long as the CBS eye. Almost two decades later, the MTV logo is arguably one of the most recognizable pop culture icons.A video of the Buggle's "Video Killed the Radio Star" marked the launch of MTV at 12:01 AM August 1, 1981. Jack Banks notes in Monopoly Television: MTV's Quest to Control the Music that at the start, the music video channel was available in 2.1 million homes and was not offered in either New York City or Los Angeles. The absen...
