ce of MTV from cable systems in these two cities presented several problems for the new cable outlet. The amount of available advertising time sold, only thirty percent at the channel's launch, did not seem likely to increase without advertising executives able to see MTV. National media coverage of the new music video channel was also lacking its start-up, with the exception of one reporter from the Los Angeles Times. An effective marketing campaign would be developed in the next several years that would increase customer demand for MTV, increasing the number of subscribers.MTV's distribution continued growing into the summer after its launch, reaching four million homes, though these numbers remained below projections. To combat cable system operators reluctant to carry the channel, Dale Pon and George Lois of the LPG/ Pon advertising agency developed a marketing effort directly targeted at consumers. The idea behind the "I Want My MTV" campaign would be to get pop-music stars to proclaim the tagline and encourage potential subscribers to call cable operators proclaiming the same thing. WASEC programming executives warmed to the idea of the using the campaign following Dale Pon's presentation emphasizing that the slogan played on the instant gratification spirit of MTV's intended audience. With so many television outlets attempting to appeal to large audiences with broad demographics, the slogan reinforced the fact that the cable outlet cared only about its target audience of twelve to thirty-four-year-olds. The "I Want My MTV" marketing campaign, starring artists including Pat Benatar, Mick Jagger of the Rolling Stones and Stevie Nicks of Fleetwood Mac, serving to let young people know the service is something for them. Negotiations between WASEC and system operator Manhattan Cable were ongoing for the better part of a year when WASEC purchased advertising time for the "I Want My MTV" campaign on New York City...
