Introduction In this article, the author asserts that the advent of Music Television or MTV as it is more popularly known brought a change in network television and advertising that gradually became ingratiated into the American culture. The purpose of this paper is to review the article and highlight the arguments presented by the author in support of the statement. Review of the Article Right from the beginning, MTV was created to target a very exclusive group with advertising in mind. The group was eighteen to twenty-nine year olds who had proved elusive to marketers. A round the clock music channel was deemed as the perfect way to grab the attention of this market segment. The plan went well, since by 1984, three years after its inception, MTV was turning a nice profit (Anon, n.p). MTV’s focus was on the visual; the rock music played had music videos which though at times had no connection to the narrative, were full of color and motion, and the bizarre. The videos were more focused on the visual and not the sound. MTV watchers, though a small and select group, were very loyal to the channel despite concerns raised that there was blatant portrayal of stylized violence, hatred of women and drug use (Anon, n.p). Though MTV was never overwhelmingly popular as compared to other cable channels of the time, the author quotes that it was once described as being the ‘single most influential cultural product of that decade’(Anon, n.p). Since MTV was targeted at a very specific group, it appealed almost exclusively to that group. However, how the style adapted by the channel influenced other areas of television and popular American culture is what is of greater interest (Anon, n.p). It was acknowledged that MTV shows were one long advertisement. Though later on the channel expanded its program line-up to include shows other than music videos, and which did better on the rating charts than the music shows, the essence of MTV was the music. The recording firms that created and supplied the music videos had their own agenda, and MTV was the agent of fulfilling this agenda (Anon, n.p). The effect that MTV had on rock as a music genre, and movies were more immediately observed; the effect of MTV on network television was much more gradual. In the movies, the rock music production style was tried: the use of handheld cameras, applying experimental art-film techniques, and using extreme visuals in production (Anon, n.p). Why the MTV ‘style’ crept into other mainstream network television is because American culture is one that is obsessed with youth and all things youthful. This was the launching board for the MTV style which laid emphasis on sensation but not thought. It is a ploy that worked well for advertisers who did not want the viewer to think about the product, just for them to buy it. Why MTV was suitable for perpetrating the culture of sensibility television is because, as the author notes, music works more with feeling and emotion, than with rational thought (Anon, n.p). Slowly, the style was adopted in television shows where sating the senses took over making the brain work. The very first show of this genre was ‘Miami Vice’, which, as the author notes, was actually called ‘MTV Cops’ before it was given its broadcasting name. It was like an extended MTV rock video right from the soundtrack