on the part of competing music video outlets. One of the loudest criticisms came from David Benjamin, the producer of NBC's "Friday Night Videos" who said MTV wanted to effectively end competition, adding the viewer who doesn't receive MTV is the ultimate loser. MTV programming executives quickly pointed out that the broadcast networks also pay for exclusive programming. In the end, exclusive agreements only delayed widespread distribution of each video clip to MTV's competitors. MTV achieved its dominance as a music video outlet utilizing effective marketing and competitive business practices since its inception. The "I Want My MTV" campaign and use of the campaign throughout the 1980's is one example of the cable outlet's use of effective marketing technique. MTV's business strategy ended competition from cable mogul Ted Turner's Cable Music Channel through the creation of a fighting brand, along with facing challenges by numerous other music video programming services. Exclusivity agreements with record labels for music videos and by limiting access to cable systems, MTV effectively exercised anticompetitive and monopolistic means to fend off competition. McGrath, Tom. MTV: The Making of a Revolution. (Pennsylvania: Running, 1996), p. 124. Ibid., p. 18-19, 42-43. Ibid., p. 27. Ibid., p. 45-46. Banks, Jack. Monopoly Television: MTV's Quest to Control the Music. (Colorado: Westview, 1996), p.32. McGrath, Tom. MTV: The Making of a Revolution. (Pennsylvania: Running, 1996), p. 47. Ibid., p. 53. Ibid., p. 47. Ibid., p. 48. Ibid., p. 48. Ibid., p. 50. Banks, Jack. Monopoly Television: MTV's Quest to Control the Music. (Colorado: Westview, 1996), p. 34. McGrath, Tom. MTV: The Making of a Revolution. (Pennsylvania: Running, 1996), p. 62-63. Ibid., p. 80. Ibid., p. 80. Ibid., p. 81. Ibid., p. 81. Ibid., p88. Ibid., p. 88-89. Ibid., p. 89. Ibid., p. 124. Ibid., p. 124. Ibid., p....
