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The channel, which featured video disc jockeys, signed a deal with US Cable in 1978 to expand its audience from retail to cable television.The service was no longer active by the time MTV launched in 1981.The Beatles had used music videos to promote their records starting in the mid-1960s.The creative use of music videos within their 1964 film A Hard Day's Night, particularly the performance of the song "Can't Buy Me Love", led MTV later on June 26, 1999, to honor the film's director Richard Lester with an award for "basically inventing the music video".
With the interactive QUBE service, viewers could vote for their favorite songs and artists.
The original programming format of MTV was created by media executive Robert W.
Pittman, who later became president and chief executive officer (CEO) of MTV Networks.
The network received criticism towards this change of focus, both by certain segments of its audience and musicians.
MTV's influence on its audience, including issues involving censorship and social activism, has also been a subject of debate for several years.